Behind each great Brand is an archetype embedded in a story wrapped in a myth
Great brands deserve great Storytelling.
We are in an era of marketing where what the product or service does is less important than what it means to people. Iconic brands acquire cultural meaning through having a distinct personality. They have a story to tell, a myth – ultimately they have the ability to create a world that people want to immerse themselves in.
How do we do it?
We work with Global Brand teams in a journey of discovery which is informed by an archetypal analysis of the brand and category and a selection of promising archetypes, which we introduce through story until a clear choice of archetypes and story emerges. This is the foundation for exploring all the other aspects of building a coherent meaning system.
What will you get out of it?
This journey delivers a secure rock on which the brand's meaning system is based. It is more reliable than a definition based on concepts, words, and a set of adjectives – and one that is more transferable across cultures.