Understanding brand archetypes and the importance of defining the brand story that your customers will engage with. Tim Ward, Head of Design & Digital Experience, The Real Adventure For more information, please contact: Simon Brace, New Business Director The Real Adventure T: 0117 244 0800 E: simon.brace@realadventure.co.uk

1. Archetype
First
Tim Ward
@wardamercy
Head of Design and Digital Experience
A Creston Communications company

2. What is it that we
want to do?
We want to be free to…do what
we want to do. And we want to
have a good time.
And we want to get loaded…

3. We want to connect
brands with
consumers so they
buy their stuff

4. Stories and
narrative

5. For narratives to ring
true they have to
come from a place of
authenticity
Jay Cartwright - The Inbetweeners

6. “Last time I went to the
country, I had a bit of bother. A
cow. It charged me so I had to
knock it out. One punch. I had
to leg it though coz it's mates
saw what was going on, and no
word of a lie, they stood up on
their hind legs and started
firing milk at me from their tits.”
Jay Cartwright - The Inbetweeners

7. Authenticity requires
a consistent voice
Mission control - Apollo 11

8. Archetype first
Carl Jung

10. Archetypes for brands

11. Lynx
Magician

12. Harley-Davidson
Outlaw

13. Nike
Hero

14. Häagen-dazs
Lover

15. Ikea
Regular
person

16. Compare the market
Joker

17. Mercedes-Benz
Ruler

18. Lego
Creator

19. Fairy
Caregiver

20. Coca-Cola
Innocent

21. Persil
Explorer

22. BBC
Sage

23. Archetypes can help
us to define the
brand’s role in any
narrative
Spielberg & Lucas - Raiders of the Lost Ark

24. Coca-Cola
Happy ID

26. KFC
Phonestack

28. We want consumers
to connect to others
on behalf of the brand

29. Archetype first helps
us connect consumers
to brands
Mars Blackmon - Nike

30. Archetype first
helps consumers to
connect to others
on behalf of brands
First kiss - Wren

31. “
How can you get very far,
If you don’t know Who You Are?
How can you do what you ought,
If you don’t know What You’ve Got?
And if you don’t know Which To Do
Of all the things in front of you,
Then what you’ll have when you are
through Is just a mess without a clue
Of all the best that can come true
If you know What and Which and Who.”
Benjamin Hoff - The Tao of Pooh

32. Archetype
First
Tim Ward
@wardamercy
Head of Design and Digital Experience