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Improving social media brand personas using archetypes
Conventional social media brand personas, mirroring target markets, suffer limitations: they lack consistency, uniqueness, genuineness and unity, which affects the overall brand positioning. To improve social media brand personas, Jungian archetypes are advised. Not only do archetypal brand personas overcome the above limitations, but they are particularly suited for the social media context. Stemming from the collective unconscious, archetypal brand personas tap into fundamental patterns hardwired into the human mind since ancestral times. They are more meaningful and engaging, and better able to cut through the current social media clutter. This paper presents an archetypal brand persona development process, and insights as to how it might be better implemented.
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Francisco J. Conejo is Senior Marketing Instructor/Researcher at the University of Colorado—Denver. His research intersects branding, psychology and entrepreneurship, having been published in outlets such as the Journal of Brand Management, Journal of Macromarketing, Journal of Digital and Social Media Marketing, Journal of Place Branding and Public Diplomacy, Services Marketing Quarterly, Entrepreneurship Research Journal, Journal of Sport and Tourism and the International Journal of Business and Management. Before entering into academia, Dr Conejo worked extensively in industry, marketing consumer goods and services across a variety of categories. He is an experienced ethnic marketer, having serviced Hispanic and African-American consumer markets. He is also an accomplished international marketer, having helped take leading American brands around the world.