Brand Archetypes : Defining Strong Brand Identity & Emotional Connections
Brand archetypes play a crucial role in shaping a strong brand identity and establishing an emotional bond with audiences. Think of a brand as a character in a movie—without a well-defined brand personality type, it becomes difficult to recognize and remember. By leveraging the right brand archetype, businesses can enhance their branding strategy, maintain consistency in communication, and stand out in a competitive marketplace.
There are 12 brand archetypes, each representing distinct brand personality types and values that businesses can embody:
- The Innocent conveys simplicity and optimism, while The Explorer represents freedom and adventure.
- The Sage seeks wisdom and knowledge, while The Hero embodies courage and inspiration.
- The Outlaw challenges norms and disrupts industries, while The Magician focuses on transformation and visionary experiences.
- The Everyman fosters trust and relatability, while The Lover highlights passion and emotional connection.
- The Jester brings humor and entertainment, while The Caregiver emphasizes empathy and nurturing relationships.
- The Ruler represents leadership and control, while The Creator drives innovation and originality.
Choosing the right brand archetype is key to crafting a compelling brand identity that resonates with consumers and strengthens market positioning.
Much like a producer crafting a movie’s storyline, businesses must shape their brand personality to be easily recognizable and emotionally engaging for their audience.
This guide will first explore the psychological foundation of brand archetypes, their impact on emotional branding, and why they are essential for an effective branding strategy. Then, we will dive into the 12 brand archetypes, from the rebellious Outlaw to the adventurous Explorer. For each archetype, we’ll break down its core characteristics, key motivations, ideal industries, famous brand examples, and actionable branding strategies for implementation.
Ready to become the producer of your brand identity and craft an unforgettable presence? Let’s get started!
What Are Brand Archetypes?
A brand archetype is a model or personality pattern used in branding to create a strong identity that resonates with an audience. The concept comes from Carl Jung’s psychological theory, which argues that humans have universal thought patterns and character traits embedded in the collective unconscious. In business, brand archetypes are used to provide clarity to a brand’s personality, allowing brands to communicate in a more emotional, authentic, and recognizable way to customers.
As a business owner, you certainly want loyal consumers who feel connected to your brand. Brand archetypes play an important role in building deeper relationships with customers by creating a clear and authentic personality. By having a consistent character, brands can strengthen customer loyalty, increase consistency in communication, and differentiate themselves from competitors in the market. Consumers tend to be more attracted to brands that reflect their own values and personality. Therefore, understanding and applying the right archetypes allows businesses to convey stronger messages, create more meaningful experiences, and build deep emotional connections with their audiences.
How to Choose the Right Types of Brand Archetypes
Selecting the right brand archetype is essential for building a strong, relatable identity. Start by understanding your brand’s core values, mission, and target audience. Identify which archetype—such as the Hero, Creator, Caregiver or others—aligns with your brand’s personality and emotional appeal. Analyze competitors to differentiate your positioning and ensure consistency across messaging, visuals, and storytelling. By choosing the right archetype, you can create a compelling brand that resonates with your audience and fosters loyalty.
1. The Outlaw Archetype
“Rules are made to be broken”
Brands that defy the rules, challenge the status quo, and inspire radical change. Brands with this archetype are often bold, provocative, and unafraid to shake up their industry. They appeal to those who are dissatisfied with the norm and are looking for something different and more authentic. The archetype’s primary desire is to disrupt systems, challenge the order, empower customers, and promote individual expression and boldness.
Brands with The Outlaw archetype often use bold aesthetics, dark or high-contrast colors, and direct, provocative language. They tap into emotions such as rebellion, freedom, and dissatisfaction to appeal to their audiences.
Fit Industries
- Automotive (e.g. motorcycles and sports cars).
- Fashion & streetwear.
- Disruptive technology and innovation.
- Music & Entertainment.
- Energy drinks.
Brand Examples
- Harley-Davidson – A symbol of freedom and rebellion in the automotive world.
- Virgin – Challenging industry norms with its unique style and innovation.
- Diesel – A bold, anti-conventional fashion brand.
- MTV – A medium that has long been known as a symbol of counter-culture.
strategy
- Create a challenging narrative messaging that challenges the status quo and shows how your brand is making a difference.
- Use strong, bold visuals with bold designs, bold colors, and imagery that convey freedom and rebellion.
- Engage like-minded communities with build a community of non-conformists and give them a space to express themselves.
- Be bold in campaigns with don’t be afraid to take a controversial stance or speak out on social or industry issues.
- Be authentic with rebellious brands should truly live by their values, not just use the image of rebellion as a marketing ploy.
Brands with the Outlaw archetype aren’t just selling products—they’re selling freedom, self-expression, and a revolution against the old.
2. The Creator Archetype
“If it can be imagined, it can be created”
Brands that thrive on innovation, originality, and self-expression. The creator archetype is driven by a passion for bringing something new into the world, whether through design, technology, art, or storytelling. These brands appeal to those who value imagination, uniqueness, and craftsmanship. Their primary desire is to create meaningful and lasting work, push the boundaries of creativity, and inspire others to express themselves.
Brands with The Creator archetype often use artistic and expressive visuals, unique designs, and messaging that encourages individuality and innovation. They emphasize emotions such as inspiration, curiosity, and self-expression to engage their audience.
Fit Industries
- Art & design (e.g., creative agencies, graphic design, photography).
- Technology & software (e.g., innovative tech companies, digital tools, creative software).
- Fashion & beauty (e.g., designer brands, unique and artistic beauty products).
- Media & entertainment (e.g., film production, content creation, music).
- Handmade & craft industries (e.g., artisan goods, custom-made products).
Brand Examples
- Apple – Pioneering creativity and innovation in technology and design.
- LEGO – Encouraging creativity and limitless imagination in play.
- Adobe – Empowering creatives with industry-leading design tools.
- Pinterest – A platform for inspiration, ideas, and creative exploration.
Strategy
- Encourage creativity to create a brand message that inspires originality and self-expression.
- Use artistic & aesthetic visuals with leverage high-quality, imaginative visuals and design elements.
- Empower your audience by providing tools, content, or services that allow customers to express themselves.
- Innovate constantly with stay ahead of trends by pushing the boundaries of creativity and new ideas.
- Be passionate about craftsmanship with highlight the artistry and detail in your products or services.
Brands with the Creator archetype sell inspiration, imagination, and a vision for something new.
3. The Magician Archetype
“Make dreams come true”
Brands with the magician archetype focus on transformation, innovation, and creating life-changing experiences. They don’t just sell a product or service, they sell a vision of a better, more possible future. This archetype appeals to those seeking magic, change, and extraordinary experiences.
This archetype has a desire to change reality, inspire others, and make the seemingly impossible a reality. These brands often have elements of mystery, wonder, and technological innovation in their communication strategies.
Fit Industries
- Technology & Innovation (e.g., artificial intelligence, advanced software, futuristic electronics).
- Health & Wellness (e.g., alternative therapies, holistic health products).
- Beauty & Personal Care (e.g., products that promise skin or hair transformation).
- Entertainment & Media (e.g., the film industry, magic, or immersive experiences).
- Self-Development & Spirituality (e.g., meditation, coaching, motivational courses).
Brand Examples
- Disney – Creating imaginative worlds of wonder and transformative stories.
- Apple – Delivering technology that changes the way people interact and work.
- Tesla – Transforming the automotive industry with futuristic innovation.
Strategies
- Create a compelling narrative with the use of storytelling that transports your audience into a new world of possibilities.
- Use magical & Impressive visuals with use futuristic, colorful designs or effects that depict wonder and transformation.
- Offer a differentiated experience with create a product or service that delivers an extraordinary and memorable experience.
- Use Innovation as a core strength with Be a pioneer in your industry by creating revolutionary solutions.
- Build an emotional connection with your audience, feel like they are experiencing something life-changing.
The Magician archetype sells dreams, inspiration, and life-changing magic.
4. The Hero Archetype
“Where there’s a will, there’s a way”
Brands with the hero archetype focus on strength, courage, and determination to overcome challenges. They exist to inspire, inspire, and show that anything is possible with effort and determination. This archetype appeals to those who seek challenge, triumph, and self-improvement.
This archetype has a desire to prove themselves through great accomplishments, overcome obstacles, and be the best. These brands often use powerful messaging, energetic visuals, and an upbeat tone to build an image of toughness and determination.
Fit Industries
- Sports & Fitness (e.g., sports equipment, gyms, and athletic nutrition).
- Automotive (e.g., rugged, high-performance vehicles).
- Security & Protection (e.g., military equipment, survival gear).
- Outdoor & Adventure (e.g., hiking, survival gear, and expeditions).
- Social & Humanitarian Organizations (e.g., campaigns that drive change and action).
Brand Examples
- Nike – Inspiring athletes to strive for excellence.
- Adidas – Driving performance and competitiveness in the world of sports.
- Under Armour – Emphasizing strength, resilience, and dedication to winning.
- Duracell – Creating products that can be relied on even in the toughest situations.
- Gatorade – Providing energy for those who want to reach their peak performance.
Strategy
- Use strong & passionate messages with focus on achievement, courage, and strength in brand communications.
- Show dynamic & energetic visuals with Use images and videos that show action, passion, and resilience.
- Challenge your audience with encouraging customers to step out of their comfort zone and reach their full potential.
- Build a Competitive & Motivated Community with Engage your audience through challenges, competitions, or motivational campaigns.
- Be the Solution for Those Who Want to Win with offer products or services that help customers achieve their own victories.
5. The Lover Archetype
“Love makes the world go round”
Brands with the Lover archetype focus on intimacy, passion, and deep emotional experiences. They create strong connections with their audience through beauty, romance, and sensory pleasure. They appeal to those who value emotional connection, warmth, and loving self-expression.
This archetype is driven to build strong connections, create heartfelt experiences, and help people feel love in all its forms. Brands with this personality often use elegant design, emotional language, and campaigns that emphasize happiness, sensuality, and affection.
Fit Industries
- Fashion & Beauty (e.g., cosmetics, perfumes, luxury apparel).
- Food & Beverage (e.g., chocolate, wine, fine dining restaurants).
- Jewelry & Gifts (e.g., rings, watches, flowers, greeting cards).
- Wedding & Romance (e.g., wedding photography, event planning, honeymoon hotels).
- Music & Entertainment (e.g., romantic movies, love songs, media that portray emotional stories).
Brand Examples
- Chanel – Elegant, passionate, and exuding beauty.
- Victoria’s Secret – Showcasing sensuality and confidence in style.
- Dove – Building self-love and natural beauty in everyone.
- Godiva – Delivering a romantic and seductive taste experience.
- Hallmark – Connecting people through a message of love and togetherness.
Strategies
- Use emotional & passionate messaging with focus on love, beauty, and emotional connection in brand communications.
- Use romantic & elegant visuals with choose warm colors like red, gold, or pastels, and soft, aesthetic designs.
- Build connections with customers with Use heartfelt storytelling and build deep feelings.
- Create sensual & memorable experiences with give customers something more than just a product, but also an experience that evokes emotion.
- Offer Products that boost self-Confidence & love with help customers feel more appreciated, loved, and special through your product or service.
The Lover archetype sells emotion, passion, and deep connection.
6. The Jester Archetype
“Life is to be enjoyed!”
Brands with the jester archetype focus on fun, humor, and entertainment. They exist to make life easier, spread happiness, and build relationships with their audience through laughter and fun. These brands appeal to those looking for fun experiences, relaxed interactions, and new ways to enjoy life.
This archetype has a desire to entertain, bring joy, and create joyful experiences. These brands often use humor, creativity, and unexpected communication in their marketing, creating a more casual and intimate relationship with their customers.
Fit Industries
- Food & Beverage (e.g., brands with humorous marketing, snacks, soda).
- Entertainment & Media (e.g., comedy shows, social media, streaming platforms).
- Advertising & Digital Marketing (e.g., viral campaigns, creative marketing).
- Fashion & Streetwear (e.g., clothing brands with unique and humorous designs or messages).
- Toys & Games (e.g., video games, board games, entertaining products).
Brand Examples
- M&M’s – Uses cute and personality-filled candy characters in their ads.
- Old Spice – Known for unique and unexpected humorous campaigns.
- Dollar Shave Club – Takes a lighthearted and humorous approach to marketing grooming products.
- Skittles – Odd, funny, and always surprising ads.
- Taco Bell – Witty marketing that often plays on internet trends.
Strategies
- Use humor in communication with Incorporate elements of jokes, satire, or surprise into your marketing to grab your audience’s attention.
- Show bright & engaging visuals with use bright colors, fun designs, and elements that reflect joy.
- Engage your audience in the fun with use social media to create challenges, memes, or interactive campaigns that invite customer engagement.
- Don’t be afraid to be unique & unconventional with dare to be different with a refreshing and unconventional approach.
- Keep It authentic & connected with your audience with good humor is one that feels natural and fits your brand and target audience.
The Jester sells happiness, laughter, and experiences that make life more enjoyable.
7. The Everyman Archetype
“We are all the same, and that’s what makes us special.”
Brands with the Everyman archetype focus on commonality, simplicity, and connectedness. They want to be a part of their customers’ everyday lives, offering products or services that feel familiar, accessible, and trustworthy. This archetype appeals to those seeking comfort, inclusivity, and authentic relationships.
This archetype has a desire to be part of a community, create a sense of belonging, and offer something that is relevant to everyone. These brands often use down-to-earth, friendly, and approachable communication, which makes customers feel comfortable and trustworthy.
Fit Industries
- Food & Beverage (e.g., home cooking, everyday products, coffee, and supermarkets).
- Casual Wear & Fashion (e.g., simple, comfortable, easy-to-wear clothing).
- Home Apparel (e.g., products that help with everyday life).
- Automotive (e.g., reliable, family-friendly vehicles).
- Financial Services & Insurance (e.g., transparent, accessible banking or financial services).
Brand Examples
- IKEA – Providing functional, affordable, and usable home furnishings for everyone.
- Levi’s – Classic jeans that are comfortable and fit for everyone.
- Coca-Cola – A beverage that builds togetherness and has become a part of many people’s lives.
- Ford – Cars made for the masses with affordable prices and high durability.
- Netflix – Entertainment service that anyone can enjoy, anytime only.
Strategies
- Use friendly & simple language, avoid being overly exclusive or formal; use a familiar and easy-to-understand tone.
- Feature everyday people in marketing with use real-life models or stories that customers can easily relate to.
- Focus on quality & affordability with make sure your product or service is accessible to many people without sacrificing quality.
- Build a solid community with engaged customers by creating a community of mutual support and shared experiences.
- Maintain consistency & authenticity, avoid overly luxurious or exclusive branding; stay true to the values of affordability and togetherness.
The Everyman sells a sense of togetherness, simplicity, and comfort that everyone can feel.
8. The Caregiver Archetype
“Caring, protecting, and providing peace of mind.”
The Caregiver focuses on caring, compassion, and protection. They want to help, serve, and ensure the well-being of their customers by creating products or services that make life easier, safer, and more comfortable. This archetype appeals to those seeking trust, security, and emotional support.
This archetype has a desire to protect and care for others, provide support, and create a loving environment. These brands often use gentle, empathetic, and reassuring communication, which makes customers feel cared for and appreciated.
Fit Industries
- Health & Care (e.g., hospitals, clinics, pharmaceuticals, and personal care products).
- Insurance & Finance (e.g., insurance companies that emphasize protection and safety).
- Healthy Food & Beverage (e.g., organic products or baby food).
- Social Services & Education (e.g., non-profit organizations, schools, and child development courses).
- Baby & Family Products (e.g., diapers, formula, or maternal and child care products).
Brand Examples
- Johnson & Johnson – A brand known for its gentle and safe baby and family care products
- Dove – Promoting natural beauty and caring for skin health
- Unicef – An organization working for the welfare and protection of children worldwide
- Nestlé – A food brand that emphasizes family nutrition and health
- Volvo – An automotive brand that emphasizes safety and family protection
Strategies
- Use empathetic & calming communication and use caring language and show that your brand cares about your customers’ well-being.
- Show protection & caring Images with use calming colors and visuals and show happy, protected families, children, or individuals.
- Focus on health & safety benefits and make sure your product or service highlights the safety, comfort, and well-being of your customers.
- Build trust through transparency provide clear and honest information about your product or service, and show how your brand truly helps your customers.
- Support social & philanthropic activities to get involved in charities, welfare programs, or initiatives that support communities and vulnerable groups.
The caregiver sells a sense of security, protection, and compassion that helps customers feel valued and cared for.
9. The Ruler Archetype
“Control, authority, and uncompromising superiority.”
The Ruler focuses on leadership, control, and exclusivity. They want to be the best in their industry, set high standards, and project a sense of luxury and power. This archetype appeals to those who value premium quality, stability, and high social status.
This archetype has a desire to create order, provide structure, and maintain dominance in their industry. These brands often use elegant, professional, and confident communication, creating the impression that they are the best choice for those seeking excellence and prestige.
Fit Industries
- Banking & financial services (e.g., exclusive banks, elite investments, high-end financial services).
- Luxury automotive (e.g., premium high-performance cars).
- Luxury fashion & goods (e.g., high-end jewelry, watches, and fashion).
- Luxury real estate & property (e.g., exclusive properties and premium housing services).
- Premium technology & electronics (e.g., high-end devices with exclusive features).
Brand Examples
- Rolex – A symbol of prestige and success through high-quality luxury watches.
- Mercedes-Benz – An automotive brand that emphasizes luxury, innovation, and performance.
- Louis Vuitton – An exclusive fashion brand that is a symbol of social status and elegance.
- Goldman Sachs – An elite financial institution that serves a premium clientele with high exclusivity.
- Microsoft (Enterprise Solutions) – Brands that offer premium business solutions with global dominance.
Strategies
- Use Bold & Authoritative language and make sure your brand communications convey professionalism, confidence, and industry dominance.
- Show exclusivity & prestige with use elegant designs, colors that convey luxury (such as gold, black, or navy), and visuals that convey success and stability.
- Create high-quality products or services and make sure your brand truly offers premium value with unmatched advantages.
- Maintain consistency & credibility with building a reputation as an industry leader by maintaining product quality, customer service, and innovation.
- Offer exclusive experiences with provide personalized service, VIP membership programs, or limited edition products to maintain a sense of exclusivity.
The Ruler sells control, prestige, and premium experiences that only a select few can enjoy.
10. The Innocent Archetype
“Simplicity, sincerity, and pure happiness.”
The Innocent focuses on honesty, simplicity, and pure happiness. They want to bring peace, optimism, and kindness into their customers’ lives. This archetype appeals to those who value simplicity, sincerity, and positive experiences.
This archetype has a desire to create a better world, spread happiness, and build trust with their audience. These brands often use soft communication, bright and warm colors, and messages that depict innocence, hope, and cleanliness.
Fit Industries
- Healthy food & beverage (e.g., organic produce, fresh milk, or natural juices).
- Health & hygiene (e.g., baby care, organic soap, or natural personal care).
- Tourism & hospitality (e.g., nature tourism destinations, health resorts, or spas).
- Children’s products (e.g., educational toys, children’s clothing, or story books).
- Social services & non-profits (e.g., charitable organizations or social campaigns that spread kindness).
Brand Examples
- Dove – Gently communicates natural beauty and self-acceptance.
- McDonald’s– Offers simple joys for children and families.
- Disney – Builds a world of wonder and imagination that brings joy to all ages.
- The Body Shop – Carrying natural and ethical products with a mission to spread kindness.
Strategies
- Use positive & reassuring messages with focus on honesty, happiness, and optimism in brand communications.
- Show bright & clean Visuals with Use colors like white, light blue, or pastels to create a sense of sincerity and freshness.
- Simplify Products & Services and make sure your brand offers an experience that is easy to understand and free of confusing complexity.
- Build Trust with your audience and use a transparent, honest, and authentic approach to marketing and customer service.
- Spread kindness with get your brand involved in social campaigns, charities, or movements that have a positive impact on society.
The Innocent offers sincerity, happiness, and experiences that bring peace and hope to their customers.
11. The Sage Archetype
“Knowledge is power, and truth is everything.”
The Sage archetype focuses on the seeking of knowledge, insight, and wisdom. They not only sell products or services, but also provide fact-based information, education, and solutions to help customers make better decisions. This archetype appeals to those seeking understanding, insight, and intellectual growth.
This archetype has a desire to discover the truth, understand the world more deeply, and guide others with trustworthy insights. These brands often use authoritative communications, educational content, and simple yet professional design to build credibility and trust with their audience.
Fit Industries
- Education & training (e.g., universities, online courses, or professional training).
- Technology & data (e.g., analytics software, AI, or research companies).
- Journalism & media (e.g., news publishing, educational podcasts, or documentaries).
- Finance & investment (e.g., financial consulting, investment firms, or banks).
- Health & science (e.g., pharmaceutical, medical research, or biotech companies).
Brand Examples
- Google – A search engine that provides access to limitless information
- Harvard University – An educational institution that is a symbol of wisdom and knowledge
- National Geographic – A brand that educates audiences with explorations of science and culture
- TED Talks – A platform that disseminates valuable ideas and insights from experts
- The New York Times – A source of in-depth, fact-based news and credible
Strategies
- Build credibility with deep Insight and Offer educational content, research, and data-driven analysis to demonstrate your expertise.
- Use authoritative & professional language and communicate information in a clear, objective, and credible manner.
- Provide value through education with create articles, webinars, videos, or courses to help your audience understand a particular topic.
- Be a trustworthy source of Information and make sure all claims, data, or information shared are well-verified.
- Use Minimalist & Professional Design with Focus on simplicity, neutral colors, and an elegant look to reflect intellectualism.
The Sage provides insights, wisdom, and knowledge that help their customers better understand the world.
12. The Explorer Archetype
“Don’t be constrained, find your freedom!”
The archetypes of explorer focus on unlimited freedom, adventure, and exploration. They not only offer a product or service, but also inspire customers to step out of their comfort zones, discover new things, and explore the world on their own. This archetype appeals to those who crave independence, freedom, and challenging new experiences.
This archetype has a desire to explore the world, find themselves, and experience true freedom. These brands often use bold messaging, visuals depicting travel and exploration, and natural, authentic design to reflect the spirit of adventure.
Fit Industries
- Tourism & Travel (e.g., travel agencies, airlines, or hiking gear).
- Automotive & Adventure Vehicles (e.g., off-road vehicles, touring motorcycles, or camper vans).
- Outdoor & Survival Gear (e.g., hiking gear, tents, or weatherproof clothing).
- Casual Fashion & Accessories (e.g., casual outdoor or adventure apparel).
- Healthy Beverages & Food (e.g., organic foods, natural energy drinks, or nature-based products).
Brand Examples
- The North Face – Inviting customers to climb higher and explore the great outdoors.
- Jeep – Vehicles designed to explore diverse terrains and push the boundaries of adventure.
- National Geographic – Brand that documents exploration and adventure from around the world.
- Patagonia – Outdoor apparel brand that emphasizes freedom and environmental stewardship.
- GoPro – Action cameras that allow customers to immortalize their adventures in an epic way.
Strategies
- Use Messages That Inspire adventure with communicate freedom, exploration, and the courage to try new things.
- Showcase visuals that show travel & exploration with Use images of the outdoors, mountains, and expansive landscapes to create a sense of adventure.
- Build a freedom-focused community with engaged customers in the experience by sharing stories of their adventures and accomplishments.
- Offer Products That Promote Mobility & Independence with make sure your products or services help customers achieve freedom and flexibility in their lives.
- Commit to authenticity & quality with brands with the Explorer archetype must truly embody the value of exploration, both in terms of the quality of the product and the lifestyle it promotes.
The Explorer archetype offers freedom, adventure, and the passion to explore the world without limits.
Choose Your Brand Archetypes
Every brand has a unique personality that can be categorized into 12 archetypes to build a strong, emotional identity. The Innocent embodies simplicity and optimism, while The Explorer highlights freedom and adventure. The Sage focuses on wisdom, while The Hero inspires with courage. The Outlaw challenges norms, and The Magician creates transformation. The Everyman embodies simplicity, The Lover emphasizes passion, and The Jester brings fun. The Caregiver is compassionate, The Ruler symbolizes control, and The Creator represents innovation. Choosing the right archetype helps brands build deep connections with their audiences.
It’s as important for a business owner as it is for a producer to choose the right character so that the story they tell can resonate with their audience. Choosing the right brand archetype is not just a marketing strategy, but also the foundation for building an authentic and consistent identity. With the right archetype, businesses can create deeper emotional connections, increase customer loyalty, and differentiate themselves from competitors. Don’t let your brand lose its way define a strong personality and make sure every branding element reflects the values and vision you want to convey to the world.
A producer also needs a co-producer or creative team to ensure every element of their film runs perfectly and so does your business in building a brand identity. Samscope is here as a strategic partner ready to help you find and develop the most appropriate brand archetype. Don’t let your brand wander without direction, consult with Samscope and create authentic, strong, and competitive branding. Contact us now and start your journey towards a brand that is embedded in the hearts of consumers!
