consistent to his promise and identity. What makes a successful brand? The 6 words that summarise this section are: Consistent Authentic Congruent Transparent Aligned Coherent What do these words mean to you? How well do you feel they apply to you?

The truth was that these brands had become phenomenally valuable not only because of their innovative features or benefits, but also because these properties had been translated into powerful meanings. They were worth millions of dollars because they had gained a kind of meaning that was universal, larger than life, iconic.

The best archetypal brands are—first and foremost—archetypal products, created to fulfill and embody fundamental human needs.

This book addresses the critical need, and the tremendous opportunity, to create, preserve, protect, and nurture brand meaning by leveraging its deep archetypal roots.