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.
-
Key to customer loyalty
There are some brands that I find so successful. I call them magnetic. One of those brands is Maui Jim, the sunglass company. The brand is best known for its high quality,…
-
Brand Storytelling
Carl Jung once said, “Never do human beings speculate more, or have more opinions, than about things which they do not understand.” Unfortunately, brand storytelling is one of those things. Let’s try…
-
LeBron James: Really a villain brand?
A lot has been written and said about LeBron James and his famous decision to sign with the Miami Heat. So why address this topic now? Hasn’t everything been said about “the…
-
GAP’s mistake, Starbucks’ success
Months ago the apparel brand GAP introduced its new logo in stealth mode, which created such a backlash that even the most experienced brand professionals were surprised. Truth to be told, no…
-
What is missing from Toronto Raptors’ brand strategy?
I am an avid fan of basketball and Toronto Raptors. Be that as it may, this article is not about the most recent lackadaisical season of the Raptors. If you want to…