‘Myth behind the Brand’ by Dr. Meena Kaushik

Founder and Chairperson of Quantum Consumer Solutions Group, Dr. Meena Kaushik, visits Sri Lanka, her first offshore venture, set up 14 years ago. She is a Social Anthropologist and Semiotician with 35 years of experience. 

Meena’s passion for understanding of consumer behaviour, consumer culture and consumer psyche, has inspired her to develop many analytical models for understanding a brand’s equity or brand’s archetype, profiling a consumer or understanding the sensory code of a brand.

She has recently established Quantum Ethnography division and Quantum 360, a Consumer Consultancy division. Quantum footprint now reaches across Asia Pacific and South Asia with offices in Mumbai, Bangalore, Delhi, Sri Lanka, Bangladesh, Singapore and Indonesia

Working across diverse product categories, across cultures and continents has given her a rich understanding of the consumer. She has been instrumental in helping many brand teams craft meaningful brand mixes and brand keys.

Meena’s latest passion is brand workshops and she has conducted numerous insight and idea generation workshops for Clients.   

On 15 August at Hilton Residences, Meena addresses the marketing fraternity in Sri Lanka on how powerful brands tell a meaningful story that taps into the deep sub conscious 

 A powerful methodology that used to identify a brand’s key essence is the Archetype Study. It operates under the premise that all brands – on some level – adhere to 12 enduring universal archetypes: The Ruler, The Lover, the Magician, The Explorer, The Creator, The Sage, The Hero, The Caregiver, The innocent, The Jester, The Ordinary Person, and The Outlaw. Through careful exploration and analysis of the brand story – its origins, its biggest hits and misses, its intended pathway, and the way it is being received by its strongest supporters – the brand will be able to identify which archetype it fits in to. 

By identifying this enduring myth, a brand is setting clear context from which all future activations can be launched. It is a powerful position that, currently, only a few brands have leveraged.