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What IS a brand archetype? Why is it SO powerful? Are you MISSING out if you don’t use one?

Today, we’ll explore how three global brands – Amazon, Apple, and Facebook – utilize their brand archetype. More than that… what do we do if the archetype you create for a brand isn’t reflected in the perception that consumers have of the brand?

 

Episode Article:

• “The meaning of a brand? An archetypal approach”
  https://www.emerald.com/insight/content/doi/10.1108/REGE-02-2018-0029/full/pdf?title=the-meaning-of-a-brand-an-archetypal-approach

 

Mentioned In Episode:

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