There's one in every crowd

Judy Taylor and Rupert Blackwell

This paper is about a different way of thinking about brands. Not just thinking about them, but providing them with genuine meaning both for those who nurture, protect and grow them and consumers, all thanks to archetypes.

There's One In Every Crowd

Understanding brands through archetypes

Rupert Blackwell andJudy Taylor Leapfrog Research and Planning

INTRODUCTION

At the risk of confusing the order of this document, we think it sensible to introduce the 12 different brand archetypes identified by Margaret Mark and Carol S. Pearson (in their book The Hero and The Outlaw McGrawHill, 2001) now to help explain some of the examples we give in the course of the next few paragraphs. The Table 1should give an overview of what the different archetypes at work in different successful brands and what their...

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