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...
