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How Archetypes are used in branding

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Archetypes help brands tell their story.

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How Archetypes are used in branding

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

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