What is the essence of your brand? What does your brand stand for? And what are it’s underlying values and assumptions that fuel your brand strategies, goals, philosophies, values, etc.? Defining this piece of the puzzle, is the foundation for creating a persona that truly resonates to your customers and creates meaningful conversations.
In the workshop, we will use Archetypes to discover your underlying brand values. It’s a tool to understand the culture of a brand and what motivates your customers. ”The brand Archetype image signals the fulfillment of basic human desires and motivations, and release deep emotions and yearnings.” – Margaret Mark and Carol S. Pearson, The Hero and The Outlaw.