More than ever before, mergers & acquisitions are brand-driven choices for the continuous growth and development of an organization. When executed right, a strategic expansion can secure transformation success and create new, powerful verticals. However, merging or acquiring another brand requires a clear understanding of the forces that come into play when integrating two organizations — effectively transforming them into a new reality. And changing the brand strategy at the very core.

“We need a new narrative” is not uncommon to hear at executive meetings. It’s no longer enough to say “we make great shoes”. Nowadays it’s too easy for a story to become generic or outdated. It must inspire, excite, attract, and engage. And it needs to be unique. To your brand alone. And so - in comes the core narrative. A strategic, and fundamental story that defines your brand.

One of the major tools of brand strategy is the development of Carl Jung’s (the psychologist) summary of the 12 personalities of humankind. Altered to fit the world of business today, the archetype theory fits right into the concept of brand being the combination of thoughts, experiences, and associations a human brain has towards a company - which in turn, preferably, create value for the firm.