Creating Brand Meaning: How to Use Brand Vision Archetypes

by Peter Steidl

Are brand pyramids amongst the seven wonders of the world of branding? Or are they just reminders of a past civilization that has lost relevance in today's operating environment?Surveying today's landscape of poorly positioned brands one has to conclude the latter. Fortunately, there are alternatives to this outdated practice.This book introduces you to brand vision archetype or, if you are already a convert, allows you to confirm and extend your current practice. It has been written for practitioners and includes all the essential insights and understanding required to apply brand vision archetypes properly, honed in a multitude of assignments carried out by the author over many years. It presents detailed guidelines for conducting brand vision archetype and touchpoint engineering workshops. It also presents the archetype collection - 28 archetype cards with all the details you need to select the right brand vision archetype for your brand.You can start using this tool today and reap the benefits of being one of the early adopters, or you can wait until your operating environment finally renders traditional, artificial planning processes totally ineffective. The choice is yours.

178 pages, Paperback

First published February 8, 2012