Brand positioning with archetypes
A major problem with brand positioning is that managers and customers often take themselves out of the brand design process. Nevertheless, there are fascinating positive examples, such as Starbucks, Apple and Red Bull, which have managed to survive times of crisis. Why do such brands succeed in doing what others fail to do?
Our answer: Many successful brands embody archetypes that appeal to certain basic themes in us that are thousands of years old. It is about telling your own employees and customers precisely one of those stories that are hidden deep in the collective unconscious of all people. This inner transformation ensures a brand's inviolability even in times of crisis.
Transformative marketing
Transformative marketing was jointly developed by Andreas Salcher and Wolfgang Eigner and is considered one of the most innovative brand positioning concepts that has already been successfully used by many companies.
The concept is implemented in a 3-day process developed by us:
Day 1
Finding the dominant archetype of your brand and defining the relationship of decision-makers, employees and customers to this archetype (using a specially developed test).
Day 2
Joint development of the history of the archetype in the form of a "Company Academy", in which desktop research is carried out with experts from trend research and marketing to find the basic substances of the brand.
Day 3
The decision-makers write the archetypal history of their company together.
Transformative marketing was jointly developed by Andreas Salcher and Wolfgang Eigner and is considered one of the most innovative brand positioning concepts that has already been successfully used by many companies.
