Brand Positioning and the Plutchik Wheel

Robert Plutchik’s wheel of emotions showcases a wide spectrum of human emotion, and the various ranges within each category. The 7 primary emotions are shown in the centre, and peripheral emotions indicate a combination of multiple primary emotions. For example, optimism would be a combination of anticipation and joy (a hard combination to beat!)

Where would your brand positioning fit? Go ahead, mark your spot 🙂

plutchik wheel


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