This was an excellent read! Thanks for sharing the Brand Archetype Matrix. It gave me some questions to start thinking about branding a new apparel company. At the moment, my “internal workshop” would just be me. Do you have any advice on creating brand references to put into a unique construct with a defined architecture? Also, once the archetype is defined, how does it translate to knowing how to market on the right channel? I understand how the archetype can ensure that consumers encounter the right stories and products at the right time, but the right channel confused me.
This was an excellent read! Thanks for sharing the Brand Archetype Matrix. It gave me some questions to start thinking about branding a new apparel company. At the moment, my “internal workshop” would just be me. Do you have any advice on creating brand references to put into a unique construct with a defined architecture? Also, once the archetype is defined, how does it translate to knowing how to market on the right channel? I understand how the archetype can ensure that consumers encounter the right stories and products at the right time, but the right channel confused me.