Last week the 30th birthday of the death of Elvis Presley was celebrated and next week, it will be 10 years ago that Princess Diana unfortunately deceased in a car accident in Paris. Both personalities have only a few things in common, however they are both strong archetypes. Brands also strive to act upon one archetype, especially niche brands. But, is this still a valid strategy in times where the consumer has multiple personalities?
Read all about it in this weeks' column.
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