CharacterLab™ Archetypes Go Live at ARF Re:think 2010

12 Mar 2010|Added Value

ARF ReThink logoOnly one more week to go before the Hero, the Explorer, the Lover and the Outlaw come alive at this year’s Advertising Research Foundation conference, Re:think 2010, March 22nd and 23rd in New York. As a major sponsor, Added Value, will be launching CharacterLab™, an engaging online tool that uses Jungian archetypes to help companies transform the way they manage their brand experience  (visit for more).

“The power of CharacterLab™ lies in its online interactivity, its engaging user experience, its unique use of a primary and secondary blended archetype, and its quantitative validity,” explains Ruth Moss, Executive Vice President at Added Value US. “Because it can be deployed anywhere online, it puts brand character development truly in the hands of marketers themselves.”

To illustrate the relationship between brands and archetypes, Added Value is literally bringing archetypes to life at the ARF Expo. The company promises an engaging experience for ARF attendees, but is keeping the surprise under wraps until the conference.

“In an increasingly competitive marketplace, brands that radiate a distinct character that consumers can empathize with or aspire to stand a much better chance of carving out a tangible advantage,” says Maggie Taylor, CEO of Added Value US.  “The right product or service, with a strong character, consistently executed in a culturally relevant way stands the best chance of all.”

In addition to CharacterLab™, Added Value’s ARF Expo Showcase Room will feature Character Creation—Added Value’s approach to developing the visual and verbal language for a brand that ultimately defines its unique character. It will also include demos of AV-id™, Added Value’s proprietary digital insight and innovation platform that leverages the principles of social networking to help clients explore, develop and refine marketing concepts in real time; and TrendTrax, a specialist proprietary, innovative approach to their new trends offer. For a full schedule of Added Value Re:think 2010 events, click here.

For more information on CharacterLab™ or Added Value’s other offerings, contact Added Value US at +1 323 436 6600 or

Click here for more about our Character Creation offer.

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