Added Value Plays Game With Brand Archetypes

In the UK, Kantar-owned brand and insight agency Added Value has created an interactive board game, to enable marketers and brand managers to define true brand character and help them better inform the creative brief, and evaluate competitors' communications.

The Archetype Game is played in teams in a workshop environment facilitated by Added Value. Depending on the specific client brief, the game can be played several times for different brands, and can also be used to evaluate a number of campaigns or media platforms for the same brand to ensure consistency, or potentially uncover inconsistency.

While not officially launched until Monday 28 July, the game was recently played by 100 senior marketers and brand managers at the firm's Branding for Good Summit. The ten teams of eight or more members compared Tesco and Marks & Spencer's brand personality, and all teams arrived at the same personality archetypes.

'The game really helps clients to define the character of their brand and carve out a unique and tangible destination for the brand positioning, which supports our belief that the two go hand in hand,' commented Co-MD Bart Michels.

Using the thinking behind Carl Jung's Archetype Theory, the firm says its game works well with individuals or teams from different areas of the client business.

'The archetypes are so intuitive and simple to understand,' added Associate Director of Cultural Insight, Izzy Pugh, part of the game's development team. 'It also crosses the barriers of language and culture really effectively for a brand operating in different markets.'

The game will be launched a week on Monday at The Century Club in Soho, London, where clients will be able to play the game and hear about how it has created impact for one of the company's key clients.

Added Value has 25 locations in 15 countries and offers brand development and marketing insight services. In April, the firm appointed Janine Hawkins as Global CEO.

Web site: www.added-value.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.

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