Hero or Outlaw? How to Use Archetypes in Marketing Your Brand

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Most organizations identify user demographics and react to user behaviors. (i.e. number of clicks, social media engagement, and search results.) While this is very important, it is only part of the picture. Understanding and appealing to the deep psychological reasons why users desire something, can create a connection that fosters trust. Archetypes in marketing promote this emotional connection through the thoughtful and intelligent use of look, feel, voice, tone and imagery. The result is a unique and authentic brand that resonates with your target persona.

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