symbolism
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Daddy, where do archetypes come from?
Are archetypes limiting or a source of endless inspiration for marketers?
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Lack of deep insights lead to poor advertising
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…
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How to differentiate your brand? Part 6
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…
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How to differentiate your brand? Part 4
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…
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How to differentiate your brand? Part 3
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…
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How to differentiate your brand? Part 2
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…
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Three mature archetypal meanings of ice cream
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…
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Three youthful archetypal meanings of ice cream
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.…
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When to celebrate your brand’s history?
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…
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How to create a buyer persona?
“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…