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Improving social media brand personas using archetypes

Author

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  • Conejo, Francisco J.

    (University of Colorado Denver, USA)

Abstract

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.

Suggested Citation

  • Conejo, Francisco J., 2017. "Improving social media brand personas using archetypes," Journal of Digital & Social Media Marketing, Henry Stewart Publications, vol. 5(2), pages 189-202, June.
    • Handle: RePEc:aza:jdsmm0:y:2017:v:5:i:2:p:189-202
    as

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    More about this item

    Keywords

    digital; internet; social media; marketing; brand; persona; archetype;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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