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Relationship marketing. How to build relationships with the client . The archetype of the Błazen brand In one word: fun. The jester lives for fun and the present moment. He considers it his duty to be a ray of sunshine in the lives of everyone around him. He is optimistic. Always young in spirit and full of childlike joy of life. He uses humor in his communication, mocks and parodies everything and everyone. Thanks to this, Jester Brands have the power to talk about difficult topics and raise them in an engaging way. Their communication is light, colorful and easy to accept for most audiences. Eamples from popular culture: Mr. Bean, Beetlejuice Brand eample: MailChimp - if you have ever been to a brand's website, you probably know the riot of colors that pour out on every recipient. A funny logo accompanies recipients and users through all stages of creation, up to an animated,


sweaty finger sending mailing and giving a high five at the end. Other brands: M&M's, Old Spice, Fanta . The archetype of the Towarysz brand This brand doesn't want to lead - it just wants to belong, to be part of someone's journey. He blends into Middle East Mobile Number List society and does not like to stand out from the crowd. She is friendly and easy to communicate with. She's neither very funny nor rude nor loud. The Companion brand easily gains trust. Treats everyone equally. Builds community. It sends a friendly, sincere and humble message. It shows normal life as we know it.





Eamples from popular culture: Ted Mosby, Spiderman, Jon Snow Brand eample: Levi's - the first thing we see when entering the Levi's website is a mosaic of photos of LGBTQ people and the quote: "Find who you are using your voice and share it with the world." The quote and style are dedicated to International LGBTQ Pride Month. Not the brand, but the people. Levi's gives jeans a casual style and an everyday look. Their philosophy is based on blue jeans and photos of everyday activities, no matter where we are. It is always a product and a situation that most of us can find ourselves in. The brand language is subdued, friendly and low-risk. Other brands: Ikea, KitKat, eBay Summary Every company should know the answer to the question How to identify brand .