Category Archives: Archetypes
(From Carol Pearson) Mythic stories are like bridges that connect people and organizations with the best, most authentic, and most distinctive parts of themselves.
Branding luxury
At first, this article might sound like a book review, but actually it is about a miserable experience of mine and a much-welcomed solution. Here’s how the story goes…
Luxury is in the eye of the beholder.
The Canadian Archetype
I am an immigrant living in Canada. Years ago, I decided to move here, and I couldn’t be happier with my decision. If you are like me, which means if you are someone who enjoys observing and analyzing his surroundings, then living abroad is great fun. As an outsider, sometimes you see things that the locals simply won’t. Purely based on my personal observation, I think Canadians often have difficulty explaining what makes them unique. They intuitively know that they are special, but they can’t put it into words. Have you ever wondered why?
Patriotism, or something greater?
Branding Czech Republic Part 2
Previously, we analyzed the Czech Republic’s new promotional logo, which did not receive a warm welcome. Unfortunately, the campaign failed to convey unique and compelling messages to the three major audiences of any place branding campaigns: Visitors, potential investors and the locals. We think this campaign did the expected: Promoted “the stereotypical Czech Republic.” However, successful branding requires us to disregard the stereotypes and instead look at the archetypes of the place. In Roman times, it used to be called the Genius Loci: the protective spirit of the place. Our article ended by asking the following questions:
- Why is Czech Republic the home to Bohemia?
- Why the Velvet Revolution took place here?
- Why the 1968 Spring happened in Prague?
The new brand of Czech Republic fails to capture the “genius loci” of the country
How to brand a destination?
Is place branding a money trap invented by evil advertising agencies? Is it a fool’s gold for destinations? Has any place ever benefited from so-called place branding? How about this frightening stat?: 86% of place branding projects fail within a year of introduction. Is there a way to break this curse? Let’s figure out the root cause of the problem first.
“A problem is the thick outermost layer of a fantasy.”
James Hillman
Branding Czech Republic Part 1
I have always thought that the most difficult branding projects are the place branding ones. As such, I have written quite a bit about the unique challenges of these beasts. The reality is, unfortunately most of them are destined to fail and this is proven by hard data. Months ago, Czech Republic revealed its new promotional logo. So far it seems like people are not falling in love with it. Let’s try to figure out why…
What does LeBron James’ first ring signify? Part 3
This is the third and the last instalment of our LeBron James, myths and archetypes series.Previously, we talked about the significance of the relationship of James and Wade, James’ story,his recovering popularity, and how he compares to Jordan. Let’s roll out!
What does LeBron James’ first ring signify? Part 2
Previously, I shared some of my thoughts on LeBron James, mythology and archetypal psychology. Let’s continue from where we left off. This is the second instalment of a three-article series.
What does LeBron James’ first ring signify? Part 1
As expected, LeBron James has finally won his first championship. I’d like to share my thought on the mythological and archetypal significance of his first ring. This is the first installment of a three article series. Let’s go!
Why do place brands fail? The mistakes of the consultant. Part 1
NEWS FLASH: 86% of place brands fail within a year of introduction!
Over the past ten years, k629, a place-branding consultancy, has developed a database of more than 5,000 place brands. From that data source, they have found that only 14% of place brands continue a year from launch. They estimate nearly $75 million has been spent on failed place brands. So, the obvious question is: “Why the success rate is so low?” I believe there are two answers to this question. Let’s start with the mistakes that consultants make…
What makes Apple special?
I’ve been writing about branding for years, yet only one of my articles talks about the greatest brand of our time: Apple… Here is why: As soon as we start talking about brands and branding, it becomes extremely difficult to find an article that doesn’t refer to Apple. Every conference I attend, analyzes Apple as a brand… Every presentation I watch, accurately or wrongly, uses Apple as an example… I like Apple, I use their products and I admire what they stand for. But since there is too much talk about the brand, the point I’d try to make will eventually get diluted. So, “media saturation” is why I don’t talk or write about Apple. That said, Apple has a “special meaning” in our world. And today, I intend to analyze it for you…
