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Archetype Branding
Uncovering brand archetypes in the fashion industry
Mirela Lacerda
What Apple, Coca-Cola and Disney have in common? They are cultural symbols!
They have built
Emotional engagement
Remarkable identities
Powerful brand images
The brand image...
Communicates its values
Directs actions
Is embedded in emotion
Image + emotion = archetype
Archetypes...
Are universal and timeless
Are part of the collective unconscious
Create identification
The archetype definition is the start point to build the brand
identity
Brand
archetype
Brand
soul
Target
Values &
positioning
Compe
titors
Storytelling
Chanel
Archetype = Lover
Coco’s ideal of feminity and seduction
Chanel
Diesel
Archetype = Jester
Have fun, enjoy life, seize the day
Burberry
Archetype = Ruler
Status and prestige built around
London lifestyle and the iconic
trench coat
Tiffany
Archetype = Lover
A celebration of love and special
moments in life using New
York as scenery
Alexander McQueen
Archetype = Creator
Nature, religion and history are
elements of a disturbing and
provocative vision
Stella McCartney
Archetype = Innocent
Sustainability, childish elements
and a search for paradise
Paul Smith
Archetype = Creator
Arts, irreverence and a
twisted vision on classics
Brand “X-Ray”: who, when, where, how and why?
Development: story, mission, vision, values, positioning,
competitors, target audience; communication, promotion
and sales channels
Research Goals Archetype definition Report
Emotional
(desires and expectations about the brand)
X
Rational
(business strategy)
Goals Archetype definition ReportResearch
Research Goals Archetype definition Report
Brand
history
Brand
archetype Target
Values &
Positioning
Competitors
Storytelling
Research Goals ReportArchetype definition
The Report is a guide that works as “brand compass”, providing
detailed information about:
- The archetype definition and its application
- Mission, Vision, Values and Positioning
- Visual References
- Marketing and Communication Strategy
www.modalogia.com
mirela@modalogia.com.br

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Archetype Branding for Fashion