A brand reading
Budweiser.
Everyman A beer, not a statement.
Anheuser-Busch holds the line on pricing and positioning that says, plainly, this is a beer for working people. When the brand drifts into status (or politics), the archetype distorts; when it returns to the bar, the archetype expresses.
The five-layer reading.
- 01 Motivation
- Everyman. A beer, not a statement.
- 02 Mind
- ESFJ
- 03 Temperament
- Sanguine
- 04 Persuasion
- Pathos
- 05 Expression
- Expressed (occasionally distorted)
Friendly, plainspoken, allergic to status. The brand’s instability lives at the moments it forgets which archetype it is.
Famous spot
Whassup?, 1999