Improving social media brand personas using archetypes

Francisco J. Conejo
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Francisco J. Conejo: University of Colorado Denver, USA

Journal of Digital & Social Media Marketing, 2017, vol. 5, issue 2, 189-202

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.

Keywords: digital; internet; social media; marketing; brand; persona; archetype (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2017
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