Archetypes – reflecting the human face of a brand

Archetypes are the characters that reflect the human face of a brand. They’re a way of neatly and vividly capturing the way people feel about a particular brand.

They help brands to understand, adapt to, and help determine how different audiences view them. A brand’s Archetype profile can form the basis of the language and imagery a brand uses. It can be a springboard for creating high-impact communication that ‘feels right’.

Discover where a brand sits in its competitive set and, more broadly, in culture – and where its opportunities lie.

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