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AUTHOR PAGE:
Dr Nik
                                                    Cup™, and he is the co-author of the
                                                    World Cup Brand Ambassador Program
                                                    'Welcome 2010' and chairperson of the
                                                    inaugural 2010 FAN World Cup™.
                                                    Dr Nik is the author of “The Seven
                                                    Secrets of IziCwe: Conquer Life!”, a
                                                    uniquely    South     African      Life      Skills
                                                    Program, and “a must for anyone who
                                                    wants to overcome career and personal
The author of “BrandOvation™:
                                                    challenges!” (The Business Day). The
How Germany won the World Cup
                                                    sequel, “The IziCwe Code: Internal
of Nation Branding”, and the
                                                    Branding”     was     introduced        to    the
sequel        “The        Hero’s        Journey:
                                                    international   media       at    the     Global
Building       a     Nation        of     World
                                                    Leadership Summit in Johannesburg,
Champions”, Dr Nikolaus Eberl
                                                    sharing the platform with leadership
holds     a    PhD        from     the      Free
                                                    gurus Tom Peters, Rudy Giuliani and
University         of     Berlin        and    a
                                                    Michael     Porter,   and        has    become
Postgraduate Diploma from The
                                                    recommended reading for government
Johns          Hopkins             University,
                                                    leaders at national, provincial and local
Baltimore. Dr Nik headed the Net
                                                    level.
Promoter           Scorecard            research
                                                    Follow Dr Nik on Twitter @nikolauseberl
project        on         South          Africa’s
                                                    or email nikolaus@brandovation.com
Destination             Branding        Success
                                                                                                          3
Story during the 2010 FIFA World
TABLE OF CONTENTS:
What is a Brand? ………………….….……..            5

What are Archetypes? ……………………..            9

The Twelve Brand Archetypes …………..         11

Discover Your Archetype ………………….           24

Align Your Archetype ……….………………            26

Market Your Archetype …………………..            27

Narrate Your Archetype ……………………            28

Archetypal Success / Failure ……………..       31

Reclaiming Your Archetype ………………..         33

Archetypal Branding Academy ……………          34
              (c) BrandOvation 2012. All
                    Rights Reserved
CHAPTER 1:
What is a Brand?




“The Brand is Everything!”
Richard Branson
Founder & CEO: Virgin Group




                                                               5
                  (c) BrandOvation 2012. All Rights Reserved
‘Brand’ Defined
“As products and services are              Through promises we manage and
converging, clients are now looking        control the uncertainty, whilst trust is the
for a sense of meaning and identity        attitude required by authentic promise-
–   a   brand    image    in   every       making. This is why leading brands often
experience they encounter with             command a market share of 50% or
your company” (Institute for Brand         higher, as well as price premiums of up
Leadership). So, what exactly is a         to 40% more than generic brands.
brand? In order to arrive at the           In other words, a brand is “the most
very core of what constitutes a            valuable real estate in the world, a
brand, it is important to dispel           corner     of   the      consumer’s   mind”
some myths about what a brand is           (Institute for Brand leadership). It is
not.                                       therefore the Brand Promise that creates
A brand is not your logo, your             the Brand Expectation and is the
Product or even your Corporate             foundation of building the Brand Image.
Identity. Rather, a brand is an
expectation     of   an   emotional
experience, created by a certain
brand promise. In the car industry,
well-known brand promises are
shown above.
Hannah Arendt, a well known 20th
century philosopher, calls promises
“islands of certainty in the sea of
uncertainty that the future is”.
                                                                                          6
                       (c) BrandOvation 2012. All Rights Reserved
CHAPTER 2:
Why Archetypal Branding?
Recent studies have shown that the               A Booz Allen Hamilton research report
most potent component of premium                 recently showed that „brand-guided
brands is a clear identity that is               companies have profitability margins
grounded in the ultimate personality             nearly twice the industry standard.
types   deciphered      by    the    Swiss       Brand-guided banks, for example, have
psychiatrist Carl Jung, the so-called            an ROE of 19% compared to 8% for non
Archetypes.                                      brand-guided banks.“

Tracking over 13,000 brands over a
period of five years and interviewing
more than 120,000 consumers across
100 product categories, archetypal
researcher Carol Paerson found that
archetypal     brands   outpaced      non-
archetypal ones by a factor of 97% in
Market Value Added (a measure of how
much value a company has added to, or
subtracted     from,    its   shareholder
investment).



                                                                                   7
                          (c) BrandOvation 2012. All Rights Reserved
Archetypes & Brand Loyalty




                                                    8
       (c) BrandOvation 2012. All Rights Reserved
CHAPTER 3:
What are Archetypes?




‘‘All that happens is symbol, and as
it represents itself perfectly, it points
to all the rest.’’
Johann Wolfgang von Goethe, 1818
                                                        9
           (c) BrandOvation 2012. All Rights Reserved
Archetypes Defined

“Forms or images of a collective               “Jung to some extent took the opposite
nature which occur practically all             approach to that of the behaviorists, that
over the earth as constituents of              is, he did not observe people from the
myths and at the same time as                  outside, did not ask how we behave, how
individual products of unconscious             we greet one another, how we mate,
origin.”                                       how we take care of our young. Instead,
— C. G. Jung, Psychology and                   he studied what we feel and what we
Religion                                       fantasize while we are doing those
“The concept of archetypes was                 things. For Jung, archetypes are not only
borrowed by Jung from classic                  elementary ideas, but just as much
sources, including Cicero, Pliny, and          elementary         feelings,     elementary
Augustine. Adolf Bastian called                fantasies, elementary visions.
them       “Elementary     Ideas.”      In     — Marie-Louise Von Franz, Psyche and
Sanskrit,     they       were    called        Matter
“subjectively known forms”; and in
Australia, they were known as the
“Eternal Ones of the Dream.”
— Joseph Campbell, The Hero with
a Thousand Faces (shown here
>>>)



                                     (c) BrandOvation 2012. All
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                                           Rights Reserved
CHAPTER 4:
 The Twelve Brand Archetypes




   We intuitively ‘get’ Archetypes. They are
   shortcust to meaning. They transcend time and
   place – and are the key to blockbuster movies
   like Star Wars, The Matrix and Harry Potter.
                                                            11
// Page 4      (c) BrandOvation 2012. All Rights Reserved
The Innocent

                                            People: Ghandi, Dalai Lama, Oprah
                                            Brands: Disney, Coca-Cola, McDonald’s,
                                            Ivory soap
                                            The Innocent may be right for your
                                            Brand Identity if your brand...
                                            - offers a simple solution to an
                                            identifiable problem
                                            - Is associated with goodness, morality,
                                            simplicity, nostalgia or childhood

Motto: Free to be you and me                - Is low or moderately priced
                                            - Is produced by a company with
Core Desire: to get to Paradise
                                            straightforward values
Goal: to be happy
                                            - needs to be differentiated from brands
Greatest Fear: to be punished for
                                            with poor reputations
doing something bad or wrong

Strategy: to do things right

Weakness: boring for all their naive
innocence

Talent: Faith and Optimism

Also known as: Utopian, tradi-
tionalist,   naive,   mystic,   saint,
romantic, dreamer.
                                  (c) BrandOvation 2012. All
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The Regular Guy

                                          Talent:    realism,    empathy,    lack   of
                                          pretense
                                          Also known as: good old boy, everyman,
                                          the person next door People: Homer
                                          Simpson, Tom Hanks, Princess Diana
                                          Brands: VISA, Mr Price, IKEA
                                          The Regular Person provides a good
                                          identity for brands:
                                          - that give people a sense of belonging
                                          - with an everyday functionality
Motto: All men and women are              - with low to moderate prices
created equal                             - produced by a solid company with a
Core     Desire:   connecting   with      down-home organisational culture
others                                    - that need to be differentiated positively
Goal: to belong                           from more elitist / higher-priced brands
Greatest fear: to be left out or to
stand out from the crowd
Strategy: develop ordinary solid
virtues, be down to earth
Weakness: losing one's own self in
an effort to blend in or for the sake
of superficial relationships
                                (c) BrandOvation 2012. All
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The Explorer
                                            Talent: autonomy, ambition, being true to
                                            one's soul
                                            Also    known       as:   seeker,   iconoclast,
                                            wanderer, individualist, pilgrim.
                                            People: Christopher Columbus, Jacques
                                            Cousteau, Richard Branson
                                            Brands: Land Rover, Jeep, Virgin, Marlboro,
                                            Camel
                                            The explorer is a good identity for brands
                                            that:

Motto: Don't fence me in                    - helps people feel free, nonconformist or

Core Desire: self discovery through         pioneering

exploring the world                         - is rugged and sturdy or for use in the great

Goal: to experience a better, more          outdoors or in dangerous settings

authentic, more fulfilling life             - can be purchased from a catalogue or on

Greatest fear: getting trapped,             the Internet

conformity, and inner emptiness             - helps people express their individuality

Strategy: journey, seeking out and          - purchased for consumption on the go

experiencing new things, escape
from boredom
Weakness:      aimless    wandering,
becoming a misfit

                         (c) BrandOvation 2012. All Rights Reserved                      14
The Hero
                                            Also known as: The warrior, crusader,
                                            rescuer, superhero, the soldier, dragon
                                            slayer, the winner and the team player

                                            People:        Donald     Trump,       Arnold
                                            Schwarzenegger

                                            Brands: Nike, Tag Heuer, Red Bull

                                            The Hero could be good for brands that:

                                            - are inventions or innovations that will have
                                            a major impact on the world

                                            - solve a major social problem or encourage
Motto: Where there's a will,
                                            others to do so
there's a way
Core Desire: to prove one's worth           - have a clear opponent you want to beat

through courageous acts                     - that are underdogs or challenger brands

Goal: expert mastery in a way that          - are strong and help people do tough jobs
improves the world                          exceptionally well
Greatest        fear:        weakness,
vulnerability, being a "chicken"
Strategy: to be as strong and
competent as possible
Weakness:       arrogance,      always
needing another battle to fight
Talent: competence and courage

                        (c) BrandOvation 2012. All Rights Reserved                      15
The Outlaw
                                              Also known as: The rebel, revolutionary,
                                              wild man, the misfit, or iconoclast
                                              People: James Dean, Sid Vicious, George
                                              Washington
                                              Brands: Harley Davidson, Virgin, MTV,
                                              Rimmel, Steve Madden, Urban
                                              The    Outlaw     may     strengthen   your
                                              brand's identity if it:
                                              - has customers or employees who
                                              feeldisenfranchised from society
                                              - helps retain values that are threatened
Motto: Rules are made to be
                                              by emerging ones, or paves the way for
broken
                                               revolutionary new attitudes
Core Desire: revenge or revolution
                                              - is low to moderately priced
Goal:     to   overturn    what     isn't
                                              - breaks with industry conventions
working
Greatest fear: to be powerless or
ineffectual
Strategy: disrupt, destroy, or shock
Weakness: crossing over to the
dark side, crime
Talent:    outrageousness,        radical
freedom

                          (c) BrandOvation 2012. All Rights Reserved                        16
The Creator
                                               People: Mark Shuttleworth, Salvador
                                               Dali, William Shakespeare
                                               Brands: Lego, Sony, Swatch, 3M, HP,
                                               Adobe
                                               The Creator may be right for your brand
                                               identity if:
                                               - it promotes self-expression, gives
                                               customers choices , foster innovation,
                                               artistic in design
                                               - it is in a creative field like marketing,
Motto: If you can imagine it, it can be        public     relations,     the   arts,   or
done                                           technological innovation
Core Desire: to create things of               - you want to differentiate it from a "do-
enduring value                                 it-all" brand with little room for the
Goal: to realise a vision                      imagination
Greatest fear: mediocre vision or              - your product has a do-it-yourself aspect
execution                                      that saves money
Strategy: develop artistic control &           - your organisation has a creative culture
skill
Weakness: perfectionism
Talent: creativity and imagination
Also known as: The artist, inventor,
innovator,    musician,       writer     or
dreamer
                            (c) BrandOvation 2012. All Rights Reserved                       17
The Ruler
                                              Also known as: The boss, leader,
                                              aristocrat, king, queen, politician, role
                                              model, manager or administrator
                                              People: Thabo Mbeki, Steve Jobs, Moses
                                              Brands: Microsoft, Rolex, Gillette, Jack
                                              Daniel’s
                                              The Ruler may be right for your brand
                                              identity if:
                                              - it is a high-status product used by
                                              powerful people to enhance their power
                                              - it makes people more organised
Motto: Power isn't everything, it's
                                              - it offers a lifetime guarantee
the only thing.
                                              - it empowers people to maintain or
Core Desire: control
                                              enhances their grip on power
Goal:      create    a      prosperous,
                                              - it has a regulatory or protective
successful family or community
                                              function
Greatest     fear:       chaos,   being
overthrown
Strategy: exercise power
Weakness:      being      authoritarian,
unable to delegate
Talent: responsibility, leadership



                           (c) BrandOvation 2012. All Rights Reserved                     18
The Magician
                                          Also known as: The visionary, catalyst,
                                          inventor, charismatic leader, shaman, healer,
                                          medicine man

                                          People: Tim Burton, Steven Spielberg, Harry
                                          Potter, Albert Einstein

                                          Brands: Axe, Smirnoff Vodka, Intel

                                          The Magician could be the right identity for
                                          your brand if:

                                          - the product or service is transformative

                                          - its implicit promise is to transform
                                          customers
Motto: I make things happen.              - it has a new-age quality
Core Desire: understanding the            - it is consciousness-expanding
fundamental laws of the universe          - it is user-friendly
Goal: to make dreams come true

Greatest fear: unintended negative
consequences

Strategy: develop a vision and live
by it

Weakness: becoming manipulative

Talent: finding win-win solutions

                        (c) BrandOvation 2012. All Rights Reserved                     19
The Lover
                                             Talent: passion, gratitude, appreciation,
                                             and commitment
                                             Also known as: Friend, enthusiast,
                                             sensualist, spouse, team-builder
                                             People: Madonna, Jane Austen, Dracula,
                                             Liz Taylor
                                             Brands: Revlon, Chanel, Hallmark, Alfa
                                             Romeo, Interflora, Haagen Dazs
                                             The Lover may be a good identity for
                                             your brand if:
Motto: You're the only one
                                             - it helps people belong, find friends or
Core     Desire:        intimacy    and
                                             partners
experience
                                             - it's function is to help people have a
Goal: being in a relationship with
                                             good time
the people, work and surroundings
                                             - it is low to moderately priced
they love
                                             - it is produced by a freewheeling, fun-
Greatest fear: being alone, a
                                             loving organisational structure
wallflower, unwanted, unloved
                                             - it needs to differentiate itself from self-
Strategy:    to    become          more
                                             important, overconfident brands
physically        and      emotionally
attractive
Weakness: Desire to please others
at risk of losing own identity


                           (c) BrandOvation 2012. All Rights Reserved                        20
The Caregiver
                                             Brands: Volvo, Amnesty international,
                                             Red Cross, Peace Core
                                             The Care giver may be right for your
                                             Brand Identity if
                                             - it gives customers a competitive
                                             advantage
                                             - it supports families (products from fast-
                                             food to minivans) or is associated with
                                             nurturing
                                             - it serves the public sector, e.g.
Motto: Love your neighbour as
                                             healthcare, education, aid and other care
yourself
                                             giving fields
Core Desire: to protect and care for
                                             - helps people stay connected with and
others
                                             care about others
Goal: to help others
                                             - helps people care for themselves
Greatest      fear:   selfishness   and
                                             - is a non-profit or charitable cause
ingratitude
Strategy: doing things for others
Weakness: martyrdom and being
exploited
Talent: compassion, generosity
Also known as: The saint, altruist,
parent, helper, supporter
People:     Mother      Theresa,    Pat
                          (c) BrandOvation 2012. All Rights Reserved                   21
Tillman
The Sage
                                             thinker,        philosopher,     academic,
                                             researcher, thinker, planner.

                                             People: Plato, Deepak Chopra, Paulo
                                             Coelho
                                             Brands: Harvard, CNN, New York Times
                                             The Sage would be a good identity for
                                             brands:
                                             - that provide expertise to customers
                                             - that encourage customers to think
Motto: The truth will set you free           - that are based on new scientific

Core Desire: To find the truth.              findings or esoteric knowledge
                                             - that are supported by research-based
Goal: to use intelligence and
                                             facts
analysis to understand the world.
                                             - want to differentiate themselves from
Biggest    Fear:    being       duped,
                                             others whose quality or performance is
misled—or ignorance.
                                             suspect
Strategy: seeking out information
and knowledge; self-reflection and
understanding thought processes.

Weakness:     can    study      details
forever and never act.

Talent: wisdom, intelligence.

The Sage is also known as: The
expert, scholar, detective, advisor,
                         (c) BrandOvation 2012. All Rights Reserved                  22
The Jester
                                          Also known as: The fool, trickster,
                                          joker, practical joker or comedian

                                          People: Robin Williams, Bob Hope,
                                          Bishop Tutu

                                          Brands: Brands: Budweiser, Fanta,
                                          Nando’s

                                          The Jester may be a good identity for
                                          brands:

                                          - that give people a sense of belonging
Motto: You only live once                 - that help people have a good time
Core Desire: to live in the moment        - that are low or moderately priced
with full enjoyment
                                          - that are produced by a fun-loving
Goal: to have a great time and            company
lighten up the world
                                          - that need to be differentiated from
Greatest Fear: being bored or             self-important, overconfident
boring others                             established brands
Strategy: play, make jokes, be
funny

Weakness: frivolity, wasting time

Talent: Joy


                       (c) BrandOvation 2012. All Rights Reserved                   23
CHAPTER 5:
Decipher Your Personal Archetype




Go to the Personal Archetype Assessment at
www.archetypal-branding-academy.com
Please answer these ten questions as honestly as possible and
trust your instinct rather than what you think you might want
to be. Your personal archetype is the story you are living out
and reflects your authentic true self.
                                                                24
                   (c) BrandOvation 2012. All Rights Reserved
CHAPTER 5:
Decipher Your Organizational Archetype




The Organizational Archetype Assessment is part of the online
Arcchetypal Branding Course. Please sign up at
www.archetypal-branding-academy.com
Often, the brand remains a perfect reflection of the forgotten
philosophy of the brand’s founder. Consumer perceptions of
brands change quite slowly, so it is always enlightening to go
back to the earliest TV campaigns to see what the original
“imprint” of the brand was.
                                                               25
                  (c) BrandOvation 2012. All Rights Reserved
CHAPTER 6:
Align Your Archetype




Aligning the HERO Organisation

•   Culture:                            Have a Clear Opponent
•   Promise:                            Major Breakthrough
                                        Innovation
•   Strength: Courage                   Weakness: Arrogance
•   Values: Achieving Goals             Taboo: Weakness
•   Leadership Style: Coach             Shadow: Ruthlessness
                                                                26
                  (c) BrandOvation 2012. All Rights Reserved
Align Your Archetype
The HERO Organisation




Converting Employees to Brand Ambassadors
•   Culture:                            Have a Clear Opponent
•   Promise:                            Major Breakthrough
                                        Innovation
•   Strength: Courage                   Weakness: Arrogance
•   Values: Achieving Goals             Taboo: Weakness
•   Leadership Style: Coach             Shadow: Ruthlessness
                                                                27
                  (c) BrandOvation 2012. All Rights Reserved
CHAPTER 7:
Market Your Archetype




Marketing to the HERO Consumer
•   Promise:       Major Break-through Innovation
•   Function:      Perform at Your Upper Limit
•   Pricing:       Medium to High
•   Culture:       Have a Clear Opponent
•   Brand Ideal:   Make a Difference
•   Brand Nemesis: Obsessive Need to Win
                                                                28
                   (c) BrandOvation 2012. All Rights Reserved
CHAPTER 8:
Narrate Your Archetype




“Telling a brand story that resonates with customers is the
quickest - and perhaps, the only - way to develop true brand
loyalty and long-term customer relationships. The brand’s
primary goal is to form a strong relationship with the prospect.”
- Jim Signorelli, StoryBranding

                                                                29
                   (c) BrandOvation 2012. All Rights Reserved
Narrate Your Archetype
8.1 The Best Stories




“The best stories don’t teach people anything new. Instead, the
best stories agree with what the audience already believes and
makes the members of the audience feel smart and secure and
reminded that they were right in the first place.”
Seth Godin, All Marketers Are Liars: The Power of Telling
Authentic Stories in a Low-Trust World
                                                                30
                   (c) BrandOvation 2012. All Rights Reserved
Narrate Your Archetype
8.2 Consumers buy Your Story



For many years, I was in charge of marketing for Johnson &
Johnson’s line of baby products. One of our products was
Johnson’s Baby Powder, which was always, for me, a great
example of the emotional power of branding. When we
conducted focus groups, consumers talked about the brand as if
it were a close friend who gave them caring and love. Yet, we all
knew that inside the bottle was simply talc (a rock ground up
into a fine powder) and fragrance (a very special fragrance).
What I learned from Johnson’s Baby Powder was that consumers
don’t just buy products — they buy the story about the
products, and all the emotion that comes along with these
stories.
Fritz Gruthner, former CMO Johnson & Johnson
                                                                31
                   (c) BrandOvation 2012. All Rights Reserved
CHAPTER 9:
Archetypal Success: Coca Cola

                                  Coke has done a masterful job of
                                  staying unwaveringly true to the
                                  archetypal story of the “innocent”
                                  (a story of optimism, hope and a
                                  desire to be virtuous).
                                  On a functional level, Coke stands
                                  for refreshment. But on a deeper
emotional level, Coke’s alignment with the innocent story helps
its fans believe there is an innocence and virtue about the
brand. In each Coke ad, from the hilltop singing of “I’d like to
teach the world to sing,” to Mean Joe Greene sharing a jersey, a
Coke and a smile, to the polar bears, to the latest campaign of
“Open happiness,” Coke has consistently told the innocent story.




                                                                     32
                  (c) BrandOvation 2012. All Rights Reserved
CHAPTER 9:
Archetypal Failure: Pepsi Cola
                          Pepsi, on the other hand, has strayed in
                          the past two years from its archetypal
                          “jester” story (a story of spontaneity,
                          fun and living in the moment). For
                          years, Pepsi ads always had a humorous
twist (e.g., Ozzy Osborn becomes Donny Osmond) or singing and
dancing (from Michael Jackson to Britney Spears). This brand
strategy helped them maintain the number two spot in the
category for two decades.
Recently, Pepsi has departed from this path and tried to be more
like Coke, with its “Refresh everything” project, focused on a
grassroots philanthropy that has led to significant market-share
losses. In March 2011, Ad Age declared, “Pepsi has lost the cola
war,” after it fell to third place in market share behind Diet
Coke’s share

                                                                    33
                  (c) BrandOvation 2012. All Rights Reserved
CHAPTER 10:
Reclaiming the Archetype




For two decades, Target has been nipping away at Walmart’s
share of the market. Target has consistently marketed its brand
as a stylish, innovative and cool place to find common
household staples — repeatedly telling the archetypal story of
the “creator.”
When Walmart opened its first store in Bentonville, Arkansas, it
adhered to an archetypal story embodied by its founder Sam
Walton — the “regular guy” — a story about accessibility and
unpretentiousness. It espoused a belief that nobody is better
than anybody else.
                                                              34
                 (c) BrandOvation 2012. All Rights Reserved
CHAPTER 10:
Reclaiming the Archetype




As Walmart grew, the management team forgot its core story.
Walmart became the largest company in the world, and a large
group of disgruntled consumers decided that the company was
not a regular guy, but rather was acting out the dark side of the
“ruler” story by bullying communities and vendors and running
small retailers out of town.
Fortunately for Walmart, its marketers discovered this error
just before the economic downturn of 2009, and they
successfully relaunched the brand with a new visual identity
and a “regular guy” tagline of “Save money. Live better,”
resulting in a very strong sales rebound.
                                                                35
                   (c) BrandOvation 2012. All Rights Reserved
Discover Your Personal
      Archetype Online




www.archetypal-branding-
     academy.com
                                                    36
       (c) BrandOvation 2012. All Rights Reserved

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Archetypal Branding: How to build a Premium Brand

  • 1. (c) BrandOvation 2012. All 2 Rights Reserved
  • 2. AUTHOR PAGE: Dr Nik Cup™, and he is the co-author of the World Cup Brand Ambassador Program 'Welcome 2010' and chairperson of the inaugural 2010 FAN World Cup™. Dr Nik is the author of “The Seven Secrets of IziCwe: Conquer Life!”, a uniquely South African Life Skills Program, and “a must for anyone who wants to overcome career and personal The author of “BrandOvation™: challenges!” (The Business Day). The How Germany won the World Cup sequel, “The IziCwe Code: Internal of Nation Branding”, and the Branding” was introduced to the sequel “The Hero’s Journey: international media at the Global Building a Nation of World Leadership Summit in Johannesburg, Champions”, Dr Nikolaus Eberl sharing the platform with leadership holds a PhD from the Free gurus Tom Peters, Rudy Giuliani and University of Berlin and a Michael Porter, and has become Postgraduate Diploma from The recommended reading for government Johns Hopkins University, leaders at national, provincial and local Baltimore. Dr Nik headed the Net level. Promoter Scorecard research Follow Dr Nik on Twitter @nikolauseberl project on South Africa’s or email nikolaus@brandovation.com Destination Branding Success 3 Story during the 2010 FIFA World
  • 3. TABLE OF CONTENTS: What is a Brand? ………………….….…….. 5 What are Archetypes? …………………….. 9 The Twelve Brand Archetypes ………….. 11 Discover Your Archetype …………………. 24 Align Your Archetype ……….……………… 26 Market Your Archetype ………………….. 27 Narrate Your Archetype …………………… 28 Archetypal Success / Failure …………….. 31 Reclaiming Your Archetype ……………….. 33 Archetypal Branding Academy …………… 34 (c) BrandOvation 2012. All Rights Reserved
  • 4. CHAPTER 1: What is a Brand? “The Brand is Everything!” Richard Branson Founder & CEO: Virgin Group 5 (c) BrandOvation 2012. All Rights Reserved
  • 5. ‘Brand’ Defined “As products and services are Through promises we manage and converging, clients are now looking control the uncertainty, whilst trust is the for a sense of meaning and identity attitude required by authentic promise- – a brand image in every making. This is why leading brands often experience they encounter with command a market share of 50% or your company” (Institute for Brand higher, as well as price premiums of up Leadership). So, what exactly is a to 40% more than generic brands. brand? In order to arrive at the In other words, a brand is “the most very core of what constitutes a valuable real estate in the world, a brand, it is important to dispel corner of the consumer’s mind” some myths about what a brand is (Institute for Brand leadership). It is not. therefore the Brand Promise that creates A brand is not your logo, your the Brand Expectation and is the Product or even your Corporate foundation of building the Brand Image. Identity. Rather, a brand is an expectation of an emotional experience, created by a certain brand promise. In the car industry, well-known brand promises are shown above. Hannah Arendt, a well known 20th century philosopher, calls promises “islands of certainty in the sea of uncertainty that the future is”. 6 (c) BrandOvation 2012. All Rights Reserved
  • 6. CHAPTER 2: Why Archetypal Branding? Recent studies have shown that the A Booz Allen Hamilton research report most potent component of premium recently showed that „brand-guided brands is a clear identity that is companies have profitability margins grounded in the ultimate personality nearly twice the industry standard. types deciphered by the Swiss Brand-guided banks, for example, have psychiatrist Carl Jung, the so-called an ROE of 19% compared to 8% for non Archetypes. brand-guided banks.“ Tracking over 13,000 brands over a period of five years and interviewing more than 120,000 consumers across 100 product categories, archetypal researcher Carol Paerson found that archetypal brands outpaced non- archetypal ones by a factor of 97% in Market Value Added (a measure of how much value a company has added to, or subtracted from, its shareholder investment). 7 (c) BrandOvation 2012. All Rights Reserved
  • 7. Archetypes & Brand Loyalty 8 (c) BrandOvation 2012. All Rights Reserved
  • 8. CHAPTER 3: What are Archetypes? ‘‘All that happens is symbol, and as it represents itself perfectly, it points to all the rest.’’ Johann Wolfgang von Goethe, 1818 9 (c) BrandOvation 2012. All Rights Reserved
  • 9. Archetypes Defined “Forms or images of a collective “Jung to some extent took the opposite nature which occur practically all approach to that of the behaviorists, that over the earth as constituents of is, he did not observe people from the myths and at the same time as outside, did not ask how we behave, how individual products of unconscious we greet one another, how we mate, origin.” how we take care of our young. Instead, — C. G. Jung, Psychology and he studied what we feel and what we Religion fantasize while we are doing those “The concept of archetypes was things. For Jung, archetypes are not only borrowed by Jung from classic elementary ideas, but just as much sources, including Cicero, Pliny, and elementary feelings, elementary Augustine. Adolf Bastian called fantasies, elementary visions. them “Elementary Ideas.” In — Marie-Louise Von Franz, Psyche and Sanskrit, they were called Matter “subjectively known forms”; and in Australia, they were known as the “Eternal Ones of the Dream.” — Joseph Campbell, The Hero with a Thousand Faces (shown here >>>) (c) BrandOvation 2012. All 10 Rights Reserved
  • 10. CHAPTER 4: The Twelve Brand Archetypes We intuitively ‘get’ Archetypes. They are shortcust to meaning. They transcend time and place – and are the key to blockbuster movies like Star Wars, The Matrix and Harry Potter. 11 // Page 4 (c) BrandOvation 2012. All Rights Reserved
  • 11. The Innocent People: Ghandi, Dalai Lama, Oprah Brands: Disney, Coca-Cola, McDonald’s, Ivory soap The Innocent may be right for your Brand Identity if your brand... - offers a simple solution to an identifiable problem - Is associated with goodness, morality, simplicity, nostalgia or childhood Motto: Free to be you and me - Is low or moderately priced - Is produced by a company with Core Desire: to get to Paradise straightforward values Goal: to be happy - needs to be differentiated from brands Greatest Fear: to be punished for with poor reputations doing something bad or wrong Strategy: to do things right Weakness: boring for all their naive innocence Talent: Faith and Optimism Also known as: Utopian, tradi- tionalist, naive, mystic, saint, romantic, dreamer. (c) BrandOvation 2012. All 12 Rights Reserved
  • 12. The Regular Guy Talent: realism, empathy, lack of pretense Also known as: good old boy, everyman, the person next door People: Homer Simpson, Tom Hanks, Princess Diana Brands: VISA, Mr Price, IKEA The Regular Person provides a good identity for brands: - that give people a sense of belonging - with an everyday functionality Motto: All men and women are - with low to moderate prices created equal - produced by a solid company with a Core Desire: connecting with down-home organisational culture others - that need to be differentiated positively Goal: to belong from more elitist / higher-priced brands Greatest fear: to be left out or to stand out from the crowd Strategy: develop ordinary solid virtues, be down to earth Weakness: losing one's own self in an effort to blend in or for the sake of superficial relationships (c) BrandOvation 2012. All 13 Rights Reserved
  • 13. The Explorer Talent: autonomy, ambition, being true to one's soul Also known as: seeker, iconoclast, wanderer, individualist, pilgrim. People: Christopher Columbus, Jacques Cousteau, Richard Branson Brands: Land Rover, Jeep, Virgin, Marlboro, Camel The explorer is a good identity for brands that: Motto: Don't fence me in - helps people feel free, nonconformist or Core Desire: self discovery through pioneering exploring the world - is rugged and sturdy or for use in the great Goal: to experience a better, more outdoors or in dangerous settings authentic, more fulfilling life - can be purchased from a catalogue or on Greatest fear: getting trapped, the Internet conformity, and inner emptiness - helps people express their individuality Strategy: journey, seeking out and - purchased for consumption on the go experiencing new things, escape from boredom Weakness: aimless wandering, becoming a misfit (c) BrandOvation 2012. All Rights Reserved 14
  • 14. The Hero Also known as: The warrior, crusader, rescuer, superhero, the soldier, dragon slayer, the winner and the team player People: Donald Trump, Arnold Schwarzenegger Brands: Nike, Tag Heuer, Red Bull The Hero could be good for brands that: - are inventions or innovations that will have a major impact on the world - solve a major social problem or encourage Motto: Where there's a will, others to do so there's a way Core Desire: to prove one's worth - have a clear opponent you want to beat through courageous acts - that are underdogs or challenger brands Goal: expert mastery in a way that - are strong and help people do tough jobs improves the world exceptionally well Greatest fear: weakness, vulnerability, being a "chicken" Strategy: to be as strong and competent as possible Weakness: arrogance, always needing another battle to fight Talent: competence and courage (c) BrandOvation 2012. All Rights Reserved 15
  • 15. The Outlaw Also known as: The rebel, revolutionary, wild man, the misfit, or iconoclast People: James Dean, Sid Vicious, George Washington Brands: Harley Davidson, Virgin, MTV, Rimmel, Steve Madden, Urban The Outlaw may strengthen your brand's identity if it: - has customers or employees who feeldisenfranchised from society - helps retain values that are threatened Motto: Rules are made to be by emerging ones, or paves the way for broken revolutionary new attitudes Core Desire: revenge or revolution - is low to moderately priced Goal: to overturn what isn't - breaks with industry conventions working Greatest fear: to be powerless or ineffectual Strategy: disrupt, destroy, or shock Weakness: crossing over to the dark side, crime Talent: outrageousness, radical freedom (c) BrandOvation 2012. All Rights Reserved 16
  • 16. The Creator People: Mark Shuttleworth, Salvador Dali, William Shakespeare Brands: Lego, Sony, Swatch, 3M, HP, Adobe The Creator may be right for your brand identity if: - it promotes self-expression, gives customers choices , foster innovation, artistic in design - it is in a creative field like marketing, Motto: If you can imagine it, it can be public relations, the arts, or done technological innovation Core Desire: to create things of - you want to differentiate it from a "do- enduring value it-all" brand with little room for the Goal: to realise a vision imagination Greatest fear: mediocre vision or - your product has a do-it-yourself aspect execution that saves money Strategy: develop artistic control & - your organisation has a creative culture skill Weakness: perfectionism Talent: creativity and imagination Also known as: The artist, inventor, innovator, musician, writer or dreamer (c) BrandOvation 2012. All Rights Reserved 17
  • 17. The Ruler Also known as: The boss, leader, aristocrat, king, queen, politician, role model, manager or administrator People: Thabo Mbeki, Steve Jobs, Moses Brands: Microsoft, Rolex, Gillette, Jack Daniel’s The Ruler may be right for your brand identity if: - it is a high-status product used by powerful people to enhance their power - it makes people more organised Motto: Power isn't everything, it's - it offers a lifetime guarantee the only thing. - it empowers people to maintain or Core Desire: control enhances their grip on power Goal: create a prosperous, - it has a regulatory or protective successful family or community function Greatest fear: chaos, being overthrown Strategy: exercise power Weakness: being authoritarian, unable to delegate Talent: responsibility, leadership (c) BrandOvation 2012. All Rights Reserved 18
  • 18. The Magician Also known as: The visionary, catalyst, inventor, charismatic leader, shaman, healer, medicine man People: Tim Burton, Steven Spielberg, Harry Potter, Albert Einstein Brands: Axe, Smirnoff Vodka, Intel The Magician could be the right identity for your brand if: - the product or service is transformative - its implicit promise is to transform customers Motto: I make things happen. - it has a new-age quality Core Desire: understanding the - it is consciousness-expanding fundamental laws of the universe - it is user-friendly Goal: to make dreams come true Greatest fear: unintended negative consequences Strategy: develop a vision and live by it Weakness: becoming manipulative Talent: finding win-win solutions (c) BrandOvation 2012. All Rights Reserved 19
  • 19. The Lover Talent: passion, gratitude, appreciation, and commitment Also known as: Friend, enthusiast, sensualist, spouse, team-builder People: Madonna, Jane Austen, Dracula, Liz Taylor Brands: Revlon, Chanel, Hallmark, Alfa Romeo, Interflora, Haagen Dazs The Lover may be a good identity for your brand if: Motto: You're the only one - it helps people belong, find friends or Core Desire: intimacy and partners experience - it's function is to help people have a Goal: being in a relationship with good time the people, work and surroundings - it is low to moderately priced they love - it is produced by a freewheeling, fun- Greatest fear: being alone, a loving organisational structure wallflower, unwanted, unloved - it needs to differentiate itself from self- Strategy: to become more important, overconfident brands physically and emotionally attractive Weakness: Desire to please others at risk of losing own identity (c) BrandOvation 2012. All Rights Reserved 20
  • 20. The Caregiver Brands: Volvo, Amnesty international, Red Cross, Peace Core The Care giver may be right for your Brand Identity if - it gives customers a competitive advantage - it supports families (products from fast- food to minivans) or is associated with nurturing - it serves the public sector, e.g. Motto: Love your neighbour as healthcare, education, aid and other care yourself giving fields Core Desire: to protect and care for - helps people stay connected with and others care about others Goal: to help others - helps people care for themselves Greatest fear: selfishness and - is a non-profit or charitable cause ingratitude Strategy: doing things for others Weakness: martyrdom and being exploited Talent: compassion, generosity Also known as: The saint, altruist, parent, helper, supporter People: Mother Theresa, Pat (c) BrandOvation 2012. All Rights Reserved 21 Tillman
  • 21. The Sage thinker, philosopher, academic, researcher, thinker, planner. People: Plato, Deepak Chopra, Paulo Coelho Brands: Harvard, CNN, New York Times The Sage would be a good identity for brands: - that provide expertise to customers - that encourage customers to think Motto: The truth will set you free - that are based on new scientific Core Desire: To find the truth. findings or esoteric knowledge - that are supported by research-based Goal: to use intelligence and facts analysis to understand the world. - want to differentiate themselves from Biggest Fear: being duped, others whose quality or performance is misled—or ignorance. suspect Strategy: seeking out information and knowledge; self-reflection and understanding thought processes. Weakness: can study details forever and never act. Talent: wisdom, intelligence. The Sage is also known as: The expert, scholar, detective, advisor, (c) BrandOvation 2012. All Rights Reserved 22
  • 22. The Jester Also known as: The fool, trickster, joker, practical joker or comedian People: Robin Williams, Bob Hope, Bishop Tutu Brands: Brands: Budweiser, Fanta, Nando’s The Jester may be a good identity for brands: - that give people a sense of belonging Motto: You only live once - that help people have a good time Core Desire: to live in the moment - that are low or moderately priced with full enjoyment - that are produced by a fun-loving Goal: to have a great time and company lighten up the world - that need to be differentiated from Greatest Fear: being bored or self-important, overconfident boring others established brands Strategy: play, make jokes, be funny Weakness: frivolity, wasting time Talent: Joy (c) BrandOvation 2012. All Rights Reserved 23
  • 23. CHAPTER 5: Decipher Your Personal Archetype Go to the Personal Archetype Assessment at www.archetypal-branding-academy.com Please answer these ten questions as honestly as possible and trust your instinct rather than what you think you might want to be. Your personal archetype is the story you are living out and reflects your authentic true self. 24 (c) BrandOvation 2012. All Rights Reserved
  • 24. CHAPTER 5: Decipher Your Organizational Archetype The Organizational Archetype Assessment is part of the online Arcchetypal Branding Course. Please sign up at www.archetypal-branding-academy.com Often, the brand remains a perfect reflection of the forgotten philosophy of the brand’s founder. Consumer perceptions of brands change quite slowly, so it is always enlightening to go back to the earliest TV campaigns to see what the original “imprint” of the brand was. 25 (c) BrandOvation 2012. All Rights Reserved
  • 25. CHAPTER 6: Align Your Archetype Aligning the HERO Organisation • Culture: Have a Clear Opponent • Promise: Major Breakthrough Innovation • Strength: Courage Weakness: Arrogance • Values: Achieving Goals Taboo: Weakness • Leadership Style: Coach Shadow: Ruthlessness 26 (c) BrandOvation 2012. All Rights Reserved
  • 26. Align Your Archetype The HERO Organisation Converting Employees to Brand Ambassadors • Culture: Have a Clear Opponent • Promise: Major Breakthrough Innovation • Strength: Courage Weakness: Arrogance • Values: Achieving Goals Taboo: Weakness • Leadership Style: Coach Shadow: Ruthlessness 27 (c) BrandOvation 2012. All Rights Reserved
  • 27. CHAPTER 7: Market Your Archetype Marketing to the HERO Consumer • Promise: Major Break-through Innovation • Function: Perform at Your Upper Limit • Pricing: Medium to High • Culture: Have a Clear Opponent • Brand Ideal: Make a Difference • Brand Nemesis: Obsessive Need to Win 28 (c) BrandOvation 2012. All Rights Reserved
  • 28. CHAPTER 8: Narrate Your Archetype “Telling a brand story that resonates with customers is the quickest - and perhaps, the only - way to develop true brand loyalty and long-term customer relationships. The brand’s primary goal is to form a strong relationship with the prospect.” - Jim Signorelli, StoryBranding 29 (c) BrandOvation 2012. All Rights Reserved
  • 29. Narrate Your Archetype 8.1 The Best Stories “The best stories don’t teach people anything new. Instead, the best stories agree with what the audience already believes and makes the members of the audience feel smart and secure and reminded that they were right in the first place.” Seth Godin, All Marketers Are Liars: The Power of Telling Authentic Stories in a Low-Trust World 30 (c) BrandOvation 2012. All Rights Reserved
  • 30. Narrate Your Archetype 8.2 Consumers buy Your Story For many years, I was in charge of marketing for Johnson & Johnson’s line of baby products. One of our products was Johnson’s Baby Powder, which was always, for me, a great example of the emotional power of branding. When we conducted focus groups, consumers talked about the brand as if it were a close friend who gave them caring and love. Yet, we all knew that inside the bottle was simply talc (a rock ground up into a fine powder) and fragrance (a very special fragrance). What I learned from Johnson’s Baby Powder was that consumers don’t just buy products — they buy the story about the products, and all the emotion that comes along with these stories. Fritz Gruthner, former CMO Johnson & Johnson 31 (c) BrandOvation 2012. All Rights Reserved
  • 31. CHAPTER 9: Archetypal Success: Coca Cola Coke has done a masterful job of staying unwaveringly true to the archetypal story of the “innocent” (a story of optimism, hope and a desire to be virtuous). On a functional level, Coke stands for refreshment. But on a deeper emotional level, Coke’s alignment with the innocent story helps its fans believe there is an innocence and virtue about the brand. In each Coke ad, from the hilltop singing of “I’d like to teach the world to sing,” to Mean Joe Greene sharing a jersey, a Coke and a smile, to the polar bears, to the latest campaign of “Open happiness,” Coke has consistently told the innocent story. 32 (c) BrandOvation 2012. All Rights Reserved
  • 32. CHAPTER 9: Archetypal Failure: Pepsi Cola Pepsi, on the other hand, has strayed in the past two years from its archetypal “jester” story (a story of spontaneity, fun and living in the moment). For years, Pepsi ads always had a humorous twist (e.g., Ozzy Osborn becomes Donny Osmond) or singing and dancing (from Michael Jackson to Britney Spears). This brand strategy helped them maintain the number two spot in the category for two decades. Recently, Pepsi has departed from this path and tried to be more like Coke, with its “Refresh everything” project, focused on a grassroots philanthropy that has led to significant market-share losses. In March 2011, Ad Age declared, “Pepsi has lost the cola war,” after it fell to third place in market share behind Diet Coke’s share 33 (c) BrandOvation 2012. All Rights Reserved
  • 33. CHAPTER 10: Reclaiming the Archetype For two decades, Target has been nipping away at Walmart’s share of the market. Target has consistently marketed its brand as a stylish, innovative and cool place to find common household staples — repeatedly telling the archetypal story of the “creator.” When Walmart opened its first store in Bentonville, Arkansas, it adhered to an archetypal story embodied by its founder Sam Walton — the “regular guy” — a story about accessibility and unpretentiousness. It espoused a belief that nobody is better than anybody else. 34 (c) BrandOvation 2012. All Rights Reserved
  • 34. CHAPTER 10: Reclaiming the Archetype As Walmart grew, the management team forgot its core story. Walmart became the largest company in the world, and a large group of disgruntled consumers decided that the company was not a regular guy, but rather was acting out the dark side of the “ruler” story by bullying communities and vendors and running small retailers out of town. Fortunately for Walmart, its marketers discovered this error just before the economic downturn of 2009, and they successfully relaunched the brand with a new visual identity and a “regular guy” tagline of “Save money. Live better,” resulting in a very strong sales rebound. 35 (c) BrandOvation 2012. All Rights Reserved
  • 35. Discover Your Personal Archetype Online www.archetypal-branding- academy.com 36 (c) BrandOvation 2012. All Rights Reserved