Under the hood - Why
do we work the way we do?

At Verum Mundi, we identify your Brand Character from the 12 Archetypal characters that appear in all cultures and across the ages - Magician, Innocent, Jester, Companion, Care Giver, Mentor, Craftsman, Ruler, Persuader, Hero, Explorer, Rebel. (TM. - The Revel Agency). Based on the choice of Character we create an ‘Organising Narrative’ that unlocks brand value and growth across multiple markets and over many years. The ‘choice’ of Archetype also forms the platform to identify your strategic Brand Purpose.

Most importantly, we will create and allow you to own an enduring recognizable world for your brand - a motivating emotional space in the mind of your consumer that cannot be confused or imitated.

The three P’s…

Our propriety process, used very successfully over the last 20 years on the client side will identify the three key components of the Organising Narrative - The Players, The Plot and the Place & Brand Properties.. 

These ‘P’s will be chosen with the client based on an archetypal and story-based quant, analysis of all the material produced by the brand since its inception. This is then workshopped with the client brand leadership team. 

The alternatives for ‘P’s are developed using the archetypal narrative approach which has a proven track record in delivering competitive clarity in emotional space. 

We ensure that the Brand Narrative can build a strong and strategic meaning system as well as communicate market place preference drivers. This is checked using our proprietary quant consumer research.

The final three P’s are used to stimulate and guide our world class creatives, or your retained creative agency, to write flagship executions (usually short films (animatics) of 30 seconds) that can be tested with consumers in the conventional way to ensure they deliver Impact, correct brand Character and Effective outcomes.

Successful, decades-long global campaigns such as Domestos Germworld, Comfort Clothworld, Sunlight Dishworld, Cif fairy tales and others have all been delivered using this approach. 

These camapigns have transformed the fortunes of the brands they promote and have been successfully rolled out to every market across the world.

The team at Verum Mundi have decades of relevant successful experience to draw on to help define the Narrative for your brands and deliver stand-out success in the market place.