There's one in every crowd

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


At the risk of confusing the order of this document, we think it sensible to introduce the 12 different brand archetypes...