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#MAGNETICARCHETYPES
@MPHPOV
@AAMPLIFYNZ
15 MARCH 2016
CHRYSALIS INNOVATION STUDIO
.
Hero
Innocent
Stability & Control
 Risk & Mastery
Social Belonging & Pleasure
 Independence & Self Actualization
Caregiver...
TheMotivationalField
Drive Theory of Motivation	developed by Carol S. Pearson, Ph.D.
A working definition of brand
The brand is created by what you say and do,
but defined by others and what they tell each
oth...
What is an archetype ?
Heuristic
an approach to problem solving or
learning that uses a methodology 
not guaranteed to be perfect but 
that can p...
pieces of life itself … 
images that are connected 
to the individual by the 
bridge of emotions.
C.G. Jung 
“
”
“

“

…the shared place that is not of this
physical world but is always present and
everywhere, where the inherited
exper...
 Archetypes are the
grooves and the ripples from 
the collective unconscious…
 …that influence culture, 
decision making an...
#WIIFMe?
#WIIFWe?
#1 Archetypes 
Build Trust
Archetypal foundation to
facilitate rebranding and
name change
#2 Archetypes Aid "
Brand Differentiation
Strengths Activation. Awakening. Powerful human insight.
Fearlessness.

Challenges (potential downfalls) Boorish, rude, of...
#3
Archetypes increase
your bottom line.
Y&R BrandAsset Valuator and Stern Stewart 2000
66%
Greater 
Economic
Value Add
Booz Allen Hamilton
Profitability 
Margin
2x
“I want to learn what life is for. 
I don’t want much, I just want more.
Ask what I want, and I will sing. 
I want everyth...
Lover // Companion / Hedonist / Matchmaker / Romantic
Motivation & Meaning
A massive appetite for all that is pleasurable. Meaning is
found in the expression and experience of ...
Neuroscientific
effect of story
The evolution
PSYCHE
the ego 
the personal unconscious 
the collective unconscious
Building upon Jung’s Foundation
The Persona
The Anima/
Animus
The Shadow
The Self
The Father 
Authority figure; stern; powerful.
The Mother
Nurturing; comforting.
The Child 
Longing for innocence; rebirth;...
The Child
The Guardian of Innocence

The Saboteur
The Guardian of Choice.

The Prostitute
The Guardian of Faith

The Victi...
Pearson & Mark
Stability &
Control
Social
belonging &
Enjoyment
Risk &
Mastery
Independenc
e and
Individuaion
Creator
 Jes...
The Consumerized Set
Beyond #
Personality & "
Demographics
Born in 1948
Grew up in England
Married twice
Two children
Successful in business
Wealthy
Winter holiday in Alps
Demograph...
Example conceived by Dr. Peter Gentsch, founder of Business Intelligence Group
charming
opinionated
confident
independent
daring
Brand personality
charming
opinionated
confident
independent
daring
charming
opinionated
confident
independent
daring
charming | opinionated | confident | independent | daring
Brand character trumps personality
Using archetypes
is a proven method
for going beyond
demographics and
personality to
reveal unique
brand characters.
Thus the task is not so much to
see what no one has yet seen; #
but to think what nobody has #
yet thought, about that whi...
Metaphor is not just the "
detection of patterns; "
it is also the creation "
of patterns.

 
 


 
 
 James Geary,“I is A...
Challenges 
of using an
archetypal
approach
•  Easy to get too meta
•  Desire to control
•  Unaware of unexpressed biases
...
Provokes actionable insights…
that evoke vivid images…
to stimulate the engagement #
that attracts your market to #
your b...
Archetypes 
in branding
work
because
they
…serve as a springboard for
unique character development.
“How wonderful that we have met witha paradox. Now we have
some hope of making progress.” —Niels Bohr, physicist

Motivati...
Archetypes 
in branding
work
because
they
…are a consistent, enduring #
and agile expression of meaning
that embodies the ...
“Love seeks one thing only: the
good of the one loved. It leaves
all the other secondary effects
to take care of themselve...
Motivation & Meaning: Motivated to
provide reassurance, service and an
open heart to support others. Finds
meaning in impr...
Archetypes 
in branding
work
because
they
…provide a shared language and
insights about making connections
across multiple...
“I have not failed. 
I have merely found 
ten thousand ways that 
won’t work.” "
– Thomas Edison
The Innovator
examples
Motivation & Meaning
Thrives on change. Motivated by curious quest for
achieving big, hairy, audacious goals. Finds meanin...
Archetypes 
in branding
work
because
they
…create instant emotional impact
that activates magnetic demand.
Motivation & Meaning
Thrives on change. Motivated by curious quest for
achieving big, hairy, audacious goals. Finds meanin...
Archetypes promote 21st Century Relevance
20TH CENTURY
 21st CENTURY
Shift conversation from agenda 
 to
 Relationship
To ...
69
mhartwell@aamplify.partners
swilliams@aamplify.co.nz

@mphpov @aamplifynz 
archetypesinbranding.com
facebook.comarchety...
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#magneticarchetypes

A presentation by Margaret Hartwell on the value of applying archetypes in branding.

#magneticarchetypes

  1. 1. #MAGNETICARCHETYPES @MPHPOV @AAMPLIFYNZ 15 MARCH 2016 CHRYSALIS INNOVATION STUDIO
  2. 2. .
  3. 3. Hero Innocent Stability & Control Risk & Mastery Social Belonging & Pleasure Independence & Self Actualization Caregiver Jester Sovereign Creator Rebel Magician Citizen Lover Explorer Sage
  4. 4. TheMotivationalField Drive Theory of Motivation developed by Carol S. Pearson, Ph.D.
  5. 5. A working definition of brand The brand is created by what you say and do, but defined by others and what they tell each other about it. Brand is your largest intangible asset – arguably the most valuable piece of your business. Brand is both an experience and expression.
  6. 6. What is an archetype ?
  7. 7. Heuristic an approach to problem solving or learning that uses a methodology not guaranteed to be perfect but that can provide a mental shortcut to ease the cognitive load of decision making.
  8. 8. pieces of life itself … images that are connected to the individual by the bridge of emotions. C.G. Jung  “ ”
  9. 9. “ “ …the shared place that is not of this physical world but is always present and everywhere, where the inherited experiences of the human race reside.
  10. 10.  Archetypes are the grooves and the ripples from the collective unconscious…  …that influence culture, decision making and meaning making.
  11. 11. #WIIFMe? #WIIFWe?
  12. 12. #1 Archetypes Build Trust
  13. 13. Archetypal foundation to facilitate rebranding and name change
  14. 14. #2 Archetypes Aid " Brand Differentiation
  15. 15. Strengths Activation. Awakening. Powerful human insight. Fearlessness. Challenges (potential downfalls) Boorish, rude, offensive tactics. Manipulation for selfish reasons. Adrenaline/ cortisol addiction. Strengths Great strength of character. Faithfulness. Supportiveness. Usefulness. Functionality. Resourcefulness. Challenges (potential downfalls) Unevolved behavior. Ignorance. Preoccupation with the basic routines of life. Group think.
  16. 16. #3 Archetypes increase your bottom line.
  17. 17. Y&R BrandAsset Valuator and Stern Stewart 2000 66% Greater Economic Value Add
  18. 18. Booz Allen Hamilton Profitability Margin 2x
  19. 19. “I want to learn what life is for. I don’t want much, I just want more. Ask what I want, and I will sing. I want everything, everything.” -lyrics from “Everything” In the movie, A Star is Born The Hedonist
  20. 20. Lover // Companion / Hedonist / Matchmaker / Romantic
  21. 21. Motivation & Meaning A massive appetite for all that is pleasurable. Meaning is found in the expression and experience of the physical joy of being human. Strengths Appetite for pleasure. Heightened physical senses. Appreciation. Expansiveness. Openness. Challenges (potential downfalls) Pursuit of pleasure without regard for health or welfare of others. Selfishness. Self-indulgence. Examples Dionysus. Pan. Hugh Hefner. The Cook, the Thief, His Wife & Her Lover. Chocolat. City of Las Vegas. W Hotel. Burning Man.
  22. 22. Neuroscientific effect of story
  23. 23. The evolution
  24. 24. PSYCHE the ego the personal unconscious the collective unconscious Building upon Jung’s Foundation
  25. 25. The Persona The Anima/ Animus The Shadow The Self
  26. 26. The Father Authority figure; stern; powerful. The Mother Nurturing; comforting. The Child Longing for innocence; rebirth; salvation. The Wise Old Man Guidance; knowledge; wisdom. The Hero Champion; defender; rescuer. The Maiden Innocence; desire; purity. The Trickster Deceiver; liar; trouble-maker. From Four to Seven
  27. 27. The Child The Guardian of Innocence The Saboteur The Guardian of Choice. The Prostitute The Guardian of Faith The Victim The Guardian of Self-Esteem Carolyn Myss: 4 Survival + 8 Individual
  28. 28. Pearson & Mark Stability & Control Social belonging & Enjoyment Risk & Mastery Independenc e and Individuaion Creator Jester Hero Innocent Caregiver Regular Guy/ Gal Outlaw Explorer Ruler Lover Magician Sage
  29. 29. The Consumerized Set
  30. 30. Beyond # Personality & " Demographics
  31. 31. Born in 1948 Grew up in England Married twice Two children Successful in business Wealthy Winter holiday in Alps Demographics
  32. 32. Example conceived by Dr. Peter Gentsch, founder of Business Intelligence Group
  33. 33. charming opinionated confident independent daring Brand personality
  34. 34. charming opinionated confident independent daring
  35. 35. charming opinionated confident independent daring
  36. 36. charming | opinionated | confident | independent | daring Brand character trumps personality
  37. 37. Using archetypes is a proven method for going beyond demographics and personality to reveal unique brand characters.
  38. 38. Thus the task is not so much to see what no one has yet seen; # but to think what nobody has # yet thought, about that which everybody sees. -Erwin Schrödinger “ “
  39. 39. Metaphor is not just the " detection of patterns; " it is also the creation " of patterns. James Geary,“I is An Other” “ ”
  40. 40. Challenges of using an archetypal approach •  Easy to get too meta •  Desire to control •  Unaware of unexpressed biases •  Reductionist/Stereotypical
  41. 41. Provokes actionable insights… that evoke vivid images… to stimulate the engagement # that attracts your market to # your brand. Applying an archetypal approach to branding
  42. 42. Archetypes in branding work because they …serve as a springboard for unique character development.
  43. 43. “How wonderful that we have met witha paradox. Now we have some hope of making progress.” —Niels Bohr, physicist Motivation & Meaning The Provocateur is motivated to activate others to see, hear and view so-called reality differently. Meaning is created by instinctually finding the leverage point for change and provoking trigger/response feedback loops Strengths Activation. Awakening. Powerful human insight. Fearlessness. Challenges (potential downfalls) Boorish, rude, offensive tactics. Manipulation for selfish reasons. Adrenaline/cortisol addiction. Examples Sacha Baron Cohen. Bill Maher. David Sedaris. Ze Frank. Millions Against Monsanto. The Onion. MoveOn.org. The Provocateur
  44. 44. Archetypes in branding work because they …are a consistent, enduring # and agile expression of meaning that embodies the values of the brand promise.
  45. 45. “Love seeks one thing only: the good of the one loved. It leaves all the other secondary effects to take care of themselves. Love, therefore, is its own reward.” —Thomas Merton The Caregiver
  46. 46. Motivation & Meaning: Motivated to provide reassurance, service and an open heart to support others. Finds meaning in improving the lives of others. Strengths: Altruism. Compassion. Patience. Empathy. Challenges (potential downfalls) Fear of instability. Over-compromise leading to loss of balance. # Inability to say no. The Caregiver
  47. 47. Archetypes in branding work because they …provide a shared language and insights about making connections across multiple business drivers.
  48. 48. “I have not failed. I have merely found ten thousand ways that won’t work.” " – Thomas Edison The Innovator
  49. 49. examples
  50. 50. Motivation & Meaning Thrives on change. Motivated by curious quest for achieving big, hairy, audacious goals. Finds meaning in the process of what could be. Strengths Cross pollination. Idea generation. Inspiration. High intellect. Curiosity. Challenges (potential downfalls) Difficulty staying focused. All ideas and no action. Lost in the mind. Examples Thomas Edison. Amelia Earhart. Orville & Wilbur Wright. Tim Berners-Lee. Groundhog Day. IBM. Sunpower Solar. Apple. Google. The Innovator
  51. 51. Archetypes in branding work because they …create instant emotional impact that activates magnetic demand.
  52. 52. Motivation & Meaning Thrives on change. Motivated by curious quest for achieving big, hairy, audacious goals. Finds meaning in the process of what could be. Strengths Independence. Nonconformity. Originality. Quirkiness. Fearlessness. Challenges (potential downfalls) Rebellious or unorthodox behavior with no intended outcome. Unchecked hostility. Aggression.. Examples T. Boone Pickens. John Wayne. Jesse James. Starbuck (Battlestar Galactica). Peter Rabbit (Beatrix Potter). Guayaki Yerba Mate. Levi Strauss & Co. Shadow Ruler Maverick as
  53. 53. Archetypes promote 21st Century Relevance 20TH CENTURY 21st CENTURY Shift conversation from agenda to Relationship To focus less on messaging to And more on core essence Shifts from reductionism to Expansiveness From management to Empowerment From cognitive to Intuitive From analytical To Emotional
  54. 54. 69 mhartwell@aamplify.partners swilliams@aamplify.co.nz @mphpov @aamplifynz archetypesinbranding.com facebook.comarchetypesinbrandingtoolkit# Aamplify is a privately held marketing firm that provides marketing advice and services to select technology, software and professional services brands across Australasia. Providing services for brand development, demand generation and customer experience design. Aamplify sits at the forefront of relationship marketing and the digital revolution we are experiencing. Thank you!

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