The book Brand Prototyping resolves the greatest paradox of modern brand building, namely the need to continually adapt to the developments in the context by capitalising on the changing consumer needs in a relevant manner, without damaging the brand identity. In this way, the brand is able to build a meaningful relationship with the consumer.
Archetypes
Creating a strong identity is one of the greatest challenges for the brands, because brands with a well-defined identity are better equipped to create a meaningful relationship with the consumer than brands with an unclear identity.
By developing the brand identity based on an archetype, the brand connects with the unconscious consumer ambitions and aspirations, laying the groundwork for the development of a meaningful relationship with the consumer (and other relevant stakeholders).
Brand Prototyping presents a unique method that enables the brand to create a strong identity and to develop a meaningful relationship with the consumer. This Brand Prototyping Process® is derived from the Jungian archetypes, because these provide a framework that guides the building of a brand in an individual, consistent and consequent way. By virtue of their timeless and universal nature, they offer the ability to create a link between the static and dynamic brand identity. The Brand Prototyping Process® is the first concept that can offer concrete tools for relevant renewal within the identity such that the relationship remains meaningful and the brand is seen as vital and dynamic. Thus the Brand Prototyping Process® offers a solution to the paradox that faces every brand: the need to stay the same by continually adapting!
