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The hero and the outlaw
!
Edward Boches
What is a brand?
A brand is not a mark or a logo.
The expectations, behaviors and and beliefs
associated with a company that
inspire choice, preference, loyalty and advocac...
It is the outcome of a
company’s culture, actions, products, services, messages
and customers themselves.
And the stories we craft to share a brand’s products,
philosophy and higher purpose.
Products performance athletic apparel and footwear
programs and technology that support the athlete,
messages that encoura...
Brand!
Tagline!
Advertising!
Creative!
Customer
Product/characteristics/personality/behavior
Summation
Messages, stories, ...
Brands, and their stories, do have to get conveyed
in a way that represents what the brand
stands for and connects it to i...
archetypes
Imprints, hard-wired into our psyches, influence the characters
we love in art, literature, the great religions of the worl...
12 “characters” that we inherently know, understand, recognize
(from the most basic stories), respond to, and find ourselve...
Creator
Caregiver!
Ruler!
Jester!
Regular Guy/Gal!
Lover!
Hero!
Outlaw !
Magician
Innocent!
Explorer!
Sage
Creator
Caregiver!
Ruler!
Jester!
Regular Guy/Gal!
Lover!
Hero!
Outlaw !
Magician
Innocent!
Explorer!
Sage
Craft something...
Creator
Caregiver!
Ruler!
Jester!
Regular Guy/Gal!
Lover!
Hero!
Outlaw !
Magician
Innocent!
Explorer!
Sage
Craft something...
Shinola
Dos Equis deBeers Budweiser
P&G
IBM
Google
Apple
ETrade
Creator
Explorer Lover Regular guy
Caregiver
Sage
Sage
Outlaw
Magician
Archetypes are about meaning, not borrowing meaning but
becoming a consistent and enduring expression of meaning
in belief...
Identify a brand’s soul!
!
culture, creation stories, original purpose
Find a brand’s substance!
!
physical, contemporary, product truth
Determine a brand’s competitive leverage!
!
given category opportunities.
finest engineered car in the world
!
democratization of computers
!
free the world’s information
!
inspire performance
!
re...
ruler
!
outlaw (1984) > hero
!
sage
!
hero
!
creator
mercedes benz!
apple!
google!
nike!
shinola
Identify and connect with the primary
!
motivations that drive consumer behavior and preference.
proctor and gamble!
american greetings
appreciation
!
guilt
The role of advertising is to tell the story
!
truthfully and to make sure it resonates.
!
One hundred twenty seven years ago the founder of Mercedes Benz
wrote something on a sheet of paper and placed it in his...
Sources:
!
The Hero and the Outlaw!
!
by
!
Margaret Mark, Carol Pearson
The hero and the outlaw: a discussion of archetypes
The hero and the outlaw: a discussion of archetypes
The hero and the outlaw: a discussion of archetypes
The hero and the outlaw: a discussion of archetypes
The hero and the outlaw: a discussion of archetypes
The hero and the outlaw: a discussion of archetypes
The hero and the outlaw: a discussion of archetypes
The hero and the outlaw: a discussion of archetypes
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The hero and the outlaw: a discussion of archetypes

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A look at brands and their archetypes; lecture/discussion for my advertising classes.

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Transcript of "The hero and the outlaw: a discussion of archetypes"

  1. 1. The hero and the outlaw ! Edward Boches
  2. 2. What is a brand?
  3. 3. A brand is not a mark or a logo.
  4. 4. The expectations, behaviors and and beliefs associated with a company that inspire choice, preference, loyalty and advocacy.
  5. 5. It is the outcome of a company’s culture, actions, products, services, messages and customers themselves.
  6. 6. And the stories we craft to share a brand’s products, philosophy and higher purpose.
  7. 7. Products performance athletic apparel and footwear programs and technology that support the athlete, messages that encourage and inspire enable confidence and individual achievementPurpose Philosophy
  8. 8. Brand! Tagline! Advertising! Creative! Customer Product/characteristics/personality/behavior Summation Messages, stories, experiences, content Attention, relevance, fresh, news, conversation Role, social, interaction, content, share
  9. 9. Brands, and their stories, do have to get conveyed in a way that represents what the brand stands for and connects it to its consumers and community.
  10. 10. archetypes
  11. 11. Imprints, hard-wired into our psyches, influence the characters we love in art, literature, the great religions of the world, and contemporary films. ! Plato called these imprints “elemental forms” and saw them as structures that formeda template for material reality. ! Psychiatrist C.G. Jung called them “archetypes.” Source: The Hero and the Outlaw
  12. 12. 12 “characters” that we inherently know, understand, recognize (from the most basic stories), respond to, and find ourselves reflected.
  13. 13. Creator Caregiver! Ruler! Jester! Regular Guy/Gal! Lover! Hero! Outlaw ! Magician Innocent! Explorer! Sage
  14. 14. Creator Caregiver! Ruler! Jester! Regular Guy/Gal! Lover! Hero! Outlaw ! Magician Innocent! Explorer! Sage Craft something new Care for others Exert control Have fun You’re OK Find and give love Act with courage Break the rules Transform Retain or renew faith Stay independent Understand world
  15. 15. Creator Caregiver! Ruler! Jester! Regular Guy/Gal! Lover! Hero! Outlaw ! Magician Innocent! Explorer! Sage Craft something new Care for others Exert control Have fun You’re OK Find and give love Act with courage Break the rules Transform Retain or renew faith Stay independent Understand world Williams Sonoma, Shinola Johnson and Johnson, Dove American Express, Ralph Lauren Zappos, Ford Fiesta Walmart. Budweiser Hallmark, deBeers Nike, Gatorade Harley Davidson, Apple Viagra, Pixar Ivory, McDonald’s Jeep, Explorer Google, NY Times
  16. 16. Shinola Dos Equis deBeers Budweiser P&G IBM Google Apple ETrade
  17. 17. Creator Explorer Lover Regular guy Caregiver Sage Sage Outlaw Magician
  18. 18. Archetypes are about meaning, not borrowing meaning but becoming a consistent and enduring expression of meaning in beliefs, products, actions and messages.
  19. 19. Identify a brand’s soul! ! culture, creation stories, original purpose
  20. 20. Find a brand’s substance! ! physical, contemporary, product truth
  21. 21. Determine a brand’s competitive leverage! ! given category opportunities.
  22. 22. finest engineered car in the world ! democratization of computers ! free the world’s information ! inspire performance ! restore american manufacturing mercedes benz! apple! google! nike ! shinola
  23. 23. ruler ! outlaw (1984) > hero ! sage ! hero ! creator mercedes benz! apple! google! nike! shinola
  24. 24. Identify and connect with the primary ! motivations that drive consumer behavior and preference.
  25. 25. proctor and gamble! american greetings appreciation ! guilt
  26. 26. The role of advertising is to tell the story ! truthfully and to make sure it resonates.
  27. 27. ! One hundred twenty seven years ago the founder of Mercedes Benz wrote something on a sheet of paper and placed it in his factory for all to see. ! Words meant to inspire, ! provoke, ! and push. ! And the company he founded has followed them ever since. ! Four simple words. ! But the meaning has never been lost. ! The challenge always accepted. ! And the calling, forever answered. ! Introducing the all new 2014 S Class. ! Our entire automotive philosophy set in motion. Again. ! Mercedes Benz. The best or nothing.
  28. 28. Sources: ! The Hero and the Outlaw! ! by ! Margaret Mark, Carol Pearson

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