Brand Vision Archetypes: Creating Brands With Meaning - Paperback

by Kim Boehm (Author), Peter Steidl (Author)

The authors present the neuromarketing foundation underlying the concept and application of Brand Vision Archetypes, clarify important issues including how many archetypes you should work with, how and when to use primary and secondary archetypes, how to avoid default and shadow archetypes, to the question of when you should change your brand vision archetype. The book includes a complete set of archetypes and guidelines for conducting a Brand Vision Archetype and a Touchpoint Engineering workshop, respectively. Kim is Head of Talent and Marketing with the Clemenger Group in Australia, which is BBDO's local advertising agency partner. Peter is a marketing consultant and neuromarketing expert who has worked with leading corporations in 20 countries on five continents.

Author Biography

Kim Boehm has worked in advertising in Australia for more than 30 years. He has been Managing Di-rector of three advertising agencies - Clemenger Harvie Edge in Melbourne, Y&R in Melbourne and Clemenger BBDO in Adelaide. He has also held senior management roles at Clemenger BBDO Melbourne. Kim's clients have included several of Australia's most well-known brands in categories including packaged goods, automotive, retail, financial services, government and social marketing. The perspective Kim brings to this book is through his experience in working with many clients to help define and communicate their brand story. In this guise, Kim has worked with Peter Steidl numerous times and has practical experience with using archetypes. Kim is currently the Head of Talent and Marketing with the Clemenger Group in Australia; he also holds the non-executive position as Chairman of the Australian Dance Theatre. Dr Peter Steidl has lived in Austria, Germany, the United Kingdom and Australia and has carried out assignments in 20 countries on five continents. Known for his combination of commercial astuteness and creative thinking skills, Peter advises Fortune Global 100 corporations, start-up companies, professional services firms, federal and state government agencies and not-for-profit organizations on the development and derisking of marketing strategies and their execution. Peter has an MBA and PhD from Vienna University and has served on the permanent staff of Vienna and Adelaide Universities, taught in the MBA program and held a Visiting Adjunct Professorship at Curtin University in Perth. He has been a Temporary Advisor to the World Health Organization, has represented Australia at the European Center for Social Science Research and Documentation and Austria as Honorary Consul for South Australia and the Northern Territory, and has served on government boards and committees as well as on the councils of not-for-profit organizations. Peter is a prolific writer. His most recent books include: Shopper Marketing. Neuromarketing Strategies to Win the Battle at the Shelf, with Carl MacInnes, NMSBA 2016; Neuromarketing Essentials. What Every Marketer Needs To Know, NMSBA 2016; Neurobranding (2nd edition), Createspace 2014; Neuromarketing for Dummies, with Stephen J. Genko and Andrew P. Pohlmann, Wiley, 2013; Waking the Giant. Revitalizing the Mature Brand, Wiley 2009; Survive, Exploit, Disrupt. Action Guidelines for Marketing in a Recession, Wiley 2009.