Archetypes And Brand Meaning

Earlier this year, Janet conducted marketing capability training for a major FMCG company in Australia and New Zealand. One of the subjects touched on was archetype theory, and how archetypes play a role in contributing to solid, sustainable brand positioning.

So what's an archetype? How does it relate to brand marketing?  Click on the link to download our presentation. If you have any questions, please get in touch at

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