Brand psychology and archetypes
What psychology explains about brand behaviour that market research doesn’t. Archetypes, motivation and the unconscious patterns behind why people choose one brand over another, drawn from a background in psychology applied to twenty-five years of brand strategy.
-
Explore Canada “gets” it!
About six months ago, Canada launched a tourism campaign called “Know Canada,” targeting Americans. We discussed why the strategy of the campaign was wrong. Here is the key argument: The campaign is based…
-
Systems Thinking and Toronto Raptors
Two years ago, I wrote an article about the Raptors’ brand strategy or lack thereof. Recently, I asked the Raptors Republic community what has changed over the last two years. The topic…
-
Branding Czech Republic Part 1
The most challenging type of branding project is place branding. As such, I have written quite a bit about the unique challenges of that beast. Unfortunately, most of those projects are destined…
-
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,…
-
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.
-
Why do place brands fail? The mistakes of the places. Part 2
Previously, we mentioned that 86% of place brands fail. Then, we first examined the mistakes that brand consultants commit. Today, we will talk about the other half of the equation: The errors…
-
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…
-
Archetypes or stereotypes?
In the intricate dance of place branding, merely twirling to the tune of stereotypes often leaves cities spinning in circles. With 86% of place branding projects failing, it’s high time cities looked…
-
Know Canada?
Below, is the comment I left on an article on Brand New. My thoughts on Canada’s new campaign generated some interest, so I decided to share them with you. Enjoy it! “I…
-
Brand Jordan
NBA lockout is about to end. The hot topic of discussion is what’s the damage to Brand Jordan? Michael Jordan is arguably the greatest basketball player of all times. But his skills…