What Band is Your Brand?  Pop Icons Provide a Language for Brands.

Posted by Owen Matson, Ph.D. on Apr 7, 2017 3:28:54 PM

 

Brand Archetypes are nothing new.  That's the problem.  They need a refresh. 

Marketers have long used mythical archetypes to fashion brand stories.   Mythic archetypes appeal to the values of audiences by explaining how a brand enables participation in a heroic story.  For instance, in an article for the Content Marketing Institute, Bryan Rhoads explains that the archetypal “Overcoming the Monster” story line follows a prototypical “David vs. Goliath” structure that places customers as the quintessential “underdogs” in a fight against a “larger evil”: 

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Topics: B2B Brand Writing, Brand Voice, B2B Branding,, Brand Identity, Brand Archetypes, Brand Story, Brand Development

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