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Podcast: The Intuitive Customer - Helping You Improve Your Customer Experience To Gain Growth
Episode: Brand Archetypes: Straightjacket or Springboard for CX?
Description: In this episode of The Intuitive Customer, Professor Ryan Hamilton is joined by guest co-host Ben Shaw, Chief Strategy Officer at MullenLowe, to explore the enduring role of brand archetypes in marketing and customer experience. They revisit the origins of archetypes in Jungian psychology and the influential book The Hero and the Outlaw (Pearson & Mark), before debating how useful the framework remains today. Together, they discuss the power of archetypes to create consistency, unlock creativity, and guide internal decision-making while also recognizing their limitations, risks of rigidity, and occasional resemblance to horoscopes. The conversation ranges from brand strategy in...