2012 BrandZ Top 100. Consumer categories rebound Consumer categories experienced the strongest brand value appreciation as confidence and spending improved overall, despite economic difficulties in Europe and the slowdown in the BRIC markets.
Food & drink experience mixed results Changing consumer habits, ongoing health concerns and economic pressure on core customers moderated results. Brands emphasized value, added healthier menu options, and remodeled locations. Technology brand value remains flat. Brand archetypes. I learned the power of archetypes from Joseph Campbell’s classic interview with Bill Moyers.
The explore the universal themes, characters, and stories that repeat throughout history, appearing in every form of human expression from the Bible to Star Wars. These archetypes repeat because they resonate deeply with human consciousness. I first saw Joseph Campbell’s work applied to brands at General Mills, when the Wheaties team worked hard to understand and unlock “The Hero” archetype. I then learned that TBWA/Chiat used the archetypes as part of their exploratory work with brands.
Comment Lego valorise l’ego des fans. Brands & Experiential Marketing.