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Harnessing The Power Of Archetypes For Your Digital Marketing

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Consider this:
1) 80% of the times we take a decision unconsciously;
2) archetypes are figures and images imprinted and hardwired into our psyches.

Therefore, if a Brand is able to define an archetype figure around which to develop its own identity, and such to be attuned with the ones its audience refers itself to, then that Brand will be able to communicate and create strong bonds with that audience on a almost subliminal level, and with obvious competitive advantages.

In this deck I present the 12 archetype figures and how to use them along with narrative modes in order to create a branded world that users will love to be part of.

Published in: Marketing

Harnessing The Power Of Archetypes For Your Digital Marketing

  1. 1. HARNESSING THE POWER OF ARCHETYPES FOR YOUR MARKETING Gianluca Fiorelli @gfiorelli1 #BigDigitalADL
  2. 2. Slenderman Or the return to oral tradition in storytelling in the Internet Age
  3. 3. SLENDERMAN SHADOW
  4. 4. SHADOW Archetype Transpersonal, pure or radical evil (symbolized by the Devil and demons) and collective evil.
  5. 5. Archetypes Forms or images of a collective nature which occur practically all over the Earth as constituents of myths and—at the same time—as individual products of unconscious. The [forms and images] are imprinted and hardwired into our psyches
  6. 6. Roger Dooley In 80% of cases we make a decision before being rationally aware of it ( )
  7. 7. Brand Personality Archetypes
  8. 8. Brand Personality Archetypes Brand Loyalty Community Engagement Conversions
  9. 9. To Know HOW People Search Is Important
  10. 10. But Knowing WHY People Search Even More
  11. 11. The 12 Archetypes itseo.org/12Arctypes
  12. 12. THE CREATOR CREATIVE ANTICONFORMIST The Brand Empowers its audience as much as it is able to express itself using its products
  13. 13. THE RULER EXCLUSIVENESS STATUS GROWTH A brand that presents itself as a Ruler is suggesting to their audience that they can be rulers too
  14. 14. THE CAREGIVER TRUST EMPHATY Caregiver brands present themselves as someone to trust, because they care and empathize with their audience
  15. 15. THE INNOCENT POSITIVISM BEAUTY The Innocent finds positive sides in everyone and everything
  16. 16. THE SAGE HUMANISM KNOWLEDGE The Sage is deeply humanist and believe in the power of humankind to shape a better world through knowledge
  17. 17. THE EXPLORER ADVENTURE BRAVENESS Explorer brands prompt their audience to challenge themselves and to discover their inner adventurer
  18. 18. THE HERO COURAGE JUSTICE
  19. 19. THE MAGICIAN CLEVERNESS INTELLIGENCE The Magician is able to make the impossible possible
  20. 20. THE OUTLAW REBEL ANARCHIST The Outlaw is the rebel, the one who breaks the rules in order to free his true self
  21. 21. THE EVERYMAN NORMALITY HAPPYNESS Brands targeting the Everyman audience (and painting themselves as such) craft their messages about the beauty of simple things and daily real life
  22. 22. THE JESTER IRRIVERENT IMPULSIVE A brand that presents itself as the Jester is a brand that wants to make our lives easier and more bearable, providing us joy
  23. 23. THE LOVER PASSIONATE PHYSICAL
  24. 24. Knowing Our Archetype Is Useless If We Cannot Build a Brand Story With It
  25. 25. THEORY OF LITERARY MODES
  26. 26. Northrop Frye Anatomy of Criticism
  27. 27. SEMIOTICS Meets ARCHETYPES
  28. 28. Considering the relation between the nature of the main character (the Hero) and the environment where he acts Classification of literary works #1
  29. 29. ENVIRONMENTNATURE EPICROMANCE COMEDY IRONY MYTH
  30. 30. Considering if the Hero is refused or accepted by society (Tragedy and Comedy) Classification of literary works #2
  31. 31. ENVIRONMENT THE GOD ACCEPTED HIGH COMEDY IRONIC COMEDY - SATIRE IDYL PICARESQUE COMEDYNATURE
  32. 32. EXAMPLE #1
  33. 33. The Hero can become part of a community only if she passes through a series of tasks, which will award prizes and more capabilities. If the user is able to pass through all the tasks, he will not only be accepted but also may have the opportunity to be among the leaders of the community itself.
  34. 34. MAGICIAN IDYLLIC MODE GAMIFICATION
  35. 35. EXAMPLE #2
  36. 36. The Hero is not an interior designer or decorator, but the Deus Ex Machina is there to help Everyman kind of people like me and you in every way as we decorate our own houses.
  37. 37. EVERYMAN COMEDIC MODE EDUCATIONAL
  38. 38. EXAMPLE #3
  39. 39. The Hero is the brand community, who does not care what the mainstream concept of fashion is and designs and crowdfounds "its fashion."
  40. 40. OUTLAW PICARESQUE COMEDY COMMUNITY
  41. 41. BUILDER IDYLL COMMUNITY
  42. 42. IT’S ALL ABOUT THE WHY
  43. 43. http://itseo.org/1VHNwey Simon Sinek
  44. 44. There is a world of stories hidden in the About Us and Mission pages
  45. 45. And in how we design our Personas
  46. 46. Buyer Persona
  47. 47. We can design Personas using
  48. 48. http://www.aimclearblog.com/ category/psychographic- targeting/
  49. 49. DEMOGRAPHIC DATA - GA Demographics http://itseo.org/28gtnRC
  50. 50. DEMOGRAPHIC DATA - GA User Explorer http://itseo.org/214cBQe
  51. 51. DEMOGRAPHIC DATA - FB Audience Insights http://itseo.org/24uyx7Z
  52. 52. PRO TIP: Add a Facebook retargeting pixel in your site just to collect demographic data http://itseo.org/1UD1CeS
  53. 53. And they lead to the Brand World Building Ian Lurie - http://itseo.org/1Un2HF0
  54. 54. STORIES THAT WE MUST PAINT ACCORDINGLY TO THE COLORS PATTERNS OF OUR ARCHETYPE
  55. 55. Psychology of Colors http://itseo.org/1t 1DM39
  56. 56. AND STORIES THAT PEOPLE CAN RECOGNIZE THEMSELVES WITH AT FIRST SIGHT
  57. 57. HERO SHOTS
  58. 58. Angie Schottmuller http://itseo.org/1WCw2Br
  59. 59. Stories we can A/B test and refine
  60. 60. A BRAND IS NOT A trademark. A mission statement. A logo or slogan. A product or service. An advertisement. Joanna Lord - http://itseo.org/1UtFbWl
  61. 61. A BRAND IS An intangible asset that resides in people’s hearts and minds. Joanna Lord - http://itseo.org/1UtFbWl
  62. 62. THANK YOU

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