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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. Building Brands Through Archetypes
- 3. Independence (discovery) Mastery (achievement) Belonging Stability
- 4. Motivations vs. Maslow's Hierarchy of Needs Independence Mastery Belonging Stability
- 9. Which Archetype are you?
- 10. Uncovering the Meaning of your Brand
Editor's Notes
- Woman ruler example
- We are constantly negotiating between these poles and when we sacrifice one end our psyche is telling us to keep balance.
- Archetypes are based on motivations which relate to Maslow's theory. In mktg we learn Maslow's Hierarchy of needs to better understand what motivates consumers to take action. Consumers tend to purchase or connect with a brand that meets their needs. Stability fulfills your Safety needs. Purchasing insurance, taking vitamins Mastery: wanting to take risk, start business, Belonging: wanting to be in a group Independence: understanding yourself
- Innocent are about simplicity, being a part of the here and now; clean crisp images; wholesomeness basic values, make easy choice for natural products and envrionmentalism McD : feel like child, primary colors, arches are like entrance to promised land Don't face problems head on but rather go in denial until the problem escalates.
- Starbucks is explorer through and through with logo: sea goddess, green, choices available Explorer brand usually appeals to young people growing up and trying to find themselves.
- Starbucks is explorer through and through with logo: sea goddess, green, choices available Explorer brand usually appeals to young people growing up and trying to find themselves.
- Starbucks is explorer through and through with logo: sea goddess, green, choices available Explorer brand usually appeals to young people growing up and trying to find themselves.
- 1. Brand's biographer, who created it and why, how customers related then and now, 2. Dig deeper: high involvement or low involvment product, use exclusively, want to increase frequency of use more relative to the customer 3. How are competitors supporting living up to their archetype, is there an opportunity for new archetype in the category 4.