The document discusses the concept of branding, particularly focusing on archetypal branding and its significance in creating a clear identity for brands. It highlights various branding archetypes, their qualities, and corresponding successful brands, presenting insights into how these archetypes foster customer loyalty and market performance. Furthermore, the document introduces strategies for identifying and aligning personal and organizational archetypes to enhance brand effectiveness.

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