The most famous brand archetype success of all time is also the most documented.
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Guest Author, Author at Branding Strategy Insider - Page 4 of 22
In his book The Paradox of Choice Barry Schwartz has shown that an excess of choice for the consumer usually has a negative impact on sales results.
Our senses are constantly taking in a vast amount of data, such as the words on this page, the color of C3PO, the smell from the cup of coffee on your desk, the sounds of conversations around you (which we know we shouldn’t be listening in on, but which we can’t completely ignore).
The basis of story is the underlying tensions or contradictions that we all face in our lives. The greater the contradiction, the more powerful is the story. Brands can uncover these contradictions through strategic storytelling.
Is your business selling a niche, fad or mass market consumer discretionary product? The answer makes a big difference in how to best market and manage growth for new product launches. To explore these product distinctions – and see the consequences of making the wrong bet — consider what a well-known company making action video cameras and another selling home carbonated soft drink machines have in common.