Know-How Exchange : Branding

One can see how brand personality and brand archetype are developed with this story of Band-Aid brand --

Back in 1920, a young housewife and mother named Josephine Dickson was living in New Brunswick, New Jersey, with her husband Earle, and though married life agreed with her, housekeeping did not. Not that she didn't try. When Earle came home from his job as a cotton buyer at Johnson & Johnson, Josephine would always have dinner on the table. Unfortunately, she'd also have several cuts or burns on her fingers. Without an adhesive bandage, Josephine had no easy way of bandaging her own cuts. Earle had to cut pieces of adhesive tape and cotton gauze and make a bandage for each wound. This happened day after day-and, day after day Josephine needed more bandages. They were in a real bind.

Finally, after several weeks of kitchen accidents, Earle hit upon an idea. Earle sat down and prepared some ready-made bandages by placing squares of cotton gauze at intervals along an adhesive strip and covering them with crinoline. Now all Josephine had to do was cut off a length of the strip and wrap it over her cut. In a way, it was a mother who was responsible for the invention of the BAND-AID® Brand Adhesive Bandage.

Earle soon told his boss at work about his new invention and soon the first adhesive bandages were being produced and sold under the world famous BAND-AID® Brand trademark. Earle was eventually rewarded with a position as Vice President in the company, where he stayed until his retirement.

The Band-Aid brand becomes a person -- Earle. He is the archetype personified as "The Caregiver" -- nurturing, compassionate, caring of his wife and living a life of service to others. They are not merely Earle's traits, as few customers will ever know Earle's story - they are now Band-Aid's traits. Band-Aid is The Caregiver archetype brand. The Band-Aid brand stands for the strong emotion of caring.

to read my article go to:
https://www.schraff.com/adv/helpdesk/brand_is.php