Brand archetypes are rooted in the work of Carl Jung, the nineteenth-century Swiss psychiatrist, and psychoanalyst who founded analytical psychology. He understood that an archetype is universal and is derived from the collective unconscious and are the psychic...
Aunt Jemima brand will no longer be on supermarket shelves by the end of 2020. Quaker Oats, owned by PepsiCo, decided to retire the 130-year old brand and logo. (their language). The brand will change with a new brand and package. They will move beyond the racial...
A rose by any other name would smell as sweet. Global warming is bad. But the word global and warming are good words. Atmospheric cancer is bad and sounds bad—no escaping it. What if we were fighting atmospheric cancer, not global warming? In a recent interview with...
Creating a sharp positioning statement for a brand reminds me of the story of the proverbial woodsmen who proclaims if he had an hour to cut down a tree, he would spend 50 minutes sharpening his blade, and 10 minutes cutting down the tree. First of all, a sharp...
A guest post by my friend Derrick Daye from The Blake Project about BrandInsistence. This was first published on Branding Strategy Insider. Every established brand should have a clear understanding of its brand equity. The Blake Project’s BrandInsistence brand...
When customers engage with your brand, what do you want them to feel? Apple is the grandmaster of focusing on emotional states. I love to observe them. Take one minute and thirty seconds to learn from the best. Apple Video In case you can’t see the video within...
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