Archetypes are used by many companies when defining their brand. For example, Nike’s “Just Do It” slogan is a classically represented Warrior archetype.
Coke Cola is a classic Preserver brand. The Presever archetype is about the “old days”, following traditions and keeping things as they have always been.
This is why, when Coke Cola released “New Coke” in the 1980’s, there was such an outrage amongst their most loyal customers. They had totally gone against the core of their brand.
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