Chapter 7: Industry Archetypes and Best Practices

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Industry Archetypes
and Best Practices
Jose Miguel Gemora V86.6

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Learning Objectives
 Understand the four major industry
archetypes
 Learn about the challenges and
opportunities for each archetypes

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Four Major Archetypes

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High
commitment
low curiosity
Typical for low cost products
that have a lot of competitors.
ex. CPG
Doorknob

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High curiosity
Multiple stake holders. Long buying
process. mostly found in Business to
business. ex. Automobile industry
Gold Fish

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High Affinity
Reputation for quality. Word of mouth
and consumers are highly involved in
purchase decision. ex. luxury brands
Trumpet

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High Involvement
Consumers trust real experience not
claims. Customer experience is the greatest
factor. EX. Hotel industry
Funnel

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Ideal Customer-Path Pattern
The bow tie pattern
reflects the key traits of a
perfect brand. everyone
who is aware of a brand is
willing to recommend the
brand because of its stellar
reputation.

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4 industry best practices

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