Using archetypes to build stronger brands

In this intriguing article John Howard-Spink discusses the understanding and development of brands, which he argues are complex, abstract and difficult to pin down.

Using Archetypes to Build Stronger Brands

Jon Howard-SpinkMustoe 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...