I return to the first post of this new course with an intentional link to the last one. In it, he opened the debate on the type of relationships between brands and customers. Now I propose to delve more directly into “the sex of brands” (this would be the headline that sells… to which it should be specified that I am referring to their gender – male or female).

As I’ve said before, brands are relationships and experiences. They can be intense and positive, but also negative. Beyond frugal summer contacts, with the passage of time we build in our minds and hearts a reflective image of our experiences with them. And as it happens in our personal relationships, we are the ones who choose the gender of the people with whom we relate and based on that we decide what kind of relationships we want with them.

My theory is that brands have sex, in some cases they constitute themselves and behave like men and in others like women. And not because they are products for men or women, but because of how their DNA, their brand essence and their personality have been generated. If we are able to calibrate it, we will be able to better understand the brand and improve its competitive advantage. On the other hand, it will help us to better choose the type of messages it sends and the medium it uses for it; And ultimately, it will allow us to offer a brand experience that is more coherent with values and consistent over time, capable of connecting much better with the public.

To sex a brand we can rely on different techniques, such as Carl Jung’s theory of archetypes, which defends that throughout humanity there are a series of ideas and patterns of behavior that function as universal models. There are exactly 12 defined Jungian archetypes that help us identify specific personalities.

On the other hand, we can also base ourselves on what we call Brand Being, or in other words, on clearly defining the values and attributes of the brand based on 4 main axes: characteristics, emotions, behaviors and relationships. Each of them has a number of personality traits associated with it.

We all know that we don’t have the same dialogue with people of the same sex or the opposite sex. Therefore, if we add the study of the consumer to this analysis that will have allowed us to know if the gender of our brand is male or female (or both), we will be able to realize if we speak to them in the right tone: from man to man, from woman to woman, from man to woman or from woman to man.


If we are able to understand and apply it, the brand-customer relationship can be profoundly strengthened, increasing trust and admiration for the brand.


Carlos Puig Falcó

CEO at Branward

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