{"id":1679,"date":"2022-02-18T16:45:00","date_gmt":"2022-02-18T15:45:00","guid":{"rendered":"https:\/\/thebrandproject.com\/?p=1679"},"modified":"2023-11-23T11:02:44","modified_gmt":"2023-11-23T10:02:44","slug":"arketype","status":"publish","type":"post","link":"https:\/\/thebrandproject.com\/no\/arketype\/","title":{"rendered":"Arketypen bestemmer posisjonen"},"content":{"rendered":"\n<section class=\"block post-intro      first\">\n\n<div class=\"wrapper grid-12 \">\n    <div class=\"img-wrapper fade-me \">\n        <img loading=\"lazy\" decoding=\"async\" width=\"1500\" height=\"1080\" src=\"https:\/\/thebrandproject.com\/wp-content\/uploads\/Archetype-wheel-NO.png\" class=\"attachment-full size-full\" alt=\"Merkevare Arketype hjulet\" srcset=\"https:\/\/thebrandproject.com\/wp-content\/uploads\/Archetype-wheel-NO.png 1500w, https:\/\/thebrandproject.com\/wp-content\/uploads\/Archetype-wheel-NO-720x518.png 720w, https:\/\/thebrandproject.com\/wp-content\/uploads\/Archetype-wheel-NO-1280x922.png 1280w, https:\/\/thebrandproject.com\/wp-content\/uploads\/Archetype-wheel-NO-768x553.png 768w\" sizes=\"auto, (max-width: 1500px) 100vw, 1500px\" \/>             <\/div>\n\n     <div class=\"title fade-me\">\n        Arketypen bestemmer posisjonen     <\/div>\n\n    <div class=\"excerpt fade-me\">\n        Vi som mennesker lever ikke i en objektiv og faktuell verden &#8211; spesielt ikke n\u00e5r det kommer til v\u00e5re tanker og f\u00f8lelser.  Noen ganger kommer man over mennesker (og merkevarer) man f\u00f8ler en kobling med. En tiltrekning det er vanskelig \u00e5 sette fingeren p\u00e5 &#8211; som om vi kjenner dem fra f\u00f8r. Hva er det som tiltrekker oss disse? Hvorfor inviterer vi dem inn i v\u00e5re liv og blir lojale mot de? En av grunnene er arketyper.      <\/div>\n\n     \n<\/div>\n\n\n\n<style>.svg-animation{position:absolute;bottom:0px;right:0px;z-index:0;width:100%;display:block}.svg-animation.bottom{left:0px;right:auto;bottom:0px;top:auto}.svg-animation.top{right:0px;top:-1px;bottom:auto}.svg-animation .wrapper-noanimate{position:relative;display:block;overflow:hidden;width:100%;background-repeat:repeat-x}.svg-animation .wrapper-noanimate svg{position:absolute;bottom:0px;right:0px}.svg-animation .svg-wrapper{position:relative;display:block;overflow:hidden;width:1440px}.svg-animation .svg-wrapper svg{position:absolute;bottom:0px;-webkit-transition:all 3s ease;transition:all 3s ease;right:0px}.svg-animation.large .svg-wrapper,.svg-animation.large .wrapper-noanimate{height:117px}@media screen and (max-width:47.9375em){.svg-animation.large .svg-wrapper,.svg-animation.large .wrapper-noanimate{height:117px}}.svg-animation.medium .svg-wrapper,.svg-animation.medium 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.wrapper .img-wrapper{position:relative;-webkit-box-ordinal-group:3;-ms-flex-order:2;order:2;-ms-grid-column:2;-ms-grid-column-span:10;grid-column:2\/12}section.post-intro .wrapper .img-wrapper img{height:auto}section.post-intro .wrapper .excerpt{-webkit-box-ordinal-group:4;-ms-flex-order:3;order:3;-ms-grid-column:2;-ms-grid-column-span:8;grid-column:2\/10;font-family:avenirreg,sans-serif;font-size:1.5625rem;line-height:2.125rem;font-weight:400;overflow:visible;margin-bottom:1.25rem}@media screen and (max-width:47.9375em){section.post-intro .wrapper .excerpt{font-size:1.125rem;line-height:1.5rem}}section.post-intro .wrapper.aligngrid .title{-ms-grid-column:1;-ms-grid-column-span:8;grid-column:1\/9}section.post-intro .wrapper.aligngrid .excerpt{-ms-grid-column:1;-ms-grid-column-span:8;grid-column:1\/9}section.post-intro .wrapper.aligngrid .border{-ms-grid-column:1;-ms-grid-column-span:12;grid-column:1\/13;height:1px;background-color:black;width:100%;display:block;-webkit-box-ordinal-group:5;-ms-flex-order:4;order:4;margin-top:1.875rem}@media screen and (max-width:63.6875em){section.post-intro .wrapper.aligngrid .title{-ms-grid-column:1;-ms-grid-column-span:12;grid-column:1\/13}section.post-intro .wrapper.aligngrid .excerpt{-ms-grid-column:1;-ms-grid-column-span:12;grid-column:1\/13}section.post-intro .wrapper.aligngrid .border{margin-top:0}}section.post-intro.work .wrapper .img-wrapper{position:absolute;width:100%;height:60vh;z-index:-1;left:0px;-webkit-box-shadow:0px 2px 42px 0px rgba(0,0,0,0.12);box-shadow:0px 2px 42px 0px rgba(0,0,0,0.12)}section.post-intro.work .wrapper .img-wrapper img{width:100%;height:100%;-o-object-fit:cover;object-fit:cover}section.post-intro.work .wrapper .img-wrapper .logo{position:absolute;bottom:3.125rem;left:6.25rem;max-width:15rem;max-height:6.25rem;width:auto;height:auto;-webkit-box-shadow:none;box-shadow:none}section.post-intro.work .wrapper .title{padding-top:70vh;-ms-grid-column:3;-ms-grid-column-span:8;grid-column:3\/11;font-family:avenirbold,sans-serif;font-size:5rem;line-height:5.6875rem;overflow:visible;font-weight:900;margin-bottom:1.25rem}@media screen and (max-width:47.9375em){section.post-intro.work .wrapper .title{font-size:2.375rem;line-height:2.6875rem}}section.post-intro.work .wrapper .excerpt{-ms-grid-column:3;-ms-grid-column-span:8;grid-column:3\/11;font-family:avenirreg,sans-serif;font-size:1.5625rem;line-height:2.125rem;font-weight:400;overflow:visible;margin-bottom:1.875rem}@media screen and (max-width:47.9375em){section.post-intro.work .wrapper .excerpt{font-size:1.125rem;line-height:1.5rem}}@media screen and (max-width:63.6875em){section.post-intro .wrapper .title{padding-top:8.75rem;-ms-grid-column:1;-ms-grid-column-span:9;grid-column:1\/10}section.post-intro .wrapper .img-wrapper{-ms-grid-column:1;-ms-grid-column-span:12;grid-column:1\/13}section.post-intro .wrapper .excerpt{-ms-grid-column:1;-ms-grid-column-span:12;grid-column:1\/13;margin-top:0.75rem}section.post-intro.work .wrapper .img-wrapper{height:50vh}section.post-intro.work .wrapper .img-wrapper .logo{bottom:1rem;left:3.75rem}section.post-intro.work .wrapper .title{padding-top:55vh;-ms-grid-column:1;-ms-grid-column-span:10;grid-column:1\/11;font-size:4.125rem;line-height:4.9375rem;margin-bottom:0}section.post-intro.work .wrapper .excerpt{-ms-grid-column:1;-ms-grid-column-span:12;grid-column:1\/13;font-size:1.125rem;line-height:1.8125rem;margin-top:0}}@media screen and (max-width:47.9375em){section.post-intro .wrapper .title{padding-top:6.875rem;-ms-grid-column:1;-ms-grid-column-span:9;grid-column:1\/10;font-size:2.5rem;line-height:2.8125rem;grid-column:1\/13}section.post-intro .wrapper .excerpt{margin-top:0;font-size:1.125rem;line-height:1.75rem}section.post-intro.work .wrapper .img-wrapper{height:70vh}section.post-intro.work .wrapper .img-wrapper .logo{bottom:1rem;left:1.25rem}section.post-intro.work .wrapper .title{padding-top:75vh;-ms-grid-column:1;-ms-grid-column-span:12;grid-column:1\/13;font-size:2.5rem;line-height:2.8125rem;margin-bottom:0}section.post-intro.work .wrapper .excerpt{line-height:1.375rem}}<\/style><\/section>\n\n\n\n\n\n<section class=\"block content   post\" > \n    \n     \n\n   \n   <div class=\"grid-12\">\n\n    <div class=\"wrapper fade-me  \">\n        \n        \n        <div class=\"content \">\n            <p>En av de store verkt\u00f8yene innen merkevarebygging og strategiutvikling er en videreutvikling av psykologen Carl Jung\u2019s oppsummering av menneskehetens 12 personligheter. Tilpasningen til bedriftsverdenen i dag gj\u00f8r at arketypeteorien passer rett inn i konseptet merkevare; kombinasjonen av tanker, opplevelser og assosiasjoner som mennesket har til en bedrift &#8211; som til gjengjeld (helst) skaper verdi til bedriften.<\/p>\n<p>Essensen er at det er v\u00e5r menneskelige hjerne som bestemmer hva vi tenker om en merkevare, og hvordan vi \u00f8nsker \u00e5 samhandle med den.<\/p>\n<p>Etter hvert som ledere utvikler seg, konkurransen i markedene \u00f8ker og ting g\u00e5r raskere, krever det i st\u00f8rre grad at merkevarer er flytende og kan tilpasse seg de stadige utviklingene. Det \u00e5 definere hvilken type merkevare (eller produkt) man er i dag og \u00f8nsker \u00e5 v\u00e6re i fremtiden, er en essensiell del av \u00e5 skape en fremtidsrettet og skalerbar bedrift.<\/p>\n<h5><strong>Begynn med \u00e5 forst\u00e5 hvem du er i dag\u2026<\/strong><\/h5>\n<p>Du tenker kanskje at du kjenner merkevaren din. Gratulerer, da er du en av 25% av alle ansatte og ledere p\u00e5 verdensbasis som vet hva merkevaren faktisk er. \u00c5 kjenne merkevaren din betyr \u00e5 kjenne til hva m\u00e5lgruppen, interessentene og kunder tenker om merkevaren &#8211; og hvorfor.<\/p>\n<p>Det f\u00f8rste steget i prosessen er derfor \u00e5 plassere merkevaren din p\u00e5 arketype-hjulet &#8211; basert p\u00e5 hvordan den blir oppfattet i dag av de viktigste m\u00e5lgruppene.<\/p>\n<p>Dette krever ofte innsikt basert p\u00e5 analyser eller revisjon av interessentene. Og ikke glem \u00e5 h\u00f8re med de ansatte &#8211; husk de 25 prosentene, og de 75 andre! Du vil kanskje bli overrasket over svaret du f\u00e5r. Kanskje var ikke merkevaren din helt slik som du trodde.<\/p>\n<h5><strong>\u2026og s\u00e5 hvem du \u00f8nsker \u00e5 bli. <\/strong><\/h5>\n<p>Hvilken arketype du \u00f8nsker \u00e5 bli oppfattet som, har implikasjoner og legger f\u00f8ringer p\u00e5 hvordan virksomheten skal drives, hvordan merkevaren skal oppf\u00f8re seg og hvilke strategiske beslutninger som m\u00e5 tas for at dette skal fungere.<\/p>\n<p>Merkevare-arketypene hjelper bedrifter med \u00e5 artikulere deres hensikt og oversette denne innsatsen til aspirerende milep\u00e6ler og handlinger.<\/p>\n<p>Tenk litt p\u00e5 det &#8211; hvis du \u00f8nsker \u00e5 g\u00e5 fra en \u201cutfordrer\u201d til en \u201chelt\u201d, krever det helt andre prinsipper, ny retning, og helt klart en ny m\u00e5te \u00e5 jobbe med merkevaren p\u00e5. Den visuelle merkevareidentiteten trenger kanskje en oppdatering? Kanskje merkevarestrategien m\u00e5 gj\u00f8res om. Selv produktet m\u00e5 kanskje utvikles, kanskje til og med avvikles, for \u00e5 matche denne nye retningen.<\/p>\n<p>Ved \u00e5 spesifisere og utvikle din arketype, jobber du mot \u00e5 p\u00e5virke publikum og interessenters oppfatning av merkevaren &#8211; noe som legger til rette for vekst, nye vertikaler og en ny posisjon.<\/p>\n<h5><strong>La oss se p\u00e5 arketype-hjulet <\/strong><\/h5>\n<p>Arketypene kan brukes for \u00e5 artikulere og definere hva slags merkevare vi kan v\u00e6re, og er designet for \u00e5 matche de forskjellige m\u00e5tene mennesker kan differensieres, med tanke p\u00e5 b\u00e5de karakter, assosiasjoner og fokus.<\/p>\n<p>Dette betyr at vi enkelt kan forst\u00e5 og plassere merkevarer p\u00e5 arketype-hjulet &#8211; de representerer ganske enkelt hele menneskeheten, som har v\u00e6rt rundt oss i noen ti\u00e5r.<\/p>\n<p><strong>Fire overordnede omr\u00e5der:<\/strong><br \/>\nMerkevare-arketypene kan p\u00e5 samme m\u00e5te som menneskers personligheter bli gruppert inn i fire overordnede omr\u00e5der:<\/p>\n<div class=\"x-text e7125-27 m5hx-f m5hx-g m5hx-m m5hx-n headline\">\n<div class=\"x-col e7125-26 m5hx-a m5hx-c text-button-section\">\n<div class=\"x-text e7125-28 m5hx-g m5hx-h m5hx-j m5hx-l mobile-font-size\">\n<ul>\n<li><strong>Frihet<\/strong> er gruppen av merkevarer som ikke skal overv\u00e5kes, men som fritt kan gj\u00f8re som de vil og ofte ikke trenger \u00e5 f\u00f8lge normene innad i samfunnet, merkevarebygging og kommunikasjon. Disse merkevarene blir ofte oppfattet som lekne, kreative og noe uforutsigbare.<\/li>\n<li><strong>Individualisme<\/strong> er merkevarer som ligner p\u00e5 frihets-gruppen, men de er mer fokusert p\u00e5 \u00e5 g\u00e5 sin egen vei. De er ofte innovat\u00f8rer og markedsledere som gjorde sin uforutsigbarhet til en kvalitet av rask utvikling, innovasjon, og resulterende kundelojalitet.<\/li>\n<li><strong>Orden<\/strong> er kategorien for de trygge, forutsigbare og ledende selskapene, som gjerne er \u00e5 finne fremme i sine bransjer med klare bedriftsprinsipper og utdanningsperspektiver. De er derfor ofte brukt som eksempler og aspirerende \u201cbenchmarks\u201d. Selv om de blir utfordret av individualistene, st\u00e5r de st\u00f8tt imot hvert angrep bare ved hjelp av st\u00f8rrelsen og t\u00e5lmodigheten.<\/li>\n<li><strong>Sosial<\/strong> er merkevarene som \u00f8nsker \u00e5 skape en fundamental forbedring for kundene, planeten og produktene. De blir hedret for \u00e5 v\u00e6re dypt investert i b\u00e6rekraft og tilgjengelighet, og vil alltid lete etter m\u00e5ter \u00e5 kombinere p\u00e5virkning for det bedre med profitabel og suksessfull drift.<\/li>\n<\/ul>\n<\/div>\n<\/div>\n<\/div>\n<div>\n<div class=\"x-text e7125-30 m5hx-f m5hx-g m5hx-h m5hx-m headline\">\n<p><strong>Tolv merkevare-arketyper:<\/strong><br \/>\nFordelt over disse gruppene, ligger 12 merkevare-arketyper.<\/p>\n<p>Not\u00e9r deg dette: en sirkel har ingen kanter, og det har heller ikke arketypene. Merkevarer flyter fritt mellom arketypene, og det er ikke uvanlig \u00e5 se en merkevare vokse fra \u00e9n arketype til en annen. Til og med fra \u00e9n overordnet gruppe til en annen.<\/p>\n<p data-usually-unique-id=\"763701803454638190577318\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-medium wp-image-1176\" src=\"https:\/\/thebrandproject.com\/wp-content\/uploads\/Archetype_Examples-720x511.jpg\" alt=\"\" width=\"720\" height=\"511\" srcset=\"https:\/\/thebrandproject.com\/wp-content\/uploads\/Archetype_Examples-720x511.jpg 720w, https:\/\/thebrandproject.com\/wp-content\/uploads\/Archetype_Examples-1280x908.jpg 1280w, https:\/\/thebrandproject.com\/wp-content\/uploads\/Archetype_Examples-768x545.jpg 768w, https:\/\/thebrandproject.com\/wp-content\/uploads\/Archetype_Examples.jpg 1522w\" sizes=\"auto, (max-width: 720px) 100vw, 720px\" \/><\/p>\n<h5 data-usually-unique-id=\"763701803454638190577318\"><strong>Rebellen<\/strong><\/h5>\n<\/div>\n<div class=\"x-text e7125-31 m5hx-g m5hx-h m5hx-j m5hx-l mobile-font-size\">\n<p>En rebell bryter reglene og tar aldri nei for et svar. Den tar bevisste valg som er annerledes (av og til p\u00e5 kanten av hva som blir ansett som akseptabelt) og bryter med tradisjon i nesten alt den gj\u00f8r.<\/p>\n<p>Eksempler p\u00e5 rebeller er <em><a href=\"http:\/\/www.redbull.com\/\" target=\"_blank\" rel=\"noopener\">Red Bull<\/a>, <\/em><a href=\"https:\/\/kahoot.com\/\"><em>Kahoot<\/em><\/a> og <em><a href=\"https:\/\/www.harley-davidson.com\/\" target=\"_blank\" rel=\"noopener\">Harley Davidson<\/a><\/em><\/p>\n<\/div>\n<\/div>\n<h5><strong>Utfordreren<\/strong><\/h5>\n<div>\n<p>Utfordrer-merkevarer ligner p\u00e5 rebeller, men er mer fokuserte p\u00e5 \u00e5 utfordre prosesser, produkter og hvordan mennesker ofte gj\u00f8r ting. De skaper et alternativt univers &#8211; gjerne bedre, mer effektivt og mer intuitivt enn hva vi en gang var vant til. Derfor utfordrer de ofte lovverk og forskrifter.<\/p>\n<p><span class=\" author-d-1gg9uz65z1iz85zgdz68zmqkz84zo2qovvz89ztmz85zl5az122zkz71z3xz89z1z65z1l04gz73zz85zz122zqz73zz79zz75zgm6\">Eksempler p\u00e5 utfordrere er <a href=\"https:\/\/www.voiscooters.com\/\"><em>Voi<\/em><\/a>, <em><a href=\"https:\/\/www.uber.com\/\" target=\"_blank\" rel=\"noopener\">Uber<\/a><\/em>\u00a0<em>og <a href=\"https:\/\/www.airbnb.com\/\" target=\"_blank\" rel=\"noopener\">AirBnB<\/a><\/em>\u00a0<\/span><\/p>\n<\/div>\n<div class=\"x-text e7125-30 m5hx-f m5hx-g m5hx-h m5hx-m headline\">\n<h5 data-usually-unique-id=\"763701803454638190577318\"><strong>Skaperen<\/strong><\/h5>\n<\/div>\n<div class=\"x-text e7125-31 m5hx-g m5hx-h m5hx-j m5hx-l mobile-font-size\">\n<div>\n<p>Ah, den inspirerende og innovative probleml\u00f8seren. En skaper bruker eksisterende ressurser, tanker og problemer, og gj\u00f8r de om til muligheter. Med ekstrem kreativitet, er de visjon\u00e6re og veldig lidenskapelige n\u00e5r det kommer til \u00e5 finne bedre l\u00f8sninger til kjente problemer og prosesser. De utfordrer n\u00f8dvendigvis ikke de eksisterende l\u00f8sningene, men blir gjerne en stor konkurrent ved \u00e5 skape bedre l\u00f8sninger.<\/p>\n<p>Eksempler p\u00e5 skapere er <em><a href=\"https:\/\/www.lego.com\/\" target=\"_blank\" rel=\"noopener\"><span class=\" author-d-1gg9uz65z1iz85zgdz68zmqkz84zo2qowz81zz86zcu9w7z79zz74z1z65zz122zo2gz79ziz77z5xz65zz88zz75zz90zlz70z4z79zz72z7z67z\">Lego<\/span><\/a>, <a href=\"https:\/\/www.pixar.com\/\">Pixar<\/a><\/em><span class=\" author-d-1gg9uz65z1iz85zgdz68zmqkz84zo2qovvz89ztmz85zl5az122zkz71z3xz89z1z65z1l04gz73zz85zz122zqz73zz79zz75zgm6\"> og <em><a href=\"https:\/\/www.spacex.com\/\" target=\"_blank\" rel=\"noopener\">Space X<\/a><\/em><\/span><\/p>\n<\/div>\n<div>\n<h5><strong>Helten<\/strong><\/h5>\n<\/div>\n<\/div>\n<div>\n<div class=\"x-text e7125-31 m5hx-g m5hx-h m5hx-j m5hx-l mobile-font-size\">\n<div>\n<p>Alle vil v\u00e6re en helt. Etter \u00e5 ha beveget seg videre fra \u00e5 v\u00e6re en utfordrer eller skaper, er disse merkevarene de ubestridte lederne av plassen de styrer. Ved \u00e5 utfordre nye markeder med \u00e5 konstant skape nye vertikaler, vinner de ved \u00e5 ta risiko.<\/p>\n<p>Eksempler p\u00e5 helter er <em><a href=\"https:\/\/www.apple.com\/\" target=\"_blank\" rel=\"noopener\">Apple<\/a><\/em>, <em><a href=\"https:\/\/www.microsoft.com\/\" target=\"_blank\" rel=\"noopener\">Microsoft<\/a> og<\/em>\u00a0<a href=\"https:\/\/www.amazon.com\/\" target=\"_blank\" rel=\"noopener\"><em>Amazon<\/em><\/a><\/p>\n<\/div>\n<\/div>\n<\/div>\n<div>\n<div class=\"x-text e7125-30 m5hx-f m5hx-g m5hx-h m5hx-m headline\">\n<h5 data-usually-unique-id=\"763701803454638190577318\"><strong>Magikeren<\/strong><\/h5>\n<\/div>\n<div class=\"x-text e7125-31 m5hx-g m5hx-h m5hx-j m5hx-l mobile-font-size\">\n<div>\n<p>Magikere er merkevarer som ligner helter, men som tar enda mer risk i et jag om \u00e5 endre status quo gjennom konstant, suksessfull og kreativ innovasjon. Ofte beskrevet som \u201cchangemakers\u201d, er de aldri \u201cfor store til \u00e5 feile\u201d og definerer ofte bransjen de er i.<\/p>\n<p>Eksempler p\u00e5 magikere er<span class=\" author-d-1gg9uz65z1iz85zgdz68zmqkz84zo2qovvz89ztmz85zl5az122zkz71z3xz89z1z65z1l04gz73zz85zz122zqz73zz79zz75zgm6\"> <em><a href=\"https:\/\/www.tesla.com\/\" target=\"_blank\" rel=\"noopener\">Tesla<\/a><\/em>, <em><a href=\"https:\/\/www.spotify.com\/\" target=\"_blank\" rel=\"noopener\">Spotify<\/a><\/em> og<\/span><em><a href=\"https:\/\/thewaltdisneycompany.com\/\" target=\"_blank\" rel=\"noopener\"><span class=\" author-d-1gg9uz65z1iz85zgdz68zmqkz84zo2qowz81zz86zcu9w7z79zz74z1z65zz122zo2gz79ziz77z5xz65zz88zz75zz90zlz70z4z79zz72z7z67z\"> Disney<\/span><\/a><\/em><\/p>\n<\/div>\n<\/div>\n<\/div>\n<div>\n<div class=\"x-text e7125-30 m5hx-f m5hx-g m5hx-h m5hx-m headline\">\n<h5 data-usually-unique-id=\"763701803454638190577318\"><strong>Mentoren<\/strong><\/h5>\n<\/div>\n<div class=\"x-text e7125-31 m5hx-g m5hx-h m5hx-j m5hx-l mobile-font-size\">\n<p>En mentor er den du stoler p\u00e5. Med ledelse og undervisning som en viktig del av deres DNA, er mentor-merkevarer en benchmark for samfunnet og markedet de er i. De deler deres kompetanse og st\u00f8tter deres kunder og klienter med \u00e5 finne det de s\u00f8ker, noe som gj\u00f8r dem troverdige veiledere og l\u00e6rere. Gjerne fokusert p\u00e5 R&amp;D, samt \u00e5 eie store deler av verdikjeden, er de ofte thought-leaders i deres kategori.<\/p>\n<p>Eksempler p\u00e5 mentorer er <a href=\"https:\/\/www.nrk.no\/informasjon\/\"><em>NRK<\/em><\/a>,\u00a0<em><a href=\"https:\/\/www.mckinsey.com\/\">McKinsey &amp; Company<\/a>,<\/em> <em><a href=\"https:\/\/www.un.org\/en\/\">FN <\/a><\/em>og <em><a href=\"https:\/\/www.db.com\/index?language_id=1&amp;kid=sl.redirect-en.shortcut\">Deutsche Bank<\/a><\/em>.<\/p>\n<\/div>\n<\/div>\n<div>\n<div class=\"x-text e7125-30 m5hx-f m5hx-g m5hx-h m5hx-m headline\">\n<h5 data-usually-unique-id=\"763701803454638190577318\"><strong>Regenten<\/strong><\/h5>\n<\/div>\n<div class=\"x-text e7125-31 m5hx-g m5hx-h m5hx-j m5hx-l mobile-font-size\">\n<div>\n<p>En regent er det regjerende overhodet. Slike merkevarer er lik mentoren p\u00e5 mange m\u00e5ter &#8211; spesielt n\u00e5r det kommer til lederskap, men de har et mindre fokus p\u00e5 undervisning og det pedagogiske aspektet. De leder ofte bransjen p\u00e5 grunn av deres st\u00f8rrelse og kompetanse, og er gjerne p\u00e5litelige merkevarer som har med seg en arv som g\u00e5r noen ti\u00e5r tilbake.<\/p>\n<p>Eksempler p\u00e5 regenter er <a href=\"https:\/\/www.mercedes-benz.com\/\" target=\"_blank\" rel=\"noopener\"><em>Mercedes Benz<\/em><\/a> og <a href=\"https:\/\/www.formula1.com\/\" target=\"_blank\" rel=\"noopener\"><em>Formel 1<\/em><\/a><\/p>\n<\/div>\n<\/div>\n<\/div>\n<div class=\"x-text e7125-28 m5hx-g m5hx-h m5hx-j m5hx-l mobile-font-size\">\n<div class=\"x-text e7125-30 m5hx-f m5hx-g m5hx-h m5hx-m headline\">\n<h5 data-usually-unique-id=\"763701803454638190577318\"><strong>Den uskyldige<\/strong><\/h5>\n<\/div>\n<div class=\"x-text e7125-31 m5hx-g m5hx-h m5hx-j m5hx-l mobile-font-size\">\n<div>\n<p>Uskyldige merkevarer gj\u00f8r ikke en flue fortred, og vil mest sannsynlig hindre andre i \u00e5 gj\u00f8re det ogs\u00e5. Opptatt av kundenes velv\u00e6re og tilh\u00f8righet, fremst\u00e5r de uskyldige som varme, omsorgsfulle og p\u00e5litelige &#8211; og tilbyr ofte produkter eller service av h\u00f8y kvalitet.<\/p>\n<p>Eksempler p\u00e5 uskyldige merkevarer er <a href=\"https:\/\/blenda.no\/\"><em>Blenda<\/em><\/a>, <em><a href=\"https:\/\/www.dove.com\/\" target=\"_blank\" rel=\"noopener\">Dove<\/a>, <a href=\"https:\/\/www.metsagroup.com\/no\/lambi\/\">Lambi<\/a><\/em> og <em><a href=\"https:\/\/www.toyota.com\/\" target=\"_blank\" rel=\"noopener\">Toyota<\/a><\/em><\/p>\n<\/div>\n<div>\n<div class=\"x-text e7125-30 m5hx-f m5hx-g m5hx-h m5hx-m headline\">\n<h5 data-usually-unique-id=\"763701803454638190577318\"><strong>Hvermannsen<\/strong><\/h5>\n<\/div>\n<div class=\"x-text e7125-31 m5hx-g m5hx-h m5hx-j m5hx-l mobile-font-size\">\n<div>\n<div>\n<p>Hverdags-merkevarene er mannen i gata, og er der for alle. De tilbyr produkter og tjenester som er tilgjengelige, mangfoldige, og hvor man ofte f\u00e5r mye verdi for pengene. De \u00f8nsker som regel \u00e5 ha et bredt spekter av tilbud som passer for et bredt marked, og eier gjerne store deler av verdikjeden.<\/p>\n<p>Eksempler p\u00e5 hvermannser er <a href=\"https:\/\/toro.no\/\"><em>Toro<\/em><\/a>, <em><a href=\"https:\/\/www.ikea.com\/\" target=\"_blank\" rel=\"noopener\">IKEA<\/a>, <a href=\"https:\/\/www.walmart.com\/\" target=\"_blank\" rel=\"noopener\">Walmart <\/a><\/em>og <em><a href=\"https:\/\/www.hm.com\/\" target=\"_blank\" rel=\"noopener\">H&amp;M<\/a><\/em><\/p>\n<\/div>\n<\/div>\n<div>\n<div class=\"x-text e7125-30 m5hx-f m5hx-g m5hx-h m5hx-m headline\">\n<h5 data-usually-unique-id=\"763701803454638190577318\"><strong>Den omsorgsfulle<\/strong><\/h5>\n<\/div>\n<div class=\"x-text e7125-31 m5hx-g m5hx-h m5hx-j m5hx-l mobile-font-size\">\n<div>\n<div>\n<p>Den beskyttende og uselviske fighteren. De omsorgsfulle ser det som sin oppgave \u00e5 kjempe for en bedre verden. De passer p\u00e5 de som er svakere enn dem selv, selv n\u00e5r det betyr \u00e5 ofre egen velv\u00e6re. Fokusert p\u00e5 b\u00e6rekraft og etikk, setter de gjerne kunder, menneskeheten og planeten foran profitt, kvalitet over kvantitet, og p\u00e5virkning over intensjoner. Dette er merkevarene som \u201cwalk the talk\u201d &#8211; alts\u00e5 holder det de lover.<\/p>\n<p>Eksempler p\u00e5 omsorgsfulle merkevarer er <em><a href=\"https:\/\/www.patagonia.com\/\" target=\"_blank\" rel=\"noopener\">Patagonia,<\/a><\/em>\u00a0<em><a href=\"https:\/\/www.thebodyshop.com\/en-us\/\">The Body Shop<\/a>, <a href=\"https:\/\/www.headspace.com\/\">Headspace<\/a>, og <a href=\"https:\/\/tonyschocolonely.com\/int\/en\">Tony&#8217;s Chocolonely.<\/a><\/em><\/p>\n<\/div>\n<div>\n<div class=\"x-text e7125-30 m5hx-f m5hx-g m5hx-h m5hx-m headline\">\n<h5 data-usually-unique-id=\"763701803454638190577318\"><strong>Elskeren<\/strong><\/h5>\n<\/div>\n<div class=\"x-text e7125-31 m5hx-g m5hx-h m5hx-j m5hx-l mobile-font-size\">\n<div>\n<p>Elsker-merkevarene er magnetiske. De er omsorgsfulle, lidenskapelige og dr\u00f8mmende. Noen ganger er disse idealistiske og andre ganger h\u00f8yt kommersielle, men uansett utl\u00f8ser de sterke, varme og gode emosjoner. Kommunikasjonen og produktene fra disse merkevarene er ofte bygget rundt en spesifikk f\u00f8lelse hos publikum, noe som f\u00e5r publikum til \u00e5 f\u00f8le seg bedre.<\/p>\n<p>Eksempler p\u00e5 elskere er <em><a href=\"https:\/\/www.chanel.com\/us\/\" target=\"_blank\" rel=\"noopener\">Chanel<\/a>, <a href=\"https:\/\/www.nidar.no\/brands\/troika\/\">Troika<\/a>, <a href=\"https:\/\/www.hallmarkchannel.com\/\" target=\"_blank\" rel=\"noopener\">Hallmark<\/a>,<\/em> og antageligvis <em><a href=\"https:\/\/www.nintendo.com\/\" target=\"_blank\" rel=\"noopener\">Nintendo<\/a><\/em><\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<div>\n<div class=\"x-text e7125-30 m5hx-f m5hx-g m5hx-h m5hx-m headline\">\n<h5 data-usually-unique-id=\"763701803454638190577318\"><strong>Narren<\/strong><\/h5>\n<\/div>\n<div class=\"x-text e7125-31 m5hx-g m5hx-h m5hx-j m5hx-l mobile-font-size\">\n<div>\n<p>Narren er morsom og livlig &#8211; rett og slett en joker! Disse merkevarene kan overraske og polarisere, og med det, vinne over publikumet. Derfor leder de ofte markedene &#8211; ikke n\u00f8dvendigvis etter st\u00f8rrelse, men etter kjennskap. Disse merkevarene er underholdene, men det de virkelig bidrar med er ideer, innovasjon, og evnen til \u00e5 se flere sider av en sak. Komfortable med paradoksene rundt oss, kan jokeren bruke humor til \u00e5 understreke sosiale problemer &#8211; samt peke p\u00e5 hvor dumme de er.<\/p>\n<p>Eksempler p\u00e5 jokere er <em><a href=\"https:\/\/www.oatly.com\/\">Oatly<\/a> og <a href=\"https:\/\/www.benandjerrys.ca\/\" target=\"_blank\" rel=\"noopener\">Ben &amp; Jerry\u2019s<\/a>,<\/em><\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n                                <br>\n                    <a class=\"button\" href=\"https:\/\/thebrandproject.com\/contact\/\" target=\"_self\">Now let&#039;s talk about you! Get in touch.                    \n                                    <?xml version=\"1.0\" encoding=\"UTF-8\"?>\n<svg width=\"62px\" height=\"62px\" viewBox=\"0 0 62 62\" version=\"1.1\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" xmlns:xlink=\"http:\/\/www.w3.org\/1999\/xlink\">\n    <title>Combined Shape<\/title>\n    <g id=\"Finalz\" stroke=\"none\" stroke-width=\"1\" fill=\"none\" fill-rule=\"evenodd\">\n        <g id=\"Hover-effects\" transform=\"translate(-44.000000, -232.000000)\" stroke=\"#000000\" stroke-width=\"2\">\n            <path d=\"M45,262 L75,292 L105,262 M75,232 L75,292\" id=\"Combined-Shape\" transform=\"translate(75.000000, 262.000000) rotate(-360.000000) translate(-75.000000, -262.000000) \"><\/path>\n        <\/g>\n    <\/g>\n<\/svg>                                <\/a>\n                <br><br>\n                    <\/div>\n\n        \n                    <div class=\"published\">\n                Published <br >\n                18. februar 2022            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.title{width:100%;float:left;font-family:avenirreg,sans-serif;font-size:3.125rem;line-height:3.625rem;font-weight:400;overflow:visible;margin-bottom:0.5em;overflow:visible}@media screen and (max-width:47.9375em){section.content .wrapper.split .title{font-size:1.5625rem;line-height:2.1875rem}}section.content .wrapper.split .content{overflow:visible;width:60%;float:left;padding-right:30px}section.content .wrapper.split .right{width:38%;float:right}section.content .wrapper.split .right ul{padding-left:35px}section.content .wrapper.split .right ul li{font-family:avenirreg,sans-serif;font-size:1.125rem;line-height:1.5rem;line-height:1.8rem;padding:0.125rem 0;overflow:visible;list-style-type:none}section.content .wrapper.split .right ul li:before{content:\"\";width:20px;height:20px;border:1px solid black;display:block;float:left;margin-right:0.625rem;margin-top:2px;margin-left:-35px}@media screen and (max-width:63.6875em){section.content .wrapper.split .right ul 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h5{margin-bottom:0.2em}section.content.post .wrapper .published{font-size:0.875rem;line-height:1.25rem;margin:2.5rem 0 0 0}@media screen and (max-width:63.6875em){section.content.post{border-bottom:none}section.content.post .grid-12{border-bottom:none;margin-bottom:none}section.content.post .wrapper{-ms-grid-column:1;-ms-grid-column-span:12;grid-column:1\/13;border-bottom:1px solid black}}section.content.work .wrapper{-ms-grid-column:3;-ms-grid-column-span:8;grid-column:3\/11}@media screen and (max-width:63.6875em){section.content.work .wrapper{-ms-grid-column:1;-ms-grid-column-span:12;grid-column:1\/13}}<\/style><\/section>\n\n\n\n\n\n<section class=\"block posts \">\n\n     \n\n    <div class=\"svg-animation bottom small\">     \n    <div class=\"wrapper-noanimate\" style=\"background-image:url(\n               https:\/\/thebrandproject.com\/wp-content\/uploads\/smallblack.svg                );\">\n    <\/div>\n<\/div>\n\n    <div class=\"wrapper grid-12 \">\n\n    \n   \n    \n    <div class=\"grid-2 grid-s-1 cg-0 rg-40 rg-s-20 inner\" id=\"load-posts\" data-ppp=\"10\" data-post-type=\"post\">\n\n                <div class=\"item\"  data-id=\"1676\">\n            <div class=\"img-wrapper\">\n                <a href=\"https:\/\/thebrandproject.com\/no\/vurdering-av-en-rebrand\/\">\n                <img loading=\"lazy\" decoding=\"async\" width=\"1280\" height=\"720\" src=\"https:\/\/thebrandproject.com\/wp-content\/uploads\/Rethink_revise_rebrand.png\" class=\"attachment-post-thumbnail size-post-thumbnail wp-post-image\" alt=\"\" srcset=\"https:\/\/thebrandproject.com\/wp-content\/uploads\/Rethink_revise_rebrand.png 1280w, https:\/\/thebrandproject.com\/wp-content\/uploads\/Rethink_revise_rebrand-720x405.png 720w, https:\/\/thebrandproject.com\/wp-content\/uploads\/Rethink_revise_rebrand-768x432.png 768w\" sizes=\"auto, (max-width: 1280px) 100vw, 1280px\" \/>                <\/a>\n            <\/div>\n            <h3><a href=\"https:\/\/thebrandproject.com\/no\/vurdering-av-en-rebrand\/\">Rebranding &#8211; en strategisk vurdering<\/a><\/h3>\n            <p>Rebranding er et kraftig strategisk verkt\u00f8y for \u00e5 reposisjonere et selskap eller sette til livs en ny retning. Her kommer noen do\u2019s og dont\u2019s, og hva som er viktig \u00e5 vurdere f\u00f8r du tar med beslutningen inn til styrerommet. <\/p>\n            <a class=\"readmore\" href=\"https:\/\/thebrandproject.com\/no\/vurdering-av-en-rebrand\/\">Les hele historien <?xml version=\"1.0\" encoding=\"UTF-8\"?>\n<svg width=\"22px\" height=\"21px\" viewBox=\"0 0 22 21\" version=\"1.1\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" xmlns:xlink=\"http:\/\/www.w3.org\/1999\/xlink\">\n    <title>Combined Shape<\/title>\n    <g id=\"Finalz\" stroke=\"none\" stroke-width=\"1\" fill=\"none\" fill-rule=\"evenodd\">\n        <g id=\"TBP-Home-Desktop-Jan-2022\" transform=\"translate(-912.000000, -3779.000000)\" stroke=\"#000000\">\n            <g id=\"Group-6\" transform=\"translate(180.000000, 3260.000000)\">\n                <g id=\"Group-3\" transform=\"translate(580.000000, 519.750000)\">\n                    <path d=\"M152.75,10.1234568 L162.75,20 L172.75,10.1234568 M162.75,4.08562073e-14 L162.75,19.7530864\" id=\"Combined-Shape\" transform=\"translate(162.750000, 10.000000) rotate(-90.000000) translate(-162.750000, -10.000000) \"><\/path>\n                <\/g>\n            <\/g>\n        <\/g>\n    <\/g>\n<\/svg> <\/a>\n        <\/div>\n                <div class=\"item\"  data-id=\"1681\">\n            <div class=\"img-wrapper\">\n                <a href=\"https:\/\/thebrandproject.com\/no\/the-quest-for-a-core-narrative\/\">\n                <img loading=\"lazy\" decoding=\"async\" width=\"2048\" height=\"1253\" src=\"https:\/\/thebrandproject.com\/wp-content\/uploads\/pexels-suzy-hazelwood-1995842-scaled.jpg\" class=\"attachment-post-thumbnail size-post-thumbnail wp-post-image\" alt=\"\" srcset=\"https:\/\/thebrandproject.com\/wp-content\/uploads\/pexels-suzy-hazelwood-1995842-scaled.jpg 2048w, https:\/\/thebrandproject.com\/wp-content\/uploads\/pexels-suzy-hazelwood-1995842-720x441.jpg 720w, https:\/\/thebrandproject.com\/wp-content\/uploads\/pexels-suzy-hazelwood-1995842-1280x783.jpg 1280w, https:\/\/thebrandproject.com\/wp-content\/uploads\/pexels-suzy-hazelwood-1995842-768x470.jpg 768w, https:\/\/thebrandproject.com\/wp-content\/uploads\/pexels-suzy-hazelwood-1995842-1536x940.jpg 1536w\" sizes=\"auto, (max-width: 2048px) 100vw, 2048px\" \/>                <\/a>\n            <\/div>\n            <h3><a href=\"https:\/\/thebrandproject.com\/no\/the-quest-for-a-core-narrative\/\">The quest for a core narrative<\/a><\/h3>\n            <p>\u201cWe need a new narrative\u201d is not uncommon to hear in executive meetings. It\u2019s no longer enough to say \u201cwe make great shoes\u201d. Nowadays it\u2019s 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 &#8211; in comes the core narrative. A strategic, and fundamental story that defines your brand.<\/p>\n            <a class=\"readmore\" href=\"https:\/\/thebrandproject.com\/no\/the-quest-for-a-core-narrative\/\">Les hele historien <?xml version=\"1.0\" encoding=\"UTF-8\"?>\n<svg width=\"22px\" height=\"21px\" viewBox=\"0 0 22 21\" version=\"1.1\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" xmlns:xlink=\"http:\/\/www.w3.org\/1999\/xlink\">\n    <title>Combined Shape<\/title>\n    <g id=\"Finalz\" stroke=\"none\" stroke-width=\"1\" fill=\"none\" fill-rule=\"evenodd\">\n        <g id=\"TBP-Home-Desktop-Jan-2022\" transform=\"translate(-912.000000, -3779.000000)\" stroke=\"#000000\">\n            <g id=\"Group-6\" transform=\"translate(180.000000, 3260.000000)\">\n                <g id=\"Group-3\" transform=\"translate(580.000000, 519.750000)\">\n                    <path d=\"M152.75,10.1234568 L162.75,20 L172.75,10.1234568 M162.75,4.08562073e-14 L162.75,19.7530864\" id=\"Combined-Shape\" transform=\"translate(162.750000, 10.000000) rotate(-90.000000) translate(-162.750000, -10.000000) \"><\/path>\n                <\/g>\n            <\/g>\n        <\/g>\n    <\/g>\n<\/svg> <\/a>\n        <\/div>\n              \n    <\/div>\n        \n\n\n            <div class=\"grid jc archivelink\">\n            <a href=\"https:\/\/thebrandproject.no\/innsikt\/\"><span>G\u00e5 til innsikt<\/span><?xml version=\"1.0\" encoding=\"UTF-8\"?>\n<svg width=\"22px\" height=\"21px\" viewBox=\"0 0 22 21\" version=\"1.1\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" xmlns:xlink=\"http:\/\/www.w3.org\/1999\/xlink\">\n    <title>Combined Shape<\/title>\n    <g id=\"Finalz\" stroke=\"none\" stroke-width=\"1\" fill=\"none\" fill-rule=\"evenodd\">\n        <g id=\"TBP-Home-Desktop-Jan-2022\" transform=\"translate(-912.000000, -3779.000000)\" stroke=\"#000000\">\n            <g id=\"Group-6\" transform=\"translate(180.000000, 3260.000000)\">\n                <g id=\"Group-3\" transform=\"translate(580.000000, 519.750000)\">\n             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3.75rem}}@media screen and (max-width:47.9375em){.post-template-default section.posts{padding:2.5rem 1.25rem 6.25rem 1.25rem}}<\/style><\/section>\n\n\n\n<section class=\"block quote negative darkbg\">\n\n     \n\n\n\n    <div class=\"grid side-padding ac inner\">\n        <div class=\"wrapper grid-12\">\n            <h2>When customers, employees, and stakeholders love your brand, you fuel growth and create a platform for long-term success.<\/h2>                            <a href=\"https:\/\/thebrandproject.com\/expertise\/\" target=\"_self\">Read about our expertise \n                \n                                    <?xml version=\"1.0\" encoding=\"UTF-8\"?>\n<svg width=\"62px\" height=\"62px\" viewBox=\"0 0 62 62\" version=\"1.1\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" xmlns:xlink=\"http:\/\/www.w3.org\/1999\/xlink\">\n    <title>Combined Shape<\/title>\n    <g id=\"Finalz\" stroke=\"none\" stroke-width=\"1\" fill=\"none\" fill-rule=\"evenodd\">\n        <g id=\"Hover-effects\" transform=\"translate(-44.000000, -232.000000)\" stroke=\"#000000\" stroke-width=\"2\">\n            <path d=\"M45,262 L75,292 L105,262 M75,232 L75,292\" id=\"Combined-Shape\" transform=\"translate(75.000000, 262.000000) rotate(-360.000000) translate(-75.000000, -262.000000) \"><\/path>\n        <\/g>\n    <\/g>\n<\/svg>                                <\/a>\n                    <\/div>\n    <\/div>\n\n    <style>.svg-animation{position:absolute;bottom:0px;right:0px;z-index:0;width:100%;display:block}.svg-animation.bottom{left:0px;right:auto;bottom:0px;top:auto}.svg-animation.top{right:0px;top:-1px;bottom:auto}.svg-animation .wrapper-noanimate{position:relative;display:block;overflow:hidden;width:100%;background-repeat:repeat-x}.svg-animation .wrapper-noanimate svg{position:absolute;bottom:0px;right:0px}.svg-animation .svg-wrapper{position:relative;display:block;overflow:hidden;width:1440px}.svg-animation .svg-wrapper 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.svg-wrapper{height:48px!important}section.quote{height:100vh;min-height:62.5rem;position:relative}@media screen and (max-width:63.6875em){section.quote{min-height:50rem}}@media screen and (max-width:47.9375em){section.quote{min-height:25rem}}section.quote .inner{height:100vh;min-height:62.5rem}section.quote .inner .wrapper{padding:0px}section.quote .inner h2{-ms-grid-column:1;-ms-grid-column-span:12;grid-column:1\/13;font-family:avenirreg,sans-serif;font-size:3.4375rem;line-height:4.625rem;font-weight:400;overflow:visible;letter-spacing:0.42px}@media screen and (max-width:47.9375em){section.quote .inner h2{font-size:1.5625rem;line-height:2.1875rem}}section.quote .inner a{-ms-grid-column:1;-ms-grid-column-span:12;grid-column:1\/13;text-align:center;margin-top:6.25rem;text-decoration:none;color:black;position:relative;overflow:visible;font-family:avenirbold,sans-serif;font-size:0.9375rem;line-height:1.125rem;letter-spacing:1.6;text-transform:uppercase;text-align:left;-webkit-transition:all 0.5s ease;transition:all 0.5s ease}section.quote .inner a svg{-webkit-transform:rotate(-90deg);transform:rotate(-90deg);width:2.5rem;height:2.5rem;position:absolute;top:-0.875rem;margin-left:1.25rem}section.quote .inner a svg g{stroke-width:3}section.quote .inner a:hover{opacity:0.5}@media screen and (max-width:63.6875em){section.quote .inner{min-height:50rem}section.quote .inner h2{-ms-grid-column:2;-ms-grid-column-span:10;grid-column:2\/12}}@media screen and (max-width:47.9375em){section.quote .inner{min-height:25rem}section.quote .inner h2{-ms-grid-column:1;-ms-grid-column-span:12;grid-column:1\/13}section.quote .inner a{text-align:left;margin-top:2.5rem}section.quote .inner a svg{width:1.25rem;height:1.25rem;top:-0.125rem}section.quote .inner a svg g{stroke-width:8}}section.quote.negative{background-color:black}section.quote.negative .inner{color:white}section.quote.negative .inner a{color:white}section.quote.negative .inner a svg g{stroke:white}<\/style><\/section>","protected":false},"excerpt":{"rendered":"<p>Vi som mennesker lever ikke i en objektiv og faktuell verden &#8211; spesielt ikke n\u00e5r det kommer til v\u00e5re tanker og f\u00f8lelser.  Noen ganger kommer man over mennesker (og merkevarer) man f\u00f8ler en kobling med. En tiltrekning det er vanskelig \u00e5 sette fingeren p\u00e5 &#8211; som om vi kjenner dem fra f\u00f8r. Hva er det som tiltrekker oss disse? Hvorfor inviterer vi dem inn i v\u00e5re liv og blir lojale mot de? En av grunnene er arketyper. <\/p>\n","protected":false},"author":8,"featured_media":813,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[4],"tags":[],"class_list":["post-1679","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized-no"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Arketypen bestemmer posisjonen | The Brand Project<\/title>\n<meta name=\"description\" content=\"Vi som mennesker lever ikke i en objektiv og faktuell verden - spesielt ikke n\u00e5r det kommer til v\u00e5re tanker og f\u00f8lelser. Noen ganger kommer man over mennesker (og merkevarer) man f\u00f8ler en kobling med.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/thebrandproject.no\/arketype\/\" \/>\n<meta property=\"og:locale\" content=\"nb_NO\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Arketypen bestemmer posisjonen | The Brand Project\" \/>\n<meta property=\"og:description\" content=\"Vi som mennesker lever ikke i en objektiv og faktuell verden - spesielt ikke n\u00e5r det kommer til v\u00e5re tanker og f\u00f8lelser. 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