Added Value US uses the art of the Archetype to bring global brands to life

Following on Added Value Groups global announcement on September 29th of three new initiatives to help clients answer the tough marketing questions facing their brands and businesses, Added Value US, the brand development and marketing insight consultancys North American business, is putting one of those initiatives to the test.

Character Creation uses Jungs model of human Archetypes as a starting point to help define and develop a brands character. Added Value starts with Archetypes because they are themes that are universally understood. Their character work takes Archetypes a step further, creating a brands narrative, defining its journey, voice, appearanceall aspects of who the brand isto bridge strategy and execution. The company has developed a board game based on Archetypes to help guide their clients through the beginning of the process. An online version will be launched shortly.

Character Creation is already proving successful for clients including Ford and Reliant Energy. Specifically for the latter, Added Value knew that defining a unique brand character was the only way for the company to differentiate in that sector.

Core Facts

In addition to Character Creation, Added Value is launching two other initiatives AV-id, a digital insight and innovation platform that leverages the principles of social networking to help clients explore, develop and refine marketing concepts in real time; and a specialist innovation approach featuring a proprietary new trends offer.
Added Value has also just unveiled a new global website www.added-value.com and is hosting events across the globe to introduce its new initiatives. A New York event, Ignite 10 will be held in Manhattan on November 5th, 2009.
For more information on Character Creation or Added Values other new offerings, contact Added Value US at 323 254 4326 or AVUS-INFO@added-value.com.

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The role that Archetypes play in peoples lives is more important than most marketers realize. Understanding and defining the archetypal character of a brand like the Hero, the Lover or the Explorer and applying those insights to build narratives that consumers identify with is what inspires our clients to build iconic brands.

Maggie Taylor, CEO of Added Value US

Added Value worked with us to develop our Brand Character, to anchor Reliant as a brand with its own distinct voice, look, and narrative. It has helped us to define who we are and helped us understand how to behave in all channels so that we have a unified brand with one voice.

Manny Rodriguez, VP Brand and Marketing Services, Reliant Energy

Company information

About Added Value
Added Value provides consultancy on brand development and marketing insight for iconic brands, both big and small, around the world. They help solve clients’ central marketing questions about market, equity, positioning, innovation and communications.

Many clients are Fortune 500 companies, such as AT&T, Microsoft, Ford, HSBC, Allianz, P&G, but they work with start-ups and challenger brands too. The company has 22 offices in 14 countries, yet their experience spreads across 150 markets worldwide and across all industry sectors.

Added Value operates under the business names Added Value, Icon Added Value, Oracle Added Value, Cheskin Added Value, AV-Stratosfera and Added Value Saffron Hill.

Added Value US has offices in Los Angeles, New York, San Francisco and Seattle. For more information, visit www.added-value.com/USA.

Added Value is now one of the largest operations within WPP’s Kantar division, www.kantar.com, a wholly-owned subsidiary of WPP plc. WPP is the world leader in marketing communications services, employing 135,000 people (including associates) in 2,400 offices in 107 countries. For more information, visit www.wpp.com.

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