How archetypes and emotion help build meaningful difference. Brand owners need to look to emotion in brand positioning to find the elusive point of difference. Find out how brand archetypes can reveal the nature of the emotive needs in a category and help you build meaningful difference.

We know that powerful brands share three qualities: they are more meaningful to people, they are different to other brands, and they come to mind more quickly and easily than the competition. They also offer a frictionless choice. The phrase ‘easy to mind, easy to buy’ captures this idea nicely and has become a shorthand of sorts to guide brands in thinking about the essentials in their strategy.