Brand Archetypes

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