Re-igniting brands by leveraging archetypes
Let us consider a few brands and their specific messages which leveraged their archetypes well during this period....
Insights on Insights
The Anheuser-Busch Innovation Machine
As the world’s leading brewer, the ambition of Anheuser-Busch is to lead future growth, by staying in tune with evolving consumer needs and developing new products in beer and beyond....
Making a splash with Danone Waters
The movement towards healthy beverages continues to grow and expand. With big brands promoting healthy product lines and start-ups introducing new ‘healthy’ water-based drinks, competition has grown dramatically....
Re-igniting brands by leveraging archetypes
Using Margaret Mark and Carol Pearson’s seminal work on archetypes and branding (The Hero & the Outlaw; McGraw Hill; 2001) we will demonstrate how each archetype can deal with the Covid crisis....
Re-igniting brands by leveraging archetypes
As consumers visualize a new reality during & post Covid-19, their aim is to create new thought patterns & behaviours that make sense of disruption and provide new ways of engaging with this unfamiliar but...