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...