Reinventing Virtual Events

CHAPTER 16The Art of Branding Events

When people use your brand name as a verb that is remarkable.

—Meg Whitman

The 12 Brand Archetypes are from psychologist Carl Jung and represent the collective unconsciousness of all people. These sound like the “Outlaw, Explorer, Ruler, Lover, and so on.” Agency work tends to follow these brand profiles rigidly as if it were the gospel. What Julia does at HYPCCCYCL is help our clients break the mold and thus “break out of their silo” by mashing up contrarian brand features.

Agencies follow a linear progression around these brand voice wheels that jives well with Jungian psychology. The downside is you lose the ability to build an utterly disruptive gestalt because it simply enforces your audience's prevailing, predicted pattern.

To interrupt that pattern, your brand can be “candid yet provocative” or “knowledgeable yet aggressive” in infinite permutations (as in the preceding graphic). Typically, all the agencies pick four standardized qualities, so you choose the brand personality based on a fixed structure. We are hybridizing the Jungian constructs and others to create a fusion or synthesis that will disrupt your consumer experience.

We include a brand voice and a brand vision section in our WRKSHP™. First, we get you to build a swipe ...