As you may know, many major brands create archetypes in order to remain memorable to customers, gain their trust, stand out from competitors, and build emotional connections.

Archetypes are divided into different types based on their characteristics. Examples include the Hero, Rebel, Jester, Caregiver, Magician, and Sage. These character types significantly contribute to strengthening a brand and ensuring long-term recall in consumers’ minds.

In the local market, such archetypes can also be observed across various industries, particularly in the banking sector. However, in most cases, these archetypes fail to evolve beyond a mascot or symbolic character, and companies do not place sufficient strategic importance on this direction.

In contrast, the global brand M&M’s has maintained this tradition for over 50 years and has achieved highly successful communication. The well-known humorous and jester-like characters have played a key role in M&M’s brand strategy and have significantly contributed to its strong market presence.