motivation
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Are archetypes limiting or a source of endless inspiration for marketers?
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You’ve probably heard the famous proverb: in this world, nothing is certain but death and taxes. As correct as that fatalistic and sardonic saying is, in this day and age- it is also incomplete: During the tax filing season, one must add tax preparation ads to the list of inevitable. They are omnipresent. And, sadly,…
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Over the last two decades, brands have become 200% less distinct from one another. The ones that stand out, however, have something in common: They integrate two seemingly opposing personality traits. In this series of five blogs, I offer different methods to discovering and leveraging the duality embedded inside your brand. By tapping into these insights,…
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Over the last two decades, brands have become 200% less distinct from one another. The ones that stand out, however, have something in common: They integrate two seemingly opposing personality traits. In this series of six blogs, I offer different methods to discovering and leveraging the duality embedded inside your brand. By tapping into these insights,…
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Over the last two decades, brands have become 200% less distinct from one another. The ones that stand out, however, have something in common: They integrate two seemingly opposing personality traits. In this series of six blogs, I offer different methods to discovering and leveraging the duality embedded inside your brand. By tapping into these insights,…
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Over the last two decades, brands have become 200% less distinct from one another. The ones that stand out, however, have something in common: They integrate two seemingly opposing personality traits. In this series of six blogs, I offer different methods to discovering and leveraging the duality embedded inside your brand. By tapping into these…
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On our last essay, we analyzed the three youthful archetypal meanings of ice cream, which were the Inner Child, the Companion, and the Jester. Let’s pick up from where we left off and interpret three more mature archetypal meanings of ice cream. The Seductress Etymologically speaking, seduction means “to lead away, lead astray” in Latin. Back…
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Have you ever heard of the term “benefit laddering?” It is a traditional technique used by most marketers and researchers. Simply put, you start by listing the key attributes of a product. Then you progress to the product benefits. Next, the direct consumer benefits, and finally the key emotional benefits. Based on Maslow’s Hierarchy of…
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Let’s say you are managing a brand that is about to celebrate its 25th-year anniversary. An interesting question pops up: Should you promote your company’s length of life? Should you say something like, “Since 1990”? When does it make sense to celebrate your brand’s history? What’s the right thing to do?
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“Our target audience is 18-48, female and male, C1, B and A.” You might have heard a similar nonsense statement before… The above sentence is a feeble -and rather soulless- attempt to describe a “target” “audience”. I am categorically against using such lingo as it’s a completely outdated way of thinking. I also believe that in this day…
