Aaker, J.L., 1997. Dimensions of Brand Personality. Journal of Marketing Research (JMR), 34(3), pp.347-356. Belk, R.W., 1988. Possessions and the Extended Self. Journal of Consumer Research, 15(2), pp.139-168. Berger, P.L. & Luckmann, T., 1966. The social construction of reality; a treatise in the sociology of knowledge, Garden City, N.Y.: Doubleday. Brown, S. & Patterson, A., 2010. Selling stories: Harry Potter and the marketing plot. Psychology & Marketing, 27(6), pp.541-556. Campbell, J., 2008. The Hero with a Thousand Faces, New World Library. Campbell, J., 1991. The Power of Myth, Anchor Books. Creative Brains Inc, 2012. Scanamind. Available at: http://www.scanamind.com/2levels.html[Accessed September 1, 2015]. Dewhurst, M., Harris, J. & Heywood, S., 2011. Understanding your “globalization penalty” | McKinsey & Company. Insights & Publications. Available at: http://www.mckinsey.com/insights/organization/understanding_your_globalization_penalty [Accessed July 27, 2015]. Ellenberger, H.F., 1970. The discovery of the unconscious: the history and evolution of dynamic psychiatry, Basic Books. Feist, J. & Feist, G.J., 2009. Theories of Personality 7th ed., New York: McGraw-Hill. Gains, N., 2013. Brand esSense: Using Sense, Symbol and Story to Design Brand Identity, Kogan Page Publishers. Gladwell, M., 2006. Blink: The Power of Thinking Without Thinking, Penguin UK. Gray, D.E., 2014. Doing research in the real world, London: SAGE. Halliday, J., 1996. Chrysler brings out brand personalities with '97 ads. Advertising Age, 67(40), pp.3-64. Hasan, D., 2009. Fascinating Brand Stories | How to scream for ice cream in different languages | IDEAS INSPIRING INNOVATION. Available at: https://ideasinspiringinnovation.wordpress.com/2009/12/29/fascinating-brand journeys-how-to-scream-for-ice-cream-in-different-languages/ [Accessed September 1, 2015]. Innocent, 2015. Photos and logos - innocent - little tasty drinks. Available at: http://www.innocentdrinks.co.uk/us/press/photos-and-logos/photos-and-logos/logos[Accessed September 1, 2015]. Jung, C.G., 1981. The Archetypes and the Collective Unconscious, Princeton University Press. Kahneman, D., 2012. Thinking, Fast and Slow, Penguin UK. Keller, K.L., 1993. Conceptualizing, Measuring, Managing Customer-Based Brand Equity. Journal of Marketing, 57(1), pp.1-22. Kleine III, R.E., Schultz Kleine, S. & Kernan, J.B., 1993. Mundane Consumption and the Self: A Social-Identity Perspective. Journal of Consumer Psychology (Lawrence Erlbaum Associates), 2(3), p.209. Lindstrom, M., 2008. Buyology: Truth and Lies About Why We Buy, Crown Publishing Group. Malhotra, N.K., 1981. A Scale to Measure Self-Concepts, Person Concepts, and Product Concepts. Journal of Marketing Research, 18(4), pp.456-464. Mark, M. & Pearson, C., 2001. The Hero and the Outlaw: Building Extraordinary Brands Through the Power of Archetypes, McGraw Hill Professional. Martin, B., 1997. Semiotics and Storytelling, Philomel Productions Limited. M&M'S®, 2015. M&M'S® Official Website | Home. Available at: http://www.mms.com/us/[Accessed September 1, 2015]. Moon, Y., 2008. Global Branding and Advertising. Harvard Business Review. Available at: http://www.hbs.edu/centennial/businesssummit/global-business/global-branding and-advertising.html [Accessed September 1, 2015]. Myers, I.B., 2000. Introduction to Type: A Guide to Understanding Your Results on the Myers Briggs Type Indicator, Oxford Psychologists Press. Myers, M.D., 2008. Qualitative Research in Business & Management, SAGE. Propp, V.I., 1968. Morphology of the Folktale: Second Edition, University of Texas Press. Ross, A., 2015. Interview: Innocent creative director Dan Germain - Features. Digital Arts. Available at: http://www.digitalartsonline.co.uk/features/creative-business/interview innocent-creative-director-dan-germain/ [Accessed September 1, 2015]. Rycroft, C., 1977. A critical dictionary of psychoanalysis, Penguin. Schrobsdorff, S., 2011. All-TIME 100 Nonfiction Books. Time. Available at: http://entertainment.time.com/2011/08/30/all-time-100-best-nonfiction books/slide/the-hero-with-a-thousand-faces-by-joseph-campbell/ [Accessed August 24, 2015]. Siraj, S. & Kumari, S., 2011. Archetyping the Brand: Strategy to Connect. IUP Journal of Brand Management, 8(3), pp.47-59. Spink, J.H., 2002. Using archetypes to build stronger brands. Available at: http://www.livingbrands.co.uk/Assests/Articles/Brand%20Archetyping%20(Admap%20article%201).pdf [Accessed September 1, 2015]. Stevens, A., 2001. Jung: A Very Short Introduction, OUP Oxford. Uriel, 2011. The Origin of Branding. Uriel.org. Available at: http://www.uriel.org/brand management/the-origin-of-branding/ [Accessed March 21, 2015]. i The McKinsey's organizational-health index database collates the results of 600,000 employee surveys designed to assess the health of almost 500 different corporations. ii «There's no second chance to make a first impression » Quote attributed to Harlan Hogan an American advertising voice over actor.