some brands just make you feel good! You enjoy mapping their communication. Experiencing a string of sensorial encounters — a synaesthetic interplay of sensations blended together. Like having a good meal, visiting a new city or a night out with friends. Certain brands make you laugh and cry one minute then feel confident and empowered the…

Exploring the changing role of brand archetypes in customer-brand relationships: Why try to be a hero when your brand can be more? Authors Dr Omar Merlo – Associate Dean and Academic Director of the MSc Strategic Marketing programmes at Imperial College Business School Andreas B. Eisingerich ­– Professor of Marketing at Imperial College Business School Richard Gillingwater – Founder RADNB Jia…

Just as a sommelier tunes into the elements within a glass of wine, so we need to tune into the elements – complex emotional drivers and feelings – that lie at the heart of any piece of branded communication. RADNB (Research: Archetypes, Design, Narrative & Brands) helps you tune into these drivers and identify the elements…

For over two decades, many consultants and agencies have encouraged managers and marketers to leverage archetypal meaning to strengthen their brands. The idea that when a brand taps into one specific archetype, it can trigger associations, universal patterns and emotional responses that influence consumer behaviour. Archetypes, the theory says, help brands connect with customers on…