The Royal Society Of Account Planning Presents The 12 Branding Archetypes

The Royal Society of ACCOUNT PLANNING PRESENTS... A CAROL PEARSON’S 12 BRANDING A ARCHETYPES www.royalsocietyofaccountplanning.blogspot.com

The Royal Society of ACCOUNT PLANNING PRESENTS... Carol Pearson’s 12 Branding Archetypes Focus/Motivation Stability / Structure People / Belonging Results / Mastery Learning/Identity Core Desire Desire to feel safe Desire to belong Desire to have a special Desire to be yourself and and in control and feel valued impact on the world find out about the world Administrator Facilitator Manager Mentor Leadership Style (Earth) (Water) (Fire) (Air) (Element) Providing structure Leaving a thumbprint The yearning for Tag Line No person is an island to the world on the world paradise Stage One: Preparation Socialization Archetypes Regular Guy/Gal Warrior (Locates power in the group Caregiver (Hero) Innocent and social systems) (Orphan) Helps People Care for others Be OK just as you are Act courageously Retain or renew faith “Compassion for thy “All men and women “Where thereʼs a will Moto “Free to be you and me” neighbor as yourself” are created equal” thereʼs a way” Example AllState Wendyʼs Nike Ivory Stage Two: Journey Change Archetypes Destroyer Seeker (Takes back personal Creator Lover power and freedom) (Outlaw) (Explorer) Helps People Craft something new Finds and gives love Break the rules Maintain independence Moto “If it can be imagined, “Rules are meant “Follow Your Bliss” “Donʼt fence me in” it can be created” to be broken” Example Williams-Sonoma Victoria Secret, Revlon Harley-Davidson Levis Stage Three: Return Restabilization Archetypes Ruler Jester Magician Sage (Exerts personal power in the world) Exert control Have a good time Affect transformation Understand their world Helps People Moto “Power is the key to life” “Life is about laughter” “It can happen” “The truth will set you free” Example American Express Miller Lite Calgon Oprahʼs Book Club http://www.herowithin.com/arch101.html www.royalsocietyofaccountplanning.blogspot.com

Stage One: Preparation Stage Two: Journey Stage Three: Return CORE DESIRES Socialization Archetypes Change Archetypes Restabilization Archetypes (Locates power in the group and social systems) (Takes back personal power and freedom) (Exerts personal power in the world) Stability / CAREGIVER CREATOR RULER Structure Core Desire: Desire to feel Creating Protecting Leadership safe and in Enduring control Others and Control Providing Value structure to the world People / MEMBER LOVER JESTER Belonging Core Desire: Desire to belong Connecting to and Experiencing Bliss To Live in and feel valued ﬁtting-in with others the moment No person is an island Results / WARRIOR OUTLAW MAGICIAN Mastery Core Desire: Using knowledge of Desire to have a Proving one’s special impact To destroy what how their world worth through on the world is not working works to transform Leaving a courage thumbprint it to their vision. on the world Learning / INNOCENT EXPLORER SAGE Identity Core Desire: Freedom to Desire to be yourself and To be happy experience a To discover find out about the world in paradise better more the truth fulﬁlling life The yearning for paradise The Royal Society of ACCOUNT PLANNING PRESENTS... CAROL PEARSON’S 12 BRANDING ARCHETYPES www.royalsocietyofaccountplanning.blogspot.com

Stage One: Preparation Stage Two: Journey Stage Three: Return ATTRIBUTES Socialization Archetypes Change Archetypes Restabilization Archetypes (Locates power in the group and social systems) (Takes back personal power and freedom) (Exerts personal power in the world) Stability / CAREGIVER CREATOR RULER Structure Desire: protect people from harm Desire: create something of enduring value Desire: control Core Desire: Goal: to help others Goal: give form to a vision Goal: create a prosperous, successful Desire to feel Fear: selfishness, ingratitude Fear: having a mediocre vision or execution family, company, or community safe and in Strategy: do things for others Strategy: develop artistic control and skill Strategy: exert leadership control Trap: martyrdom of self, Task: create culture, express own vision Fear: chaos, being overthrown entrapment of others Trap: perfectionism, miscreation Trap: being bossy, authoritarian Providing Gift: compassion, generosity Gift: creativity and imagination Gift: responsibility, leadership structure to Example: Allstate Example: Williams-Sonoma Example: American Express the world People / MEMBER LOVER JESTER Belonging Desire: connection with others Desire: attain intimacy and sensual pleasure Goal: to belong, fit in Goal: being in relationships with the people, the Core desire: to live in the moment Fears: standing out, seeming to put on airs, work, the experiences, the surroundings they love with full enjoyment Goal: to have a Core Desire: and being exiled or rejected as a result Fear: being alone, a wallflower, unwanted, unloved great time and lighten up the world Desire to belong Strategy: develop ordinary solid virtues, Strategy: become more attractive-physically, Fear: boredom or being boring and feel valued the common touch, blend in emotionally, and in every other way Strategy: play, make jokes, be funny Trap: give up self to blend in, in exchange Trap: doing anything and everything to attract and Trap: frittering away one’s life please others, losing identity Gift: joy, entertainment No person is for only a superficial connection Gifts: passion, gratitude, appreciation, commitment Example: Miller Lite an island Gift: realism, empathy, lack of pretense Example:Victoria Secret Example: Wendy’s Results / WARRIOR OUTLAW MAGICIAN Mastery Desire: prove one’s worth through Desire: revenge or revolution Core desire: knowledge of the courageous and difficult action fundamental laws of how the Goal: exert mastery in a way that improves Goal: to destroy what is not working Core Desire: (for the Outlaw or the society) world or universe works Desire to have a the world Goal: make dreams come true Fear: weakness, vulnerability, “wimping out” Fear: being powerless, trivialized, special impact inconsequential Fear: unanticipated negative Strategy: become as strong, competent, and on the world powerful as you are capable of being Strategy: disrupt, destroy, or shock consequences Trap: arrogance, developing a need for there Trap: to go over to the dark side, criminal Strategy: develop vision and live it Leaving a always to be an enemy Gift: outrageousness, radical freedom Trap: becoming manipulative thumbprint Gifts: competence and courage Example: Harley Davidson Gift: finding win-win outcomes on the world Example: Nike Example: Calgon Learning / INNOCENT EXPLORER SAGE Identity Desire: the freedom to find out who you Desire: the discovery of truth are through exploring the world Goal: to use intelligence and analysis to Core Desire: Core desire: to experience paradise Goal: to experience a better more fulfilling life understand the world Desire to be Goal: to be happy Greatest fear: getting trapped, conforming, Greatest fear: being duped, misled; ignorance Fear: doing something wrong or bad inner emptiness, nonbeing Strategy: seek out information and yourself and Strategy: journey, seek out and experience new find out about that will provoke punishment knowledge; become self-reflective and things, escape from entrapment and boredom the world Strategy: do things right Trap: aimless wandering, becoming a misfit understand thinking processes Gift: faith and optimism Gift: autonomy, ambition, ability to be true to Trap: can study issues forever and never act The yearning Example: Ivory one’s own soul Gift: wisdom, intelligence for paradise Example: Levis Example: Oprah’s Book Club The Royal Society of ACCOUNT PLANNING PRESENTS... CAROL PEARSON’S 12 BRANDING ARCHETYPES www.royalsocietyofaccountplanning.blogspot.com

Stage One: Preparation Stage Two: Journey Stage Three: Return ADVENTURE Socialization Archetypes Change Archetypes Restabilization Archetypes (Locates power in the group and social systems) (Takes back personal power and freedom) (Exerts personal power in the world) Stability / CAREGIVER CREATOR RULER Structure Call: lack of resources, order, or harmony Call: seeing someone in need Call: daydreams, fantasies, flashes of Level One: caring for and Level One: taking responsibility for the Core Desire: inspiration nurturing one’s dependents Level One: being creative or innovative in state of your own life Desire to feel Level Two: balancing self-care imitative ways Level Two: exerting leadership in your safe and in with care for others Level Two: giving form to your own vision family, group, organization, or workplace control Level Three: altruism, Level Three: creating structures that Level Three: becoming a leader in your concern for the larger world influence culture and society Providing Shadow: overly dramatizing your life, living community, field, or society Shadow: martyrdom, Shadow: Tyrannical or manipulative structure to enabling, guilt-tripping a soap opera the world behaviors People / MEMBER LOVER JESTER Belonging Call: loneliness, alienation Level One: the orphan, feeling abandoned and Call: ennui, boredom The Call: infatuation, seduction, falling in love alone, seeking affiliation (with a person, an idea, a cause, work, a product) Level One: life as a game, fun Level Two: the joiner, learning to connect, fit in, Level Two: cleverness used to trick others, Core Desire: accept help and friendship Level One: seeking great sex or a great romance Desire to belong Level Two: following your bliss and committing to get out of trouble, and find ways around Level Three: the humanitarian, believing in the and feel valued natural dignity of every person regardless of his whom and what you love obstacles, transformation Level Three: spiritual love, self-acceptance, and Level Three: Life experienced in the or her abilities or circumstances the experience of ecstasy Shadow: the victim who is willing to be abused Shadow: promiscuity, obsession, jealousy, envy, moment, one day at a time No person is rather than be alone, or the lynch-mob Shadow: self-indulgence, irresponsibility, an island Puritanism member, willing to go along with abuse in order mean-spirited pranks to be one of the gang Results / WARRIOR OUTLAW MAGICIAN The Call: Someone tries to intimidate or abuse Mastery you; a challenge beckons; someone needs you to Call: loneliness, alienation Level One: the orphan, feeling abandoned Call: hunches, extrasensory or help defend him or her and alone, seeking affiliation Core Desire: Level One: the development of boundaries, Level Two: the joiner, learning to connect, fit synchronistic experiences Desire to have a competence expressed through achievement, in, accept help and friendship Level One: magical moments and motivated or tested through competition Level Three: the humanitarian, believing in the experiences of transformation special impact Level Two: as with a soldier, doing your duty for natural dignity of every person regardless of Level Two: the experience of flow on the world your country, organization, community, or family his or her abilities or circumstances Level Three: using your strength, competence, Shadow: the victim who is willing to be Level Three: miracles, moving from Leaving a and courage for something that makes a abused rather than be alone, or the lynch- vision to manifestation thumbprint difference to you and to the world mob member, willing to go along with abuse Shadow: manipulation, sorcery on the world Shadow: ruthlessness and obsessive need to win in order to be one of the gang Learning / INNOCENT EXPLORER SAGE Identity The Call: a desire for purity, goodness, and simplicity The Call: Alienation, dissatisfaction, restlessness, yearning, boredom Call: confusion, doubt, deep desire to find Level One: childlike simplicity, naive, the truth Core Desire: dependent, obedient, trusting, idyllic Level One: hitting the open road, going out into nature, exploring the world Level One: search for absolute truth, Desire to be Level Two: renewal, positive, reinventing, reframing, cleansing, Level Two: seeking your own individuality, desire for objectivity, looking to experts yourself and Level Two: skepticism, critical and reentering the Promised Land to individuate, to become fulfilled find out about Level Three: an almost mystical sense innovative thinking, becoming an expert the world of oneness, whereby Innocence Level Three: expressing individuality and uniqueness Level Three: wisdom, confidence, mastery comes from values and integrity, not Shadow: dogmatism, ivory tower, The yearning outer experience; being, not doing Shadow: being so alienated, you cannot Shadow: denial, repression find any way to fit in disconnection from reality for paradise The Royal Society of ACCOUNT PLANNING PRESENTS... CAROL PEARSON’S 12 BRANDING ARCHETYPES www.royalsocietyofaccountplanning.blogspot.com

Carol Pearson’s explanation of MOTIVATIONAL THEORY the pull of 4 major human drives BELONGING / PEOPLE / COMFORT RISK / seek to STABILITY / MASTERY / maintain CONTROL / ESTEEM balance SAFETY EXPLORATION / suppression causes INDEPENDENCE / need for expression SELF-ACTUALIZATION www.royalsocietyofaccountplanning.blogspot.com

Joseph Campbell’s The Seventeen Stages of the Monomyth The Departure o The Call to Adventure o Refusal of the Call o Supernatural Aid o The Crossing of the First Threshold o Belly of The Whale Initiation o The Road of Trials o Mother as Goddess o Woman as Temptress o Atonement with the Father o Apotheosis o The Ultimate Boon Return o Refusal of the Return o The Magic Flight o Rescue from Without o The Crossing of the Return Threshold o Master of Two Worlds o Freedom to Live www.royalsocietyofaccountplanning.blogspot.com

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The Royal Society Of Account Planning Presents The 12 Branding Archetypes

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