Using Archetypes to Build Stronger Brands

Jon Howard-Spink
Mustoe Merriman Levy


'Part art, part science, 'brand' is the difference between a bottle of soda and a bottle of Coke, the intangible yet visceral impact of a person's subjective experience with the product the personal memories and cultural associations that orbit around it.' (1)

The curse of the pharaohs

We all know why we need brands. We know the physical properties of the products we work with, the functional benefits that stem from these, and how they might be translated into communication propositions. We will also be aware that most other products in the market will have similar functionality. A spin must be developed for our offering to create its market positioning, but what happens if someone else comes and sits nearby?