warby parker case study for class
TRANSCRIPT
Case studies for Archetypal Branding
1
Tom McManus
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Brand research
Glasses category
6
Creation Story Belief System
USP
Brand Stories
7
Archetype
Brand Belief: The Explorer
The freedom to find out who you are through exploring the world.
Challenge category norms
Archetype showcases beliefs
Design Principles
13
1. Communicate 2. Inspired Simplicity 3. Don’t make it look like an ad
TV commercial
TV commercial
Guerrilla marketing