The book entitled 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. Brand Prototyping presents a unique method that enables the brand to create a strong identity and to develop a meaningful relationship with the consumer.
The 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 process itself offers a solution to the paradox that faces every brand: the need to stay the same by continually adapting.
About The Author Of Brand Prototyping:
Michel Jansen (1972) studied business administration at Radboud University, Nijmegen, the Netherlands. During his studies, he specialised in brand theory, with his Master's thesis focusing on Endorsement Branding. Since then, Jansen has gained wide experience and broad expertise as a brand consultant.
In 2000, he started his career at the Positioneringsgroep brand consulting agency. Since 2005, he has been a Senior Consultant at HIGHvalue Brand Driven Innovation. During these years, he worked together with numerous national and international clients in diverse markets (FMCG, finance, leisure, retail, industrial, philanthropic, etc.) on highly varied issues including identity development, portfolio branding, extension issues, out-of-home branding, etc. These clients operated in both the business-to-consumer market as well as the business-to-business market.
In addition to his consulting work, Jansen regularly appears as a guest lecturer at several national and international universities, including Erasmus University of Rotterdam, the Academy of Management in Groningen, Radboud University in Nijmegen, and the Stockholm School of Economics in Russia. He is also the author of several books (including Strategic Endorsement Branding, Team Up to Grow and Brand Alliances) and of various articles about brands.