My recent obsession has been brand archetyping. The basic idea behind brand archetypes is:
1. look at a brand in a social concept and
2. the set of patterns and ideas tend to repeat.
This becomes easier to understand how consumers connect with brands better. Harley falls under the non-conformist category. To achieve freedom through defiance and being a rebel are the characteristics. This is decided. The branding has been so strong that even a soft boy-next-door feels the strength while riding a Harley. The connection is known and evident. The question is, can all brands be placed under categories like this?
Here’s a great presentation on brand archetypes put together by Jon Howard
Introduction To Brand Archetyping
View more presentations from Jon Howard.
must be a great concept…but hard to understand. Could understand one thing – A brand must have a legacy, a heritage that can be talked about and passed through the generations. May be I got the concept of archetype wrong here, still this fact holds.
Definitely worth the glance, has made me ponder over this concept, thank you for sharing.