The concept of brand archetype is well established as a managerial tool. It is a productive way of placing brand personalities and brand communication in a cultural context.
There are many alternative models of archetype structures that help brand planners think about alternative archetypes.
However, what is needed is a productive means of assessing brand archetypes and placing them in a competitive context.
Here is my Brand Archetype Assessor. It will help you accomplish that goal.
You see that the cardinal dimensions are rational versus emotional and active versus passive. There is a vast amount of scholarly literature supporting these as key dimensions.
Then, within the cardinal directions, you will notice the sub-dimensions of productive versus creative and mindful versus playful.
I've illustrated these major dimensions with brand exemplars. Let me know if you have questions, and I am also available to make presentations on this and other topics.
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