BRAND ARCHETYPES
Making the mundane meaningful
JON WARING – 19TH JULY 2013
ARCHETYPES
What’s this all about?
• Digital primary touchpoint for business
• UX, design & strategy no longer a virtue
• B...
STEPHEN P. ANDERSON.
HTTP://GETMENTALNOTES.COM/
The most powerful stories are
well-crafted visions that give
significance t...
JOHN HEGARTY
“How do you
measure love?”
W. EDWARDS DEMING
“You can’t
manage what
you can’t
measure”
What’s your social style?
Analytical Driver
Amiable Expressive
Analytical Driver
Amiable Expressive
D C B A
1
2
3
4
Task
People
Ask Tell
BRAND ARCHETYPES
A scientific framework
Stability
control
Risk
achievement
MotivationBelonging
Learning
freedom
Need for
structure and control.
Driver
Need to bre...
Ruler
Caregiver
Everyman
Jester
Creator
Innocent
Sage
Rebel
Hero
Lover
Magician
Explorer
Stability
control
Risk
achievemen...
Ruler
Caregiver
Everyman
Jester
Creator
Innocent
Sage
Rebel
Hero
Lover
Magician
Explorer
Stability
control
Risk
achievemen...
YOUR TURN
Discover the archetype
2 X TABLES
Moleskine
2 X TABLES
Starbucks
ARCHETYPE CARDS
You’re going to reduce from 60 to 30
• Spread out image side up
• Think about the brand
• Use your intuiti...
ARCHETYPE CARDS
Now from 30 to 15
• 2 minutes
ARCHETYPE CARDS
Now from 15 to 7
• 1 minute
ARCHETYPE CARDS
Split cards into 2 groups – yes / maybe
• 1 minute
ARCHETYPE CARDS
Discard maybe – turn over cards
• Discuss characteristics
• 3 minutes
GROUP FEEDBACK
What are your archetypes – do they fit?
SAGE
Moleskine
EXPLORER
Starbucks
Summary
• Digital is the primary touchpoint for business
• Brand creates a deeper, more meaningful connection
ARCHETYPES C...
jon@3Sixty.co.uk@waringdesign
Thank you
ARCHETYPES IN BRANDING
Cards used with kind permission –BY M. HARTWELL & J. CHEN
Archetypes – Making the mundane meaningful.
Archetypes – Making the mundane meaningful.
Archetypes – Making the mundane meaningful.
Archetypes – Making the mundane meaningful.
Upcoming SlideShare
Loading in …5
×

Archetypes – Making the mundane meaningful.

5,160 views

Published on

Combining design, UX and strategy to create digital experiences was once a virtue. Now, experiences based on a deeper more meaningful connection – like brand – are the ones that stand out and succeed.

Published in: Design, Technology, Business
  • Be the first to comment

Archetypes – Making the mundane meaningful.

  1. 1. BRAND ARCHETYPES Making the mundane meaningful JON WARING – 19TH JULY 2013
  2. 2. ARCHETYPES What’s this all about? • Digital primary touchpoint for business • UX, design & strategy no longer a virtue • Brand creates a deeper, more meaningful connection • UX is in unique position to tell a brand story
  3. 3. STEPHEN P. ANDERSON. HTTP://GETMENTALNOTES.COM/ The most powerful stories are well-crafted visions that give significance to mundane tasks.
  4. 4. JOHN HEGARTY “How do you measure love?” W. EDWARDS DEMING “You can’t manage what you can’t measure”
  5. 5. What’s your social style? Analytical Driver Amiable Expressive
  6. 6. Analytical Driver Amiable Expressive D C B A 1 2 3 4 Task People Ask Tell
  7. 7. BRAND ARCHETYPES A scientific framework
  8. 8. Stability control Risk achievement MotivationBelonging Learning freedom Need for structure and control. Driver Need to break old rules make leaps to success. Expressive Need to reach pinnacle, to lead by know how. Analytical Need to be part of others and lead normal life. Amiable
  9. 9. Ruler Caregiver Everyman Jester Creator Innocent Sage Rebel Hero Lover Magician Explorer Stability control Risk achievement MotivationBelonging Learning freedom
  10. 10. Ruler Caregiver Everyman Jester Creator Innocent Sage Rebel Hero Lover Magician Explorer Stability control Risk achievement MotivationBelonging Learning freedom
  11. 11. YOUR TURN Discover the archetype 2 X TABLES Moleskine 2 X TABLES Starbucks
  12. 12. ARCHETYPE CARDS You’re going to reduce from 60 to 30 • Spread out image side up • Think about the brand • Use your intuition • 2 minutes Cards used with kind permission BY M. HARTWELL & J. CHEN - from ARCHETYPES IN BRANDING
  13. 13. ARCHETYPE CARDS Now from 30 to 15 • 2 minutes
  14. 14. ARCHETYPE CARDS Now from 15 to 7 • 1 minute
  15. 15. ARCHETYPE CARDS Split cards into 2 groups – yes / maybe • 1 minute
  16. 16. ARCHETYPE CARDS Discard maybe – turn over cards • Discuss characteristics • 3 minutes
  17. 17. GROUP FEEDBACK What are your archetypes – do they fit? SAGE Moleskine EXPLORER Starbucks
  18. 18. Summary • Digital is the primary touchpoint for business • Brand creates a deeper, more meaningful connection ARCHETYPES CAN • Bridge conversations between left and right brains • Create instinctive understanding of business personality • Catalyst for meaningful digital experiences • Map human motivation and creative meaning
  19. 19. jon@3Sixty.co.uk@waringdesign Thank you ARCHETYPES IN BRANDING Cards used with kind permission –BY M. HARTWELL & J. CHEN

×