A brand's positioning is best reflected in the topics it chooses as well as the tone and wording it adopts. The gold standard is to create a distinctive content profile that stands out from the competition - one that establishes defining brand peaks that go beyond standard industry topics.
An industry of notable contrasts, naturally leaning toward the Creator archetype. Standout examples include Chanel (strongest Creator profile), TIFFANY & Co (Lover, of course), and Rolex (The knowledgeable, loving Creator with a touch of magic).
Choose max. 4 brands to compare:
The Regular Brand
Adidas
Armani
Burberry
Cartier
Chanel
Chow Tai Fook
Coach
Dior
Gucci
H&M
Hermes
Louis Vuitton
Lululemon
Nike
Omega
Prada
Puma
Ralph Lauren
Ray Ban
Rolex
Tiffany & Co
UNIQLO
Victorias Secret
Yves Saint Laurent
Zara
Creator, Lover, Explorer, and Hero are the top four archetypes, with Creator leading by a wide margin. The Regular Guy archetype appears with average frequency.
Not surprisingly, the most commonly used words revolve around “what” and “how.”
4% of the analyzed brands were excluded from the analysis due to the lack of an English website.
_shoes
_women
_accessories
_shop
_clothing
_handbags
_bags
_gift
_t-shirt
_store
_football
_jewelry
_united kingdom
_collection
_sport
_kids
_unlined
_canvas
_klare
_delivery