A brand is a product with a personality. It is both a business and a human need. Creating a connection at a psychological level is what differentiates great brands from the rest.
5. โA Brand is a Metaphysical story that connects with something
very deep - a fundamental human appreciation of mythologyโฆ
Companies that manifest this sensibility invoke something very
powerfulโ
Former Marketing Head of Nike & Starbucks
14. Brands are becoming more like People
โ A brand is a personification of a product, service or even
an entire company.
โ Like a person, it has a name, personality, character and
reputation.
โ Like a person you can respect, like and even love a brand.
You can think of it as a deep personal friend or merely an
acquaintance.
โ You can view it as dependable or undependable,
principled or opportunistic, caring or capacious.
โ Like you like to be around some people and not others, there
are brands that you warm up to and others that you do not.
โ People have character โฆ. And so do brands.
15. People are Emotional Beingsโฆ Not Rational
โReason is not as โpureโ as most of
us think it is or wish it to be;
Emotion and feelings aren't
intruders into the bastion of
reason. We feel before we think.
In-fact we feel in order to think.โ
- Descartesโ Error, Antonio Damasi
โEmotion, Intuition, Long-term
memories and unconscious
motivations make up as much as
80% of our decision making
processes.
That leaves just 20%
Kevin Roberts, Saatchi & Saatchi
18. Maslowโs Hierarchy of Human Needs
Transcendence
Self - Actualisation
Aesthetic Needs
Cognitive Needs
Esteem Needs
Belongingness & Love Needs
Safety Needs
Biological & Physiological Needs
Likelihood of Fulfilment
19. The Human needs stem
from instincts
and act with the same
motivational force
20. Instincts
operate at the deepest
biological level
They are natural
dispositions towards
patterns of behaviour
21. Psychiatrist Carl Jungโs concept of
Archetypes explains
consumersโ love for their favourite
brands at the level of the psyche
22. Archetypes
Meaning
An Archetype is a universally
understood symbol, term or pattern of
behaviour, a prototype upon which
others are copied, patterned, or
emulated.
Archetypes are often used in myths and
storytelling across different cultures.
23. Archetypes are
universal mental
images. They set the
patterns of
behaviour for our
interaction with the
world
24. In 1893, nearly 400
different versions of the
Cinderella story were
identified from around
the world
- Marian Rolfe Cox
25. Stories and characters resonate so
powerfully and repeat so frequently
They are Archetypical manifestations
of our common needs
26. Twelve
Classic
Archetypes
Jester
Caregiver
Ruler
Creator
Innocent
Sage
Hero Explorer
Regular
Person
Outlaw
Magician
Lover
27. Four
Psychological
Functions
Belonging Order
Jester
Caregiver
Ruler
Creator
Innocent
Sage
Hero Explorer
Regular
Person
Outlaw
Magician
Lover
Change Knowledge
29. Two sides of the same coin
Human Needs
Archetypes
30. Two sides of the same coin
Human Needs
Archetypes
Esteem Warrior
31. Universal Human Desire & How each Archetype
meets the Desire
Safety
Understanding
Yearn for
Paradise
Freedom
Leave a
mark on the
world
Liberation
Power
Mastery
Innovation
Connect
with
Others
Intimacy
Control
Belonging
Enjoyment
Provide
Structure
Service to the world
Innocent
Sage
Explorer
Outlaw
Magician
Lover Hero
Jester
Caregiver
Everyman
Ruler
Creator
32. Yearn for
Paradise
Leave a
mark on
the world
Provide
Structure
to the world
Connect
with
Others
Safety
Understanding
Freedom
Liberation
Power
Intimacy Mastery
Control
Service
Belonging
Enjoyment
Innovation
Innocent
Sage
Explorer
Outlaw
Magician
Lover Hero
Jester
Caregiver
Everyman
Ruler
Creator
Cultural
Archetypes
33. Yearn for
Paradise
Leave a
mark on
the world
Provide
Structure
to the world
Connect
with
Others
Safety
Understanding
Freedom
Liberation
Power
Intimacy Mastery
Control
Service
Belonging
Enjoyment
Innovation
Innocent
Sage
Explorer
Outlaw
Magician
Lover Hero
Jester
Caregiver
Everyman
Ruler
Creator
Brand
Archetypes
34. The Benefits of Archetypes
โ Acts as a filter for brand behaviour.
โ Creates a true north for the brand.
โ Defines as own-able tone.
โ Opens the brand up creatively.
โ Creates emotional associations for the
consumer.
โ Helps reinforce internal values and external
vision.
37. The
Innocent
The Motto
Free to be you and me
Core Desire to experience paradise
Goal to be happy
Fear doing something wrong / bad that will
provoke punishment
Strategy do things right
Gift faith and optimism
Trap Boring for all their naive innocence
39. The Explorer
The Motto
Donโt fence me in
Core Desire the freedom find out who you are by
exploring the world
Goal to experience a better, more authentic,
more fulfillingg life
Fear getting trapped, confronting, inner
emptiness, nonbeing
Strategy
journey, seek out and experience new
things, escape from entrapment and
boredom
Gift autonomy, ambition, ability to be true to
oneโs own soul
Trap aimless wandering, becoming a misfit
41. The Sage
The Motto
The truth will set you free
Core Desire the discovery of truth
Goal to use intelligence and analysis to
understand the world
Fear being duped, misled, ignorance
Strategy
seek out information and knowledge;
become self reflective and understand
the thinking process
Gift wisdom and intelligence
Trap can study issues forever and never act
43. The Hero
The Motto
Where thereโs a will, thereโs a way
Core Desire prove oneโs worth through courageous
and difficult action
Goal exert mastery in a way that improves the
world
Fear weakness, vulnerability, wimping out
Strategy become as strong, competent, powerful
as you are capable of being
Gift competence and courage
Trap arrogance, developing the need for
there to always be an enemy
45. The
Outlaw
The Motto
Rules are made to be broken
Core Desire revenge or revolution
Goal to destroy what is not working (for the
outlaw or the society)
Fear being powerless, trivialised,
inconsequential
Strategy disrupt, destroy or shock
Gift outrageousness, radical freedom
Trap to go over to the dark side, criminally
47. The
Magician
The Motto
I make things happen
Core Desire knowledge of the fundamental laws of
how the world or the universe works
Goal make dreams come true
Fear unanticipated negative consequences
Strategy develop vision and live it
Gift finding win - win outcomes
Trap becoming manipulative
49. The
Regular Guy
The Motto
All men and women
are created equal
Core Desire connection with others
Goal to belong, fit in
Fear standing out, seeming to put on airs, and
being exiled or rejected as a result
Strategy develop ordinary solid virtues, the
common touch, blend in
Gift realism, empathy, lack of pretence
Trap give up self to blend in, in exchange for
only a superficial connection
51. The Lover
The Motto
I only have eyes for you
Core Desire attain intimacy and experience sensual
pleasure
Goal
being in a relationship with the people,
the work, the experience, the
surroundings they love
Fear being alone, a wallflower, unwanted,
unloved
Strategy
become more and more attractive
physically, emotionally, and in every
other way
Gift passion, gratitude, appreciation,
commitment
Trap doing anything and everything to attract
and please others, losing identity
53. The Jester
The Motto
If I canโt dance, I don't want to be
part of your revolution
Core Desire to live in the moment with full
enjoyment
Goal to have a great time and lighten up the
world
Fear boredom or being boring
Strategy play, make jokes, be funny
Gift joy
Trap frittering away oneโs life
55. The
Caregiver
The Motto
Love your neighbour as yourself
Core Desire protect people fro harm
Goal to help others
Fear selfishness, ingratitude
Strategy do things for others
Gift compassion , generosity
Trap martyrdom of self, entrapment of others
57. The Creator
The Motto
If you can imagine it.
It can be done
Core Desire create something of enduring value
Goal give form to vision
Fear having mediocre vision or execution
Strategy develop artistic control and skill
Gift creativity and imagination
Trap prefectionism, miscorrelation
59. The Ruler
The Motto
Power isn't everything.
It is the only thing
Core Desire control
Goal create a prosperous, successful family,
company, or community
Fear chaos, being overthrown
Strategy exert leadership
Gift responsibility leadership
Trap being bossy, authoritarian