Who are You? Really?

Brand Archetypes and Defining the Character of your Organization

More and more products and services are introduced each year, to an increasing cacophony of marketing messages. How can you cut through the clutter? How can you create a unique, intuitively recognized positioning for your brand that transcends the noise? We believe that adroit use of archetypes is key. Archetypes are characters that we recognize from cultural stories that are core to our understanding of the world: the Hero, the Jester, the Magician, the Lover, and others. Applying archetypes requires a blend of art and science, because you must combine dominant and secondary archetypes to create a truly unique and differentiated archetype all your own.

Lee Shupp from Cheskin Added Value will lead this interactive round table discussion on the importance and application of archetypes to brand development. We welcome your presence and point of view, as multiple perspectives will provide a rich discussion for all.