How Archetypes are used in branding

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Archetypes help brands tell their story.

Archetypes help brands tell their story.

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  • Woman ruler example
  • We are constantly negotiating between these poles and when we sacrifice one end our psyche is telling us to keep balance.
  • Archetypes are based on motivations which relate to Maslow's theory. In mktg we learn Maslow's Hierarchy of needs to better understand what motivates consumers to take action. Consumers tend to purchase or connect with a brand that meets their needs. Stability fulfills your Safety needs. Purchasing insurance, taking vitamins Mastery: wanting to take risk, start business, Belonging: wanting to be in a group Independence: understanding yourself
  • Innocent are about simplicity, being a part of the here and now; clean crisp images; wholesomeness basic values, make easy choice for natural products and envrionmentalism McD : feel like child, primary colors, arches are like entrance to promised land Don't face problems head on but rather go in denial until the problem escalates.
  • Starbucks is explorer through and through with logo: sea goddess, green, choices available Explorer brand usually appeals to young people growing up and trying to find themselves.
  • Starbucks is explorer through and through with logo: sea goddess, green, choices available Explorer brand usually appeals to young people growing up and trying to find themselves.
  • Starbucks is explorer through and through with logo: sea goddess, green, choices available Explorer brand usually appeals to young people growing up and trying to find themselves.
  • 1. Brand's biographer, who created it and why, how customers related then and now, 2. Dig deeper: high involvement or low involvment product, use exclusively, want to increase frequency of use more relative to the customer 3. How are competitors supporting living up to their archetype, is there an opportunity for new archetype in the category 4.

Transcript

  • 1. Building Brands Through Archetypes
  • 2. The Hero & The Outlaw
      • Archetypes can be seen across all cultures throughout time.
      • Marketers: market segmentation and reduces archetypes to seterotypes
      • Instead of segmenting need to tap into the deeper humanly compelling quality of each Archetype
      • An Archetype is the missing link between customer motivations and product sales
      • Many times archetypes emerge when a person is at a phase of life or sees something that evokes them
  • 3. Independence (discovery) Mastery (achievement) Belonging Stability
  • 4. Motivations vs. Maslow's Hierarchy of Needs Independence Mastery Belonging Stability
  • 5. INNOCENT
      • Coca-Cola, Coors Light, Cotton, Jolly Green Giant, Crystal Light, McDonalds
      • Faith and optimism
    SAGE (mentor)
      • Oprah Winfrey, Oil of Olay, Proctor & Gamble, Adobe
      • Wisdom & Intelligence
    EXPLORER
      • Starbucks, Amazon.com, United States, "The Ugly Duckling"
      • Ambition, ability to be oneself
  • 6.
      • Marines, Olympics, Nike, Red Cross, Marlboro Man
      • Competence & Courage
    HERO OUTLAW (rebel)
      • MTV, Howard Stern, Harley-Davidson, Apple
      • Outrageousness & Radical Freedom
    MAGICIAN
      • Sony, Calgon, Entrepreneurs, Mastercard
      • Finding Win-Win Outcomes
  • 7.
      • VISA, Saturn, Wrangler Jeans, GEICO
      • Realism, Empathy, Lack of Pretense
    REGULAR GUY/GAL LOVER
      • Victoria's Secret, Godiva Chocolate, Chanel, Hallmark
      • Passion, Gratitude, Appreciation, Commitment
    JESTER
      • Joe Camel, "Got Milk," Charlie Chaplin, Pepsi
      • Joy
  • 8.
      • Princess Diana, Johnson & Johnson, AT&T, Campbell's
      • Compasion & Generosity
    CAREGIVER CREATOR
      • Crayola, Kinko's, Sherwin-Williams, Seasame Street
      • Creativity & Imagination
    RULER
      • IRS, White House, Microsoft, Cadillac, Ralph Lauren
      • Responsibility & Leadership
  • 9. Which Archetype are you?
  • 10. Uncovering the Meaning of your Brand
  • 11. Uncovering the Meaning of your Brand
    • 1. Search for Brand Soul
    • 2. Search for Brand Substance
    • 3. Finding the Competitive Leverage
    • 4. Know your Customer
    • 5. Staying on Course: Managing the Brand Bank
  • 12. Where to Find More Info
    • Mark, Margaret & Carol S. Pearson. The Hero & The Outlaw. New York: McGraw Hill, 2001.
    • Fritz Gruztner
    • http://www.brandgarten.com/
    • CG Jung
    • http://www.cgjungpage.org/