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We advise leading brands worldwide including corporations, communities, societies, professional associations, institutions, countries, world-class professionals, celebrities and successful individuals who are willing to make a promise with their brand. In the business landscape, change is driving everything and paradigm shifts are occurring everywhere. Transformational change happens through tipping points – rapid alterations that occur once a critical ratio has been achieved. The human brain is a constantly evolving organ, and we are not necessarily stuck with our habits of mental functioning.
Our development of the Promise science has categorically demonstrated the power of a clear consensus around an organization’s expressed statement on intentionality. If you find our thought pieces on brand strategy and brand management insightful and would like a deeper understanding for yourself, your marketing teams or leadership teams we can develop a tailored learning solution for you. Brand Education is a core competency of The Blake Project, the brand consultancy behind Branding Strategy Insider.
Branding Strategy Insider helps marketing oriented leaders and professionals build strong brands. Subscribe to Branding Strategy Insider Now and get regular updates and two FREE Chapters of Brad VanAuken's best selling book Brand Aid direct to your inbox. One long-standing example of such success dates back to 1955 with the advent of the Marlboro Man. Additional examples abound; however to understand the purpose for using these archetypes, and the reasons for their success, we must examine the psychology behind them.
Psychology is the study of the human psyche, the mind’s role in and affect upon human behavior.
Jung’s theories of archetypes relate to his theory of the existence of a collective unconscious. While this all sounds less scientific and more mystical, note that Jung considered the human psyche to be primarily spiritual in nature, not unlike the Buddhist concept of mind. Jung’s archetypes are thus patterns of thought and associated behaviors that exist in every human being.
This is also related to the proven effectiveness of subliminal suggestion or subliminal advertising, wherein suggested behaviors are passed before the human senses at a rate too fast to be perceived by the conscious mind.
Consider further that subliminal advertising has evolved into what we now call product placement advertising.
In the 1988 blockbuster movie DIE HARD, one of the thieves provides a moment of comic relief by reaching under a concession counter, picking up a Nestle’s Crunch candy bar, and eating it.
Contributed to Branding Strategy Insider by: Alisha Webb at Datadial, a London based marketing agency. Some searching questions recently from executives who seem to pride themselves on being brand skeptics prompted me to review the parameters of what brands can do, what they can’t and why I still believe that branding is a vital business activity.


There are five drivers of customer brand insistence – awareness, relevant differentiation, value, accessibility and emotional connection. The capacity to transform our thinking is not just a dream or promise of psychotherapy; it’s an immediately demonstrable fact of the way our brains are wired.
As Orin Smith explains in The BrandPromise, Starbucks’ guiding purpose was instrumental in creating their paradigm shift. This Promise begins with a different mindset than “business as usual.” It’s not just about doing a good job – it’s about optimizing the emotional and functional benefits from a customer’s perspective.
As practitioners and educators we deliver interactive brand education workshops and keynote speeches designed to align individuals and organizations on essential concepts in brand management and empower them to release the full potential of their brands. Army and Wyndham Worldwide are some of the organizations that have turned to The Blake Project for help in meeting learning objectives. We focus on sharing thought provoking expertise that promotes an elevated conversation on brand strategy and brand management and fosters community among marketers. The Jungian-based psychology behind the use of archetypes began in earnest shortly after World War II.
The campaign featured an archetypal rugged, straight-shooting, unpretentious American cowboy. He first appeared on the scene in 1963 and was instrumental in propelling the small hamburger franchise into one of the world’s largest multinational corporations.
Another famous student of the psyche, Sigmund Freud, affirmed that each person has his or her own personal unconscious mind or mental state.
Deep within the collective unconscious, symbolism triggers the association of the primordial thought and behavior pattern and that in turn affects a conscious behavior. While some quarters refute that subliminal advertising really works, consider that on January 24, 1974 the U.S. The difference here is that the suggestive images appear at a level just within conscious perceptibility. One sees a late night pizza advertisement and within minutes is on the phone placing an order. It is incumbent upon the brand manager to determine the correct archetype for the brand and to provide a physical body for that conceptual entity. Successful brands utilize symbolism, the personification of the archetype, to tap into the human emotions that lay buried deep within the collective unconscious and evoke an associated behavior.
Price can be influential in portraying a brand as affordable and ‘on the side of the customer’, or exclusive and just for the few.
In today’s business climate, it’s essential for individuals and organizations to understand how to successfully harness the inevitability of change for their benefit. But the potential for transformations that are inherent in “neuroplasticity” often won’t just happen automatically.


BSI is a service of The Blake Project, a leading brand consultancy based in the United States, serving marketers around the world. Carl Jung, the founder of analytical psychology, also conceptualized the theories of archetypes and the collective unconscious.
Within a short time after its debut on the airwaves and in the print media, sales jumped by over 5,000 percent. Kids and families believed that McDonald’s was a happy place, a place of fun and good food.
To understand psychology, one must accept that the frontier of the human mind remains largely unexplored. Jung expanded this by asserting that in addition to that state, all humans shared a deeper state, which he called the collective unconscious. This is similar to the way in which a real hypnotist can affect behavior by reaching into the darkness of one’s subconscious mind and planting a suggestion there. The human eye may or may not see the Pepsi machine in the background as the action hero blasts his way out the train station. Though no studies exist for that scene, it is plausible to believe that some percentage of the audience felt compelled to join in with a trip to the theater concession stand. The question is how does the public perceive your images and do they reach into the collective consciousness and evoke the desired behavior? It can generate responses ranging from the thrill of a bargain to the indignation of a price tag that seems far too steep. There truly is a science of transformation – a newly emerging field of inquiry that explores the human side of how we undergo radical, paradigm-altering change. His theories certainly seem to have great merit, given their unparalleled success when applied to consumer marketing and product branding. It is in this realm that one finds primordial thought patterns and instincts that evolved in the human psyche over the period of human physical evolution. Transformational change at both personal and societal levels is often nonlinear – it behaves in unexpected ways, often surprising us with its apparent suddenness. It is what our customers expect of us and the reason for their loyalty and emotional connection to the brand, as well as the foundation for our success. For those of us responsible for fulfilling our commitment, it is our common purpose that is widely shared at all levels of the company.



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