Merk en Interactie: hoe Archetypen het merk persoonlijkheid geven in de digitale omgeving

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Het Merk is in toenemende mate gevormd door 'micro-interacties': persoonlijke interacties via sociale media, of diensten zoals apps. Merken hebben - nu meer dan ooit - persoonlijkheid nodig om de connectie met consumenten te maken. Merk archetypen kunnen helpen om het merk scherper te definiëren en zo 'gedrag' te bepalen.

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