Library

The Brandfriend Library is a growing collection of essays, models, publications and excerpts from current and upcoming books.

Here you'll find the thinking behind our method - on archetypes, brand behaviour, trust, positioning, identity and the cultural role of brands.

Layered, strategic and applicable, built to inspire and guide. 

Helicopter view

Eagle Eyes

Seeing with Clarity and Distance

Strategic vision requires distance, focus and the courage to rise above complexity. Across cultures, the eagle symbolizes leadership, clarity and purposeful vision.

Among the Sioux, the eagle - known as the Thunder Bird - was seen as a messenger between sky and earth, flying higher than any other bird.

It represents the ability to rise above, to see sharply, and to act with precision. 

Eagle Ariane Kok

© Ariane Kok

Published

Strategic Brand Management

A leading series of textbooks for higher education and branding professionals.

For over a decade, it has been the trusted and innovative standard reference in future-oriented and sustainable brand management.

This fifth edition places full emphasis on sustainable brand building – economically, socially, and ecologically.

  • Editie 3 (2010), 4 (2015) en 5 (2022)
    Uitgegeven door Pearson
    Geschreven door Kevin Lane Keller, Erik Schoppen, Ruud Heijenga en Vanitha Swaminathan

Verhalen om niet te verdwalen

In 2015 Verhalen om niet te verdwalen – the journey of the brand organization was published, a book in magazine format written in collaboration with Jan Spackler.

The book illustrates how the depth psychology of Carl Jung can be practically applied to brand and organizational development.

In Development

Value

Understanding and creating VALUE through (brand)psychology.

An in-depth book on value creation, loyalty, and mental brand attachment.

Archetyping

Knowing and showing the depth of Jungian archetypes.

A comprehensive work that fully elaborates the archetypal thinking behind the Brandfriend Compass. It shows how archetypes are recognizable in brands, (pop) culture, design, and the societal domain.