Archetypes – Making the mundane meaningful.

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Combining design, UX and strategy to create digital experiences was once a virtue. Now, experiences based on a deeper more meaningful connection – like brand – are the ones that stand out and succeed.

Combining design, UX and strategy to create digital experiences was once a virtue. Now, experiences based on a deeper more meaningful connection – like brand – are the ones that stand out and succeed.

More in: Design , Technology , Business
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  • 1. BRAND ARCHETYPES Making the mundane meaningful JON WARING – 19TH JULY 2013
  • 2. ARCHETYPES What’s this all about? • Digital primary touchpoint for business • UX, design & strategy no longer a virtue • Brand creates a deeper, more meaningful connection • UX is in unique position to tell a brand story
  • 3. STEPHEN P. ANDERSON. HTTP://GETMENTALNOTES.COM/ The most powerful stories are well-crafted visions that give significance to mundane tasks.
  • 4. JOHN HEGARTY “How do you measure love?” W. EDWARDS DEMING “You can’t manage what you can’t measure”
  • 5. What’s your social style? Analytical Driver Amiable Expressive
  • 6. Analytical Driver Amiable Expressive D C B A 1 2 3 4 Task People Ask Tell
  • 7. BRAND ARCHETYPES A scientific framework
  • 8. Stability control Risk achievement MotivationBelonging Learning freedom Need for structure and control. Driver Need to break old rules make leaps to success. Expressive Need to reach pinnacle, to lead by know how. Analytical Need to be part of others and lead normal life. Amiable
  • 9. Ruler Caregiver Everyman Jester Creator Innocent Sage Rebel Hero Lover Magician Explorer Stability control Risk achievement MotivationBelonging Learning freedom
  • 10. Ruler Caregiver Everyman Jester Creator Innocent Sage Rebel Hero Lover Magician Explorer Stability control Risk achievement MotivationBelonging Learning freedom
  • 11. YOUR TURN Discover the archetype 2 X TABLES Moleskine 2 X TABLES Starbucks
  • 12. ARCHETYPE CARDS You’re going to reduce from 60 to 30 • Spread out image side up • Think about the brand • Use your intuition • 2 minutes Cards used with kind permission BY M. HARTWELL & J. CHEN - from ARCHETYPES IN BRANDING
  • 13. ARCHETYPE CARDS Now from 30 to 15 • 2 minutes
  • 14. ARCHETYPE CARDS Now from 15 to 7 • 1 minute
  • 15. ARCHETYPE CARDS Split cards into 2 groups – yes / maybe • 1 minute
  • 16. ARCHETYPE CARDS Discard maybe – turn over cards • Discuss characteristics • 3 minutes
  • 17. GROUP FEEDBACK What are your archetypes – do they fit? SAGE Moleskine EXPLORER Starbucks
  • 18. Summary • Digital is the primary touchpoint for business • Brand creates a deeper, more meaningful connection ARCHETYPES CAN • Bridge conversations between left and right brains • Create instinctive understanding of business personality • Catalyst for meaningful digital experiences • Map human motivation and creative meaning
  • 19. jon@3Sixty.co.uk@waringdesign Thank you ARCHETYPES IN BRANDING Cards used with kind permission –BY M. HARTWELL & J. CHEN