Have you ever connected with a character in a movie or book? We all have the basic tendency to use symbolism to understand concepts, characters, companies or brands. These tendencies can be identified as archetypes, and there are twelve of them. Each of these has a powerful identity. The idea is that any brand can relate to one of the twelve models to help define the brand archetype. As consumers, we connect with or relate to the personality and aspirations of the brand archetype. They are universal, and they represent our fundamental needs and desires.

This will help Smash understand a little bit more about your brand. BIG brands understand their brand archetype and so should you.

Please select your answers in order of importance.
It will take you about 8-10 minutes to complete the questionnaire.

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Picture your brand walking down the street. How does it look, sound, and act? You need to know, and we can SMASH that for you.

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