Mark Truelson, profile picture
Uploaded byMark Truelson
1,455 views

Archetype team pack

The document discusses different archetypes and how they may resonate with brands. It provides descriptions of 12 archetypes: Caregiver, Innocent, Explorer, Sage, Hero, Outlaw, Magician, Creator, Ruler, Jester, Regular Guy/Gal, and Lover. For each archetype, it outlines their core desire and fear, as well as when a brand may want to align with that particular archetype, such as when the product helps people feel free for the Explorer archetype. The document also provides brief summaries of what each archetype represents.

Embed presentation

Downloaded 82 times
Who Are you?
Archetypes For a more detailed look at Archetypes, please refer to “The Hero and the Outlaw” by Margaret Mark and Carol S. Pearson Otherwise, this presentation will suffice
Role Of Archetypes Archetype Helps People Brand Example Creator Express themselves Crayola Caregiver Care for others Volvo Ruler Exert control Rolex Jester Have a good time M & M’s Regular Guy/Gal Fit in NRL/AFL Lover Find and give love Lavazza Hero/Heroine Act courageously Nike Outlaw Break the rules Harley Davidson Magician Transform themselves Lynx Innocent Retain or renew faith Disney Explorer Discover themselves Lonely Planet Sage Understand the world The Economist
Who Am I? Stability Belonging Independence Mastery Ruler Creator Innocent Explorer Jester Outlaw Hero Regular Guy/Gal Magician Sage Lover Caregiver
The Caregiver Love your neighbor as yourself Core Desire: Protect people from harm Goal: To help others Fear: Selfishness, ingratitude Strategy: Do things for others Trap: Martyrdom or self, entrapment of others Gift: Compassion, generosity
The Caregiver
The Caregiver
The Caregiver Archetype May Resonate If… §  For which customer service provides the competitive advantage §  That provide support to families (from fast food to minivans) or that are associated with nurturance (such as cookies) §  For services in the health care, education, and other caregiving fields (including politics) §  That help people stay connected with and care about one another §  That help people care for themselves §  For non-profit causes and charitable activities
The Caregiver SAINT, ALTRUIST, PARENT, HELPER Altruistic, giving, making sacrifices for others. BRIEF DESCRIPTION Caregivers are taking care of others; they are altruistic, helpful, and willing to sacrifice their own interests for others; unlike Guardians who tend to protect according to certain principles or rules, the Caregiver leads from the heart and with compassion. BRAND ARCHETYPE Brands that help consumers with their problems; that care about the consumer; that allow consumers to take on the role of Caregivers through them, i.e., to support the brand that has a Caregiver role, e.g., through philanthropic giving. DRIVER To help. – protect and care for others TARGET SEGMENT Consumers who want to be cared for, who feel weak and feeble or believe they have a significant disadvantage or problem they need a caring hand with; consumers who believe strongly that it is important to care for others; consumers who want to associate themselves with brands that are Caregivers and may even be involved in the brand’s activities. SHADOW ARCHETYPE Tormentor, Bully When Caregivers become too dominant and place their own will above that of the cared for, they become Tormentors; they take away the rights of the people they are caring for, replacing them with their absolute authority, which is exercised in the belief that they know better. Martyr – guilt tripping When Caregivers sacrifice themselves in the process of giving care, they become Martyrs.
The Innocent “Free to be you and me” Core Desire: To experience paradise Goal: To be happy Fear: Doing something wrong or bad that will provoke punishment. Boredom Strategy: Do things right, experience new things, look through the eyes of a child. Questioning Gift: Faith, curiosity and optimism. Fresh perspectives.
The Innocent
The Innocent Archetype Resonates If… §  Your product offers a simple solution to an identifiable problem §  Your product is associated with goodness, health, morality, simplicity, nostalgia or childhood §  Your product is produced by a company with straightforward values §  Your product needs to be differentiated from brands / products with negative associations §  Your product is low or moderately priced §  Your product is derived mainly from core values and integrity, not outer experiences §  Your organization has an Innocent culture.
The Innocent MAIDEN / UTOPIAN / MYSTIC / SAINT / ROMANTIC / DREAMER – “Free to be you and me” Innocent, blameless, incorruptible, lives in ideal world, pure, virtuous, strong values. Greatest Gift – Faith & Optimism Strategy – Do the right thing BRIEF DESCRIPTION Innocents are pure and innocent, often living in a world where ideals replace reality; Innocents belief in the ‘fundamental good’ in people; they are caring, strong on emotions and have strong values. Innocents greatest fear is doing something bad or wrong that will provoke punishment BRAND ARCHETYPE Brands that stand for something innocent and fundamentally good; that offer the consumer an opportunity to feel innocent and good; that tend to be somewhat romantic. DRIVER A belief in the fundamental good. Experience paradise TARGET SEGMENT Consumers who want to preserve the ideal of innocence in their hearts; who are touched by the innocence of brands; who want to see the world with rose coloured glasses. SHADOW ARCHETYPE Lost Soul, Orphan – denial, repression, naivety When Innocents are suffering from the gap between their idealized world and the harsh reality of human nature., they enter Shadow Territory and become Lost Souls; they feel abandoned and vulnerable, lost and frightened. In short, they feel out of place in this world and cannot cope with reality.
The Explorer “don’t fence me in” Core Desire: The freedom to find out who you are through exploring the world Goal: To experience a better, more authentic, more fulfilling life Greatest Fear: Getting trapped, conforming, inner emptiness, non-being Strategy: Journey, seek out and experience new things, escape from entrapment and boredom. Observing Trap: Aimless wondering, becoming a misfit Gift: Autonomy, ambition, ability to be true to one’s own soul
The Explorer
The Explorer
The Explorer Archetype May Resonates If… §  Your product helps people feel free, is nonconformist or is pioneering in some way §  Your product is rugged and sturdy or is appropriate for use in nature, on the road, or in dangerous settings or occupations §  Your product can be purchased from a catalogue, the Internet, or another alternative source. §  Your product helps people express their individuality (e.g. fashion, furnishings). §  Your product can be purchased and consumed “on the go”. §  You seek to differentiate your brand from a successful Regular Guy/Gal or other more conformist brand. §  Your organization has an Explorer culture.
The Explorer SEEKER, WANDERER, PILGRIM, ADVENTURER Seeking knowledge or understanding of something that is not currently known; often searching for self-understanding, seeking new experiences that expose strengths, weaknesses and boundaries. BRIEF DESCRIPTION To discover themselves – they are on a tour of discovery, searching for self-knowledge or understanding; the many activities Explorers get involved in serve only one purpose: to lean more about themselves by exploring their limits and understanding how they cope with various challenges; they tend to explore new territory, break new ground, push the envelope and superficially they may look like Adventurers, but the latter seek the thrills while Explorers seeks a deeper understanding of themselves. BRAND ARCHETYPE Brands that seek to understand themselves or offer consumers an opportunity to understand themselves; brands that challenge the consumer, that demand that consumer learns new skills or deals with new situations. DRIVER Self-knowledge and freedom through exploration TARGET SEGMENT Consumers who are seeking an understanding of themselves; who want stimulation as a means of finding out more about themselves. SHADOW ARCHETYPE Obsessed, Driven, Alienated, Aimlessly Wandering When Explorers get lost in their search for self discovery they either explore the dark side or they simply get restless and driven, finding no peace, drifting through life aimlessly without being able to grasp what they are searching for.
The Sage “The truth will set you free” Core Desire: The discovery of truth Goal: To use intelligence and analysis to understand the world Fear: Being duped, misled, ignorance Strategy: Seek out information and knowledge; become self reflective and understand thinking processes. Facilitation Trap: Can study issues forever and never act Gift: Wisdom, intelligence. Storytelling, detective like intuition, signalling
The Sage
The Sage
The Sage Archetype May Resonate If… §  It provides expertise or information to your customers §  It encourages customers or client to think §  The brand is based on a new scientific breakthrough or esoteric knowledge §  The quality of the brand is supported by hard data §  You are differentiating the product from others whose quality performance is questionable
The Sage GURU, SPIRITUAL LEADER, MENTOR, SCHOLAR, EXPERT, ORACLE, PHILOSOPHER, THINKER, PLANNER, TEACHER Wise, insightful, mentoring. BRIEF DESCRIPTION Sages can see what escapes others; they have a deep understanding, are insightful, with an important mentoring role – without mentoring the Sage lacks energy and dynamism. BRAND ARCHETYPE Brands that stand for wisdom, that offer useful insights, that help the consumer to become wiser; brands that can be trusted and that make an impact on the consumer’s life; brands that are not just selling themselves, but are honestly trying to impart wisdom. DRIVER To understand and help others to understand. TARGET SEGMENT Consumers who seek meaning or understanding, insights and wisdom. SHADOW ARCHETYPE Hermit, Dogmatism, Ivory Tower, Disconnection When Sages withdraw from the real world, they become isolated and irrelevant; they start to live in an imaginary world; the lack of mentoring leads to a loss in energy; the Hermit in a cave is a typical image for this shadow archetype.
The Hero “where there’s a will, there’s a way” Core Desire: Prove one’s worth through courageous and difficult action Goal: Exert mastery in a way that improves the world Fear: Weakness, vulnerability, ‘wimping out’, barriers Strategy: Become as strong, competent and powerful as you are capable of being. Getting the job done. Risk taking Trap: Arrogance, developing a need for there always to be an enemy Gift: Competence, courage and momentum
The Hero
The Hero
The Hero May Resonate If… §  You have an invention or innovation that will have a major impact on the world §  Your product helps people perform at their upper limit §  You are addressing a major social problem and asking people to step up to the plate to help address it §  You have a clear opponent or competitor you want to beat §  You are the underdog and want to rival the competition §  The strength of your product or service is its ability to do a tough job efficiently and well §  You need to differentiate your product from one that has problems with follow-through §  Your customer base identifies itself as good, moral citizens
The Hero/ Heroine RESCUER, WHITE KNIGHT, WARRIOR, CRUSADER, SAVIOUR, SUPERHERO, SOLDIER, WINNER Natural tendency to rescue, to get others out of trouble, empathetic, compassionate. BRIEF DESCRIPTION Heroes engage in fights like Warriors, but for them the fight is only a means to an end, rather than an end in itself; Heroes have to defeat another party to save somebody or something: the rescue is the essential issue; bravely facing opponent(s) they need to defeat, they slay dragons, rescue princesses, save kingdoms; they are on the light side battling the dark side. BRAND ARCHETYPE Brands that help somebody who is in trouble; that provide a lifeline; that provide an unexpected solution; that are going into battle to save somebody DRIVER To rescue TARGET SEGMENT Consumers who are lost and need to be rescued; who cannot resolve a challenge or problem by themselves; who don’t feel confident about their own ability to cope; or who want to join a brand in saving somebody or something. SHADOW ARCHETYPE Conqueror, Subjugator, Ruthlessness, Obsession Heroes who have crossed into Shadow Territory still rescue – but they don’t set free who or what they have rescued, but rather keep it for themselves; they have become Conquerors or Subjugators.
The Outlaw “Rules are meant to be broken” Core Desire: Revenge or Revolution. Overcome adversity Goal: To destroy what is not working (for the outlaw or society) Fear: Being powerless, trivialized, inconsequential Strategy: Disrupt, destroy or shock, questioning. Challenging the status quo Trap: To go over to the dark side, criminality Gift: Outrageousness, radical, freedom
The Outlaw
The Outlaw
The Outlaw Archetype May Resonate If… §  Customers and employees are feeling very disaffiliated from society or identify with values at odds with those of society at large §  The function of your product is to destroy something (actually, like a bulldozer, or virtually, like many video games) or is genuinely revolutionary §  Your product is not very good for people, so that using it is akin to thumbing your nose at society’s ideas of what constitutes health §  Your product helps retain values that are threatened by prevailing ones or pioneers new and revolutionary attitudes §  Your product’s price is low to moderate
The Outlaw REBEL, REVOLUTIONARY, WILD MAN / WOMAN, MISFIT Breaking rules to achieve a better or fairer outcome, purposeful, goal orientated. BRIEF DESCRIPTION Outlaws break rules they do not accept, but they don’t necessarily have poor values – they break rules to achieve a positive outcome (e.g., Robin Hood); they are considerate and not naturally aggressive; they are purposeful and resourceful and will stick to their goal and find ways of achieving it; they often find widespread support for their actions and what they stand for, even though they are not staying within generally accepted rules. BRAND ARCHETYPE Brands that battle for those who are treated unfairly or suffer from inequalities; brands that attempt to balance the scales; that offer the average person something that may otherwise have been reserved for an elite. DRIVER To battle unfairness or inequalities. TARGET SEGMENT Consumers who feel they are disadvantaged; that they don’t have access to many products or services because they are not affordable; who feel that they get ripped off by leading products or services; who will support a brand that works towards levelling the playing field. SHADOW ARCHETYPE Bandit – Criminal or Evil Behaviour When Outlaws lose sight of the greater good they are pursuing, they enter Shadow Territory and become Bandits; they harm society, community or other individuals for their own benefit or engage in illegal acts simply to exercise and feel power over others.
The Magician “It can happen” Core Desire: Knowledge of the fundamental laws of how the world or universe works Goal: Make dreams come true Fear: Unanticipated negative consequences Strategy: Develop vision and live it. Building environment conducive for creativity and innovation Trap: Becoming manipulative Gift: Finding win-win outcomes, designing extraordinary outcomes
The Magician
The Magician
The Magician Archetype May Resonate If… §  The product or service is transformative §  Its implicit promise is to transform the customer §  It appeals to New Age consumers or cultural creative's §  It helps to expand or extend consciousness §  It is a user-friendly technology §  It has a spiritual or psychological component §  It is a new and very contemporary product §  It is medium to high priced
The Regular Guy/ Gal “all men and women are created equal” Core Desire: Connection with others Goal: To belong, fit in Fear: Standing out, seeming to put on airs, and being exiled or rejected as a result Strategy: Develop ordinary solid virtues, the common torch, blend in. Networking Trap: Give up self to blend in, in exchange for only a superficial connection Gift: Realising empathy, lack of pretence, collaboration
The Regular Guy/ Gal
The Regular Guy/ Gal
The Regular Guy/ Gal May Resonate If… §  Whose use helps people belong or feel that they belong §  Whose function is something used commonly in everyday life §  With pricing that is moderate to low (or that is an upscale version of a product that would ordinarily be inexpensive) §  Produced or sold by a company with a down-home organizational culture, and §  That want to differentiate themselves in a positive way from a higher priced or more elitist brand
The Regular Guy/ Gal EVERYMAN / EVERYWOMAN, COMMON MAN, THE PERSON NEXT DOOR, SOLID CITIZEN, GOOD NEIGHBOUR, ONE OF THE BOYS Reliable, predictable, taking care of business BRIEF DESCRIPTION Regular Guy or Girl takes care of business while others may pursue higher goals and aspirations; they are absolutely necessary for the functioning of communities and societies; they are reliable, but not servile, predictable but not boring, capable but not boring, capable but not masterful; they are positive and well set in their roles, innately understanding that they are making an important contribution despite their apparent lack of significance. BRAND ARCHETYPE Brands that don’t play a high profile role, but that fulfil a necessary role; brands that quietly deliver day after day without fail, without getting attention. DRIVER To keep things going. TARGET SEGMENT Consumers who value the basics that make everyday life possible; who would be receptive to a message reminding them of how important these brands and products are. SHADOW ARCHETYPE Despairer, Victim (who is willing to be abused) When the Regular Guys actions become routine and habit, carried out with no commitment, no pride, no purpose, no feeling of importance, no benefit, no goal, the Regular Guy enters Shadow Territory; exhaustion, dissatisfaction, routine, apathy and lethargy are the characteristics of the weary and lacklustre Despairer.
The Lover “I only have eyes for you” Core Desire: Attain intimacy and experience sensual pleasure Goal: Being in a relationship with the people, the work, the experiences, the surroundings they love Fear: Being alone, a wallflower, unwanted, unloved Strategy: Become more and more attractive, physically, emotionally, and in every other way. Visualisation Trap: Doing anything and everything to attract and please others, losing identity Gift: Passion, gratitude, appreciation, relaxation commitment. State Management
The Lover
The Lover
The Lover Archetype May Resonate If… §  Whose use helps people find love or friendship §  Whose function fosters beauty, communication, or closeness between people or is associated with sexuality or romance §  With pricing that is moderate to high §  If it is produced or sold by a company with an intimate, elegant organizational culture, as opposed to a massive Ruler hierarchy §  That needs to differentiate itself in a positive way from lower priced brands
The Lover PARTNER, ENTHUSIST, SENSUALIST, SPOUSE, MATCHMAKER, CONNOISSEURS Romantic, emotional, prepared to make sacrifices. BRIEF DESCRIPTION Lovers are high in passion and romance; they act on the basis of emotion rather than reason; if necessary, they will sacrifice their life for their loved one(s); ideally they want to tie their life to the life of the loved one. BRAND ARCHETYPE Brands that are romantic and emotional, typically allow the consumer to feel romantic and loved; brands that may ask for sacrifices in exchange for feeling better about oneself as a lover; brands that promise to attract the attention of desired lovers and to attract them. TARGET SEGMENT Consumers who seek romance in their life or like to be part of, or observe, romance; consumers who are responsive to strong emotional, romantic messages and feelings; consumers who want to attract their lover/s and feel they can benefit from a brand that promises to make them more attractive. SHADOW ARCHETYPE Obsessive, Promiscuity, Jealousy, Envy When Lovers become obsessive, they become unreasonable and dissatisfied; they still act on the basis of emotions, but the emotions have turned from positive to negative and the ideal of harmony has been replaced with the concept of possession.
The Jester “If I can’t dance, I don’t want to be part of your revolution” Core Desire: To live in the moment with full enjoyment Goal: To have a great time and lighten up the world Fear: Boredom or being boring Strategy: Play, make things, make jokes, be funny Trap: Frittering away one’s life Gift: Joy, experimentation
The Jester
The Jester
The Jester Archetype May Resonate If… §  Whose use helps people belong or feel that they belong §  Whose function helps people have a good time §  With pricing that is moderate to low §  Produced and/or sold by a company with a fun-loving, freewheeling organizational culture §  That need to be differentiated from a self-important, overconfident established brand
The Jester JOKER, FOOL, COMEDIAN, TRICKSTER, ENTERTAINER, CURIOUS Irreverent, witty, questioning. BRIEF DESCRIPTION Like Larrikins, Jesters are irreverent and witty, but they have a specific objective: to question thinking, traditions, habits, processes and anything else that is simply accepted by others without thinking; Jesters make people take note and get them to think, leading often to change; Jesters are generally like and even when their role as a change agent is not understood, they are given license to make their witty and irreverent comments; they are smart and understand the role they play. BRAND ARCHETYPE Brands that question current thinking, standards, the way things are done, the values we express or uphold, et cetera; brands that highlight issues, rather than fight for a change or present new ways. DRIVER To question commonly accepted thinking, norms, habits and rules. TARGET SEGMENT Consumers who like to challenge today’s thinking; like to analyse, review, like to have their own thinking challenged; like brands that are not run of the mill, that don’t make the same standard assumptions as other brands, that challenge today’s thinking. SHADOW ARCHETYPE Trickster – self indulgence, mean spirited Jesters who use their natural abilities and the informal power these abilities provide them with for personal goals enter Shadow Territory; they are scheming and phoney and can’t be trusted.
The Creator “if it can be imagined, it can be created” Core Desire: Create something of enduring value Goal: Give form to a vision Fear: Having a mediocre vision or execution Strategy: Develop artistic control and skill. Associational thinking Task: Create culture, expression, vision Trap: Perfectionism, miscreation Gift: Re-expression and imagination
The Creator
The Creator
The Creator Archetype May Resonate If… §  If your product’s function encourages self-expression, provides the customer with choices and options, helps foster innovation, or is artistic in design §  In a creative field, like marketing, public relations, the arts, technological innovation (such as software development) §  When you are seeking to differentiate it from a brand that “does it all” for the customer, leaving a little room for choice §  When a do-it-yourself element saves the customer money §  If your customers have enough discretionary time for creativity to flourish §  If your organization has a creator culture
The Creator Archetype May Resonate If… INITIATOR, PIONEER, ARTIST, INVENTOR Creative, innovative, powerful, purposeful. BRIEF DESCRIPTION Creators are innovative and creative and have the power to surprise and delight through their creations; they tend to be focused and purposeful; their contributions are positive and add to the life of others. BRAND ARCHETYPE Brands that offer something that is really new – a new way of doing something, a new something to do; brands that break convention, that bring disruptive innovation to product categories or areas of the consumer’s life; brands that are not just offering innovative features, but quantum leaps; brands that allow the consumer to do something that has not been possible before. DRIVER To create something new with enduring value. TARGET SEGMENT Consumers who value innovation; who value the excitement or benefits of a new way of doing something, even if this means changing habits or learning some new skills; consumers who value being able to do new things, to engage in new activities that have never before been possible. SHADOW ARCHETYPE Dr Frankenstein, Over Dramatic (living a soap opera) When Creators use their powers to create instruments of death and destruction, when they create obstacles and barriers, they have entered Shadow Territory; Frankenstein’s’ are driven by their own benefit or serve the dark side.
The Ruler “Power isn’t everything, it’s the only thing” Core Desire: Control Goal: Create a prosperous, successful family, company, community Fear: Chaos, being overthrown Strategy: Exert leadership, project teams Trap: Being bossy, authorization Gift: Responsibility, direction
The Ruler
The Ruler
The Ruler Archetype May Resonate If… §  A high-status product used by powerful people to enhance their power §  A product that helps people be more organized §  A product or service that can offer a lifetime guarantee §  Services that offer technical assistance or information that helps maintain or enhance power §  An organization with a regulatory or protective function §  A product at the moderate to high price range §  A brand seeking to differentiate from a more populist (Regular Guy/ Gal) one or that is the clear leader in the field §  A field that is relatively stable or a product that promises safety and predictability in a chaotic world
The Ruler PATRIARCH / MATRIARCH, BOSS, KING, QUEEN, ROLE MODEL Dominant, authoritarian, benevolent, expecting absolute loyalty and acceptance. BRIEF DESCRIPTION Patriarchs/Matriarchs lead from a position of power; they tend to be dignified, authoritative, quite often older (although this is not necessarily the case); they are set in their way is the only right way; they punish anyone who does not accept their absolute authority. BRAND ARCHETYPE Brands that set the standards; that make the rules; that dominate their category; that don’t engage in disruptive innovation, but rather like to keep things as they are. DRIVER To rule their world. TARGET SEGMENT Consumers who like to be told because it’s too confusing to work it all out for themselves; who feel secure in the knowledge that there is a dominant brand and believe one cannot go wrong with such a strong brand, even if it may not offer the latest and best. SHADOW ARCHETYPE Dictator, Godfather, Oppressor, Tyrant Patriarchs/Matriarchs who drift into Shadow Territory become repressive and close-minded; they ruthlessly enforce their will no matter what they might inflict on others; they often become introvert and dark, removing themselves more and more from the richness of life, while creating a small world around them that plays to their absolute power.

More Related Content

PDF
What is your brand personality? Brand Archetypes by Idiom
byidiom Design & Consulting
 
PDF
The Power Of Archetypes In Brand Creation
byBianca Cawthorne
 
PDF
Brand Archetypes
byPowerhouse Advertising
 
PPTX
Archetypes in Branding
byMargaret Hartwell
 
PDF
Archetypes
bypurifiedgenius
 
PDF
Brand Archetypes: The Science Behind Brand Personality
byStephen Houraghan
 
PDF
how brands become icons (intro)
byEndrigo Ramos
 
PDF
Archetipi di Brand: che cosa sono e a cosa servono | Meta Line Digital Agency
byMeta Line
 
What is your brand personality? Brand Archetypes by Idiom
byidiom Design & Consulting
 
The Power Of Archetypes In Brand Creation
byBianca Cawthorne
 
Brand Archetypes
byPowerhouse Advertising
 
Archetypes in Branding
byMargaret Hartwell
 
Archetypes
bypurifiedgenius
 
Brand Archetypes: The Science Behind Brand Personality
byStephen Houraghan
 
how brands become icons (intro)
byEndrigo Ramos
 
Archetipi di Brand: che cosa sono e a cosa servono | Meta Line Digital Agency
byMeta Line
 

What's hot

PDF
Uncovering Brand Archetypes
byEmily Hean
 
PDF
#magneticarchetypes
byMargaret Hartwell
 
PDF
60 Min Brand Strategist NEW
byIdris Mootee
 
PPTX
Business Strategy + Brand Strategy
byVCU Brandcenter
 
PDF
Brand Planning for Clients
byGriffin Farley
 
PDF
IDEA TO IDENTITY: THE DESIGN OF BRAND
bySudio Sudarsan
 
PDF
Consumers insights
byMitya Voskresensky
 
PPTX
Bbdo big idea_today
byLeslie Turley
 
PDF
The big ideaL: Ogilvy's framework for giving brands a purpose
byOgilvy
 
PPTX
Lighthouse Identity Brand Model
byHarry Sharman
 
PPTX
Beloved brands-brand-plan
byPreetam Sakpal
 
PDF
David vs Goliath: Embracing the challenger mindset
byForever Beta
 
PDF
Brand Storytelling
byHunter Territo
 
PDF
Ogilvy DO Brief - Chester's big ideaL
byChester Lau
 
PDF
Creative Brief Example
byAnshuman Mahapatra
 
PDF
Marketing processes for Beyond the MBA
byBeloved Brands Inc.
 
PDF
Brand Storytelling
byBianca Cawthorne
 
PDF
Brand Masterclass Week Six
byIdris Mootee
 
PPTX
Archetypal Branding: How to build a Premium Brand
byDr Nikolaus Eberl | Motivational Intelligence
 
PPT
Branding
bysivasu
 
Uncovering Brand Archetypes
byEmily Hean
 
#magneticarchetypes
byMargaret Hartwell
 
60 Min Brand Strategist NEW
byIdris Mootee
 
Business Strategy + Brand Strategy
byVCU Brandcenter
 
Brand Planning for Clients
byGriffin Farley
 
IDEA TO IDENTITY: THE DESIGN OF BRAND
bySudio Sudarsan
 
Consumers insights
byMitya Voskresensky
 
Bbdo big idea_today
byLeslie Turley
 
The big ideaL: Ogilvy's framework for giving brands a purpose
byOgilvy
 
Lighthouse Identity Brand Model
byHarry Sharman
 
Beloved brands-brand-plan
byPreetam Sakpal
 
David vs Goliath: Embracing the challenger mindset
byForever Beta
 
Brand Storytelling
byHunter Territo
 
Ogilvy DO Brief - Chester's big ideaL
byChester Lau
 
Creative Brief Example
byAnshuman Mahapatra
 
Marketing processes for Beyond the MBA
byBeloved Brands Inc.
 
Brand Storytelling
byBianca Cawthorne
 
Brand Masterclass Week Six
byIdris Mootee
 
Archetypal Branding: How to build a Premium Brand
byDr Nikolaus Eberl | Motivational Intelligence
 
Branding
bysivasu
 

Similar to Archetype team pack

PDF
Brand Connect
bySeeking a Senior Marketing Leadership Role / Consultancy Assignment
 
PDF
Who is your brand?
byLarissa Pickens
 
PDF
Brand Archetypes
byManal GOULLAL
 
PDF
Weekly Assignment 2: Brand Archetypes
byMaggieWalker12
 
PDF
Crafting Magnetic Brand Archetypes for Your Business
byAthanor Publishing
 
KEY
Archetypes
bypurifiedgenius
 
PDF
The hero and the outlaw: a discussion of archetypes
byedward boches
 
PPTX
Brand archetypes from Sol Marketing
byDeb Gabor
 
PDF
Mount Chaos Handbook
byMike Ronkoske
 
PPTX
Dr. Francisco Conejo - Improving Social Media Brand Personas Through Archetypes
byJulia Grosman
 
PDF
Automotive design
byGowtham Subramanian
 
PDF
Archetypes dn may2013
byBrand Manual
 
PDF
Brandarchetypes 150401044855-conversion-gate01
byVera Kovaleva
 
PDF
What is branding? - Acquired Edge
byAcquired Edge
 
PPTX
Who is your brand
byThe Story Lab
 
PDF
Who is your brand?
byFloat.Design
 
PPTX
Who Do You Think You Are?
byNxtbook Media
 
PPT
How Archetypes are used in branding
byKristen
 
PDF
W2 Brand archetypes
byHuahuaLiu
 
PDF
Brand Archetype | An Introduction + Overview
byJohn W. Manley
 
Brand Connect
bySeeking a Senior Marketing Leadership Role / Consultancy Assignment
 
Who is your brand?
byLarissa Pickens
 
Brand Archetypes
byManal GOULLAL
 
Weekly Assignment 2: Brand Archetypes
byMaggieWalker12
 
Crafting Magnetic Brand Archetypes for Your Business
byAthanor Publishing
 
Archetypes
bypurifiedgenius
 
The hero and the outlaw: a discussion of archetypes
byedward boches
 
Brand archetypes from Sol Marketing
byDeb Gabor
 
Mount Chaos Handbook
byMike Ronkoske
 
Dr. Francisco Conejo - Improving Social Media Brand Personas Through Archetypes
byJulia Grosman
 
Automotive design
byGowtham Subramanian
 
Archetypes dn may2013
byBrand Manual
 
Brandarchetypes 150401044855-conversion-gate01
byVera Kovaleva
 
What is branding? - Acquired Edge
byAcquired Edge
 
Who is your brand
byThe Story Lab
 
Who is your brand?
byFloat.Design
 
Who Do You Think You Are?
byNxtbook Media
 
How Archetypes are used in branding
byKristen
 
W2 Brand archetypes
byHuahuaLiu
 
Brand Archetype | An Introduction + Overview
byJohn W. Manley
 

More from Mark Truelson

PDF
The Purpose Driven Organisation
byMark Truelson
 
PDF
Values underpin a purpose driven organisation
byMark Truelson
 
PDF
What archetypal identity is your organisation living?
byMark Truelson
 
PDF
The three steps to disruption
byMark Truelson
 
PDF
Disrupt you (abridged)
byMark Truelson
 
PDF
Who are you?
byMark Truelson
 
PDF
Which archetype is the lead character in your corporate story
byMark Truelson
 
PDF
Seismic
byMark Truelson
 
PDF
Dare to disrupt
byMark Truelson
 
PDF
Bruce & I
byMark Truelson
 
The Purpose Driven Organisation
byMark Truelson
 
Values underpin a purpose driven organisation
byMark Truelson
 
What archetypal identity is your organisation living?
byMark Truelson
 
The three steps to disruption
byMark Truelson
 
Disrupt you (abridged)
byMark Truelson
 
Who are you?
byMark Truelson
 
Which archetype is the lead character in your corporate story
byMark Truelson
 
Seismic
byMark Truelson
 
Dare to disrupt
byMark Truelson
 
Bruce & I
byMark Truelson
 

Recently uploaded

PDF
sufni cp digital marketing ppt presentation
bycpsufni
 
PDF
Online Digital Marketing Training in Hyderabad.pdf
bysriyabojagari1
 
PDF
Coca-Cola Marketing Case Study – Final PPT.pdf
byHeba Adel
 
PDF
Grow-Real-Indian-Followers-Using-SMM-Panel-Instagram-Indian-Followers.pdf
bySMM OWL
 
PDF
10 KIM H SPBM Understanding Product Management.pdf
byRajesh Satpathy, Regional College of Management (RCM), Bhubaneswar
 
PDF
Switzerland Business Email List | Reach Verified Swiss Decision-Makers
byzarawhitefield09
 
PPTX
Meta Ads Complete Guide | Facebook & Instagram Advertising for Beginners
byUmeshChandra385380
 
PDF
Best Digital marketing agency in Australia
byDezifoster
 
PDF
Common Causes of Duplicate Content and How They Impact SEO
byshreyaeta12
 
PDF
A presentation on Marketing Information Systems.pdf
byHeba Adel
 
PPTX
chi square goodness of fit-test statistics 101
bymarkjohnpartusa09
 
PDF
CL 2 KIM H SPBM 2025 - Introduction Basics.pdf
byRajesh Satpathy, Regional College of Management (RCM), Bhubaneswar
 
PPTX
Search Engine Optimization (SEO): Beginner to Advanced Guide
bymumar084461
 
PDF
Best Practices for Acquiring LinkedIn Accounts in 2026.pdf
byBuy Old Facebook Accounts
 
PPTX
AI SEO Trends 2026: GEO, AI Overviews & Brand Visibility
byGaurav Soni
 
PDF
Best Web Development Company in Delhi Expert Solutions for Modern Websites.pdf
bydigiboy279
 
PDF
The Best Platforms for OnlyFans Creator Success in 2026.pdf
byallseoit 143
 
DOCX
Top 19 Locations to Purchase Used Gmail Accounts in the US.docx
byBuy Old Gmail Accounts
 
DOCX
How to Effectively Manage Snapchat Ads Accounts.docx
byBuy Old Facebook Accounts
 
DOCX
Google Ads Initial Setup: Process, Scope, and Best Practices
byDaniel Gotsev
 
sufni cp digital marketing ppt presentation
bycpsufni
 
Online Digital Marketing Training in Hyderabad.pdf
bysriyabojagari1
 
Coca-Cola Marketing Case Study – Final PPT.pdf
byHeba Adel
 
Grow-Real-Indian-Followers-Using-SMM-Panel-Instagram-Indian-Followers.pdf
bySMM OWL
 
10 KIM H SPBM Understanding Product Management.pdf
byRajesh Satpathy, Regional College of Management (RCM), Bhubaneswar
 
Switzerland Business Email List | Reach Verified Swiss Decision-Makers
byzarawhitefield09
 
Meta Ads Complete Guide | Facebook & Instagram Advertising for Beginners
byUmeshChandra385380
 
Best Digital marketing agency in Australia
byDezifoster
 
Common Causes of Duplicate Content and How They Impact SEO
byshreyaeta12
 
A presentation on Marketing Information Systems.pdf
byHeba Adel
 
chi square goodness of fit-test statistics 101
bymarkjohnpartusa09
 
CL 2 KIM H SPBM 2025 - Introduction Basics.pdf
byRajesh Satpathy, Regional College of Management (RCM), Bhubaneswar
 
Search Engine Optimization (SEO): Beginner to Advanced Guide
bymumar084461
 
Best Practices for Acquiring LinkedIn Accounts in 2026.pdf
byBuy Old Facebook Accounts
 
AI SEO Trends 2026: GEO, AI Overviews & Brand Visibility
byGaurav Soni
 
Best Web Development Company in Delhi Expert Solutions for Modern Websites.pdf
bydigiboy279
 
The Best Platforms for OnlyFans Creator Success in 2026.pdf
byallseoit 143
 
Top 19 Locations to Purchase Used Gmail Accounts in the US.docx
byBuy Old Gmail Accounts
 
How to Effectively Manage Snapchat Ads Accounts.docx
byBuy Old Facebook Accounts
 
Google Ads Initial Setup: Process, Scope, and Best Practices
byDaniel Gotsev
 

Archetype team pack

  • 2.
  • 3.
    Archetypes For a moredetailed look at Archetypes, please refer to “The Hero and the Outlaw” by Margaret Mark and Carol S. Pearson Otherwise, this presentation will suffice
  • 4.
    Role Of Archetypes ArchetypeHelps People Brand Example Creator Express themselves Crayola Caregiver Care for others Volvo Ruler Exert control Rolex Jester Have a good time M & M’s Regular Guy/Gal Fit in NRL/AFL Lover Find and give love Lavazza Hero/Heroine Act courageously Nike Outlaw Break the rules Harley Davidson Magician Transform themselves Lynx Innocent Retain or renew faith Disney Explorer Discover themselves Lonely Planet Sage Understand the world The Economist
  • 5.
  • 6.
    The Caregiver Love yourneighbor as yourself Core Desire: Protect people from harm Goal: To help others Fear: Selfishness, ingratitude Strategy: Do things for others Trap: Martyrdom or self, entrapment of others Gift: Compassion, generosity
  • 7.
  • 8.
  • 9.
    The Caregiver ArchetypeMay Resonate If… §  For which customer service provides the competitive advantage §  That provide support to families (from fast food to minivans) or that are associated with nurturance (such as cookies) §  For services in the health care, education, and other caregiving fields (including politics) §  That help people stay connected with and care about one another §  That help people care for themselves §  For non-profit causes and charitable activities
  • 10.
    The Caregiver SAINT, ALTRUIST,PARENT, HELPER Altruistic, giving, making sacrifices for others. BRIEF DESCRIPTION Caregivers are taking care of others; they are altruistic, helpful, and willing to sacrifice their own interests for others; unlike Guardians who tend to protect according to certain principles or rules, the Caregiver leads from the heart and with compassion. BRAND ARCHETYPE Brands that help consumers with their problems; that care about the consumer; that allow consumers to take on the role of Caregivers through them, i.e., to support the brand that has a Caregiver role, e.g., through philanthropic giving. DRIVER To help. – protect and care for others TARGET SEGMENT Consumers who want to be cared for, who feel weak and feeble or believe they have a significant disadvantage or problem they need a caring hand with; consumers who believe strongly that it is important to care for others; consumers who want to associate themselves with brands that are Caregivers and may even be involved in the brand’s activities. SHADOW ARCHETYPE Tormentor, Bully When Caregivers become too dominant and place their own will above that of the cared for, they become Tormentors; they take away the rights of the people they are caring for, replacing them with their absolute authority, which is exercised in the belief that they know better. Martyr – guilt tripping When Caregivers sacrifice themselves in the process of giving care, they become Martyrs.
  • 11.
    The Innocent “Free tobe you and me” Core Desire: To experience paradise Goal: To be happy Fear: Doing something wrong or bad that will provoke punishment. Boredom Strategy: Do things right, experience new things, look through the eyes of a child. Questioning Gift: Faith, curiosity and optimism. Fresh perspectives.
  • 12.
  • 13.
    The Innocent ArchetypeResonates If… §  Your product offers a simple solution to an identifiable problem §  Your product is associated with goodness, health, morality, simplicity, nostalgia or childhood §  Your product is produced by a company with straightforward values §  Your product needs to be differentiated from brands / products with negative associations §  Your product is low or moderately priced §  Your product is derived mainly from core values and integrity, not outer experiences §  Your organization has an Innocent culture.
  • 14.
    The Innocent MAIDEN /UTOPIAN / MYSTIC / SAINT / ROMANTIC / DREAMER – “Free to be you and me” Innocent, blameless, incorruptible, lives in ideal world, pure, virtuous, strong values. Greatest Gift – Faith & Optimism Strategy – Do the right thing BRIEF DESCRIPTION Innocents are pure and innocent, often living in a world where ideals replace reality; Innocents belief in the ‘fundamental good’ in people; they are caring, strong on emotions and have strong values. Innocents greatest fear is doing something bad or wrong that will provoke punishment BRAND ARCHETYPE Brands that stand for something innocent and fundamentally good; that offer the consumer an opportunity to feel innocent and good; that tend to be somewhat romantic. DRIVER A belief in the fundamental good. Experience paradise TARGET SEGMENT Consumers who want to preserve the ideal of innocence in their hearts; who are touched by the innocence of brands; who want to see the world with rose coloured glasses. SHADOW ARCHETYPE Lost Soul, Orphan – denial, repression, naivety When Innocents are suffering from the gap between their idealized world and the harsh reality of human nature., they enter Shadow Territory and become Lost Souls; they feel abandoned and vulnerable, lost and frightened. In short, they feel out of place in this world and cannot cope with reality.
  • 15.
    The Explorer “don’t fenceme in” Core Desire: The freedom to find out who you are through exploring the world Goal: To experience a better, more authentic, more fulfilling life Greatest Fear: Getting trapped, conforming, inner emptiness, non-being Strategy: Journey, seek out and experience new things, escape from entrapment and boredom. Observing Trap: Aimless wondering, becoming a misfit Gift: Autonomy, ambition, ability to be true to one’s own soul
  • 16.
  • 17.
  • 18.
    The Explorer ArchetypeMay Resonates If… §  Your product helps people feel free, is nonconformist or is pioneering in some way §  Your product is rugged and sturdy or is appropriate for use in nature, on the road, or in dangerous settings or occupations §  Your product can be purchased from a catalogue, the Internet, or another alternative source. §  Your product helps people express their individuality (e.g. fashion, furnishings). §  Your product can be purchased and consumed “on the go”. §  You seek to differentiate your brand from a successful Regular Guy/Gal or other more conformist brand. §  Your organization has an Explorer culture.
  • 19.
    The Explorer SEEKER, WANDERER,PILGRIM, ADVENTURER Seeking knowledge or understanding of something that is not currently known; often searching for self-understanding, seeking new experiences that expose strengths, weaknesses and boundaries. BRIEF DESCRIPTION To discover themselves – they are on a tour of discovery, searching for self-knowledge or understanding; the many activities Explorers get involved in serve only one purpose: to lean more about themselves by exploring their limits and understanding how they cope with various challenges; they tend to explore new territory, break new ground, push the envelope and superficially they may look like Adventurers, but the latter seek the thrills while Explorers seeks a deeper understanding of themselves. BRAND ARCHETYPE Brands that seek to understand themselves or offer consumers an opportunity to understand themselves; brands that challenge the consumer, that demand that consumer learns new skills or deals with new situations. DRIVER Self-knowledge and freedom through exploration TARGET SEGMENT Consumers who are seeking an understanding of themselves; who want stimulation as a means of finding out more about themselves. SHADOW ARCHETYPE Obsessed, Driven, Alienated, Aimlessly Wandering When Explorers get lost in their search for self discovery they either explore the dark side or they simply get restless and driven, finding no peace, drifting through life aimlessly without being able to grasp what they are searching for.
  • 20.
    The Sage “The truthwill set you free” Core Desire: The discovery of truth Goal: To use intelligence and analysis to understand the world Fear: Being duped, misled, ignorance Strategy: Seek out information and knowledge; become self reflective and understand thinking processes. Facilitation Trap: Can study issues forever and never act Gift: Wisdom, intelligence. Storytelling, detective like intuition, signalling
  • 21.
  • 22.
  • 23.
    The Sage ArchetypeMay Resonate If… §  It provides expertise or information to your customers §  It encourages customers or client to think §  The brand is based on a new scientific breakthrough or esoteric knowledge §  The quality of the brand is supported by hard data §  You are differentiating the product from others whose quality performance is questionable
  • 24.
    The Sage GURU, SPIRITUALLEADER, MENTOR, SCHOLAR, EXPERT, ORACLE, PHILOSOPHER, THINKER, PLANNER, TEACHER Wise, insightful, mentoring. BRIEF DESCRIPTION Sages can see what escapes others; they have a deep understanding, are insightful, with an important mentoring role – without mentoring the Sage lacks energy and dynamism. BRAND ARCHETYPE Brands that stand for wisdom, that offer useful insights, that help the consumer to become wiser; brands that can be trusted and that make an impact on the consumer’s life; brands that are not just selling themselves, but are honestly trying to impart wisdom. DRIVER To understand and help others to understand. TARGET SEGMENT Consumers who seek meaning or understanding, insights and wisdom. SHADOW ARCHETYPE Hermit, Dogmatism, Ivory Tower, Disconnection When Sages withdraw from the real world, they become isolated and irrelevant; they start to live in an imaginary world; the lack of mentoring leads to a loss in energy; the Hermit in a cave is a typical image for this shadow archetype.
  • 25.
    The Hero “where there’sa will, there’s a way” Core Desire: Prove one’s worth through courageous and difficult action Goal: Exert mastery in a way that improves the world Fear: Weakness, vulnerability, ‘wimping out’, barriers Strategy: Become as strong, competent and powerful as you are capable of being. Getting the job done. Risk taking Trap: Arrogance, developing a need for there always to be an enemy Gift: Competence, courage and momentum
  • 26.
  • 27.
  • 28.
    The Hero MayResonate If… §  You have an invention or innovation that will have a major impact on the world §  Your product helps people perform at their upper limit §  You are addressing a major social problem and asking people to step up to the plate to help address it §  You have a clear opponent or competitor you want to beat §  You are the underdog and want to rival the competition §  The strength of your product or service is its ability to do a tough job efficiently and well §  You need to differentiate your product from one that has problems with follow-through §  Your customer base identifies itself as good, moral citizens
  • 29.
    The Hero/ Heroine RESCUER,WHITE KNIGHT, WARRIOR, CRUSADER, SAVIOUR, SUPERHERO, SOLDIER, WINNER Natural tendency to rescue, to get others out of trouble, empathetic, compassionate. BRIEF DESCRIPTION Heroes engage in fights like Warriors, but for them the fight is only a means to an end, rather than an end in itself; Heroes have to defeat another party to save somebody or something: the rescue is the essential issue; bravely facing opponent(s) they need to defeat, they slay dragons, rescue princesses, save kingdoms; they are on the light side battling the dark side. BRAND ARCHETYPE Brands that help somebody who is in trouble; that provide a lifeline; that provide an unexpected solution; that are going into battle to save somebody DRIVER To rescue TARGET SEGMENT Consumers who are lost and need to be rescued; who cannot resolve a challenge or problem by themselves; who don’t feel confident about their own ability to cope; or who want to join a brand in saving somebody or something. SHADOW ARCHETYPE Conqueror, Subjugator, Ruthlessness, Obsession Heroes who have crossed into Shadow Territory still rescue – but they don’t set free who or what they have rescued, but rather keep it for themselves; they have become Conquerors or Subjugators.
  • 30.
    The Outlaw “Rules aremeant to be broken” Core Desire: Revenge or Revolution. Overcome adversity Goal: To destroy what is not working (for the outlaw or society) Fear: Being powerless, trivialized, inconsequential Strategy: Disrupt, destroy or shock, questioning. Challenging the status quo Trap: To go over to the dark side, criminality Gift: Outrageousness, radical, freedom
  • 31.
  • 32.
  • 33.
    The Outlaw ArchetypeMay Resonate If… §  Customers and employees are feeling very disaffiliated from society or identify with values at odds with those of society at large §  The function of your product is to destroy something (actually, like a bulldozer, or virtually, like many video games) or is genuinely revolutionary §  Your product is not very good for people, so that using it is akin to thumbing your nose at society’s ideas of what constitutes health §  Your product helps retain values that are threatened by prevailing ones or pioneers new and revolutionary attitudes §  Your product’s price is low to moderate
  • 34.
    The Outlaw REBEL, REVOLUTIONARY,WILD MAN / WOMAN, MISFIT Breaking rules to achieve a better or fairer outcome, purposeful, goal orientated. BRIEF DESCRIPTION Outlaws break rules they do not accept, but they don’t necessarily have poor values – they break rules to achieve a positive outcome (e.g., Robin Hood); they are considerate and not naturally aggressive; they are purposeful and resourceful and will stick to their goal and find ways of achieving it; they often find widespread support for their actions and what they stand for, even though they are not staying within generally accepted rules. BRAND ARCHETYPE Brands that battle for those who are treated unfairly or suffer from inequalities; brands that attempt to balance the scales; that offer the average person something that may otherwise have been reserved for an elite. DRIVER To battle unfairness or inequalities. TARGET SEGMENT Consumers who feel they are disadvantaged; that they don’t have access to many products or services because they are not affordable; who feel that they get ripped off by leading products or services; who will support a brand that works towards levelling the playing field. SHADOW ARCHETYPE Bandit – Criminal or Evil Behaviour When Outlaws lose sight of the greater good they are pursuing, they enter Shadow Territory and become Bandits; they harm society, community or other individuals for their own benefit or engage in illegal acts simply to exercise and feel power over others.
  • 35.
    The Magician “It canhappen” Core Desire: Knowledge of the fundamental laws of how the world or universe works Goal: Make dreams come true Fear: Unanticipated negative consequences Strategy: Develop vision and live it. Building environment conducive for creativity and innovation Trap: Becoming manipulative Gift: Finding win-win outcomes, designing extraordinary outcomes
  • 36.
  • 37.
  • 38.
    The Magician ArchetypeMay Resonate If… §  The product or service is transformative §  Its implicit promise is to transform the customer §  It appeals to New Age consumers or cultural creative's §  It helps to expand or extend consciousness §  It is a user-friendly technology §  It has a spiritual or psychological component §  It is a new and very contemporary product §  It is medium to high priced
  • 39.
    The Regular Guy/Gal “all men and women are created equal” Core Desire: Connection with others Goal: To belong, fit in Fear: Standing out, seeming to put on airs, and being exiled or rejected as a result Strategy: Develop ordinary solid virtues, the common torch, blend in. Networking Trap: Give up self to blend in, in exchange for only a superficial connection Gift: Realising empathy, lack of pretence, collaboration
  • 40.
  • 41.
  • 42.
    The Regular Guy/Gal May Resonate If… §  Whose use helps people belong or feel that they belong §  Whose function is something used commonly in everyday life §  With pricing that is moderate to low (or that is an upscale version of a product that would ordinarily be inexpensive) §  Produced or sold by a company with a down-home organizational culture, and §  That want to differentiate themselves in a positive way from a higher priced or more elitist brand
  • 43.
    The Regular Guy/Gal EVERYMAN / EVERYWOMAN, COMMON MAN, THE PERSON NEXT DOOR, SOLID CITIZEN, GOOD NEIGHBOUR, ONE OF THE BOYS Reliable, predictable, taking care of business BRIEF DESCRIPTION Regular Guy or Girl takes care of business while others may pursue higher goals and aspirations; they are absolutely necessary for the functioning of communities and societies; they are reliable, but not servile, predictable but not boring, capable but not boring, capable but not masterful; they are positive and well set in their roles, innately understanding that they are making an important contribution despite their apparent lack of significance. BRAND ARCHETYPE Brands that don’t play a high profile role, but that fulfil a necessary role; brands that quietly deliver day after day without fail, without getting attention. DRIVER To keep things going. TARGET SEGMENT Consumers who value the basics that make everyday life possible; who would be receptive to a message reminding them of how important these brands and products are. SHADOW ARCHETYPE Despairer, Victim (who is willing to be abused) When the Regular Guys actions become routine and habit, carried out with no commitment, no pride, no purpose, no feeling of importance, no benefit, no goal, the Regular Guy enters Shadow Territory; exhaustion, dissatisfaction, routine, apathy and lethargy are the characteristics of the weary and lacklustre Despairer.
  • 44.
    The Lover “I onlyhave eyes for you” Core Desire: Attain intimacy and experience sensual pleasure Goal: Being in a relationship with the people, the work, the experiences, the surroundings they love Fear: Being alone, a wallflower, unwanted, unloved Strategy: Become more and more attractive, physically, emotionally, and in every other way. Visualisation Trap: Doing anything and everything to attract and please others, losing identity Gift: Passion, gratitude, appreciation, relaxation commitment. State Management
  • 45.
  • 46.
  • 47.
    The Lover ArchetypeMay Resonate If… §  Whose use helps people find love or friendship §  Whose function fosters beauty, communication, or closeness between people or is associated with sexuality or romance §  With pricing that is moderate to high §  If it is produced or sold by a company with an intimate, elegant organizational culture, as opposed to a massive Ruler hierarchy §  That needs to differentiate itself in a positive way from lower priced brands
  • 48.
    The Lover PARTNER, ENTHUSIST,SENSUALIST, SPOUSE, MATCHMAKER, CONNOISSEURS Romantic, emotional, prepared to make sacrifices. BRIEF DESCRIPTION Lovers are high in passion and romance; they act on the basis of emotion rather than reason; if necessary, they will sacrifice their life for their loved one(s); ideally they want to tie their life to the life of the loved one. BRAND ARCHETYPE Brands that are romantic and emotional, typically allow the consumer to feel romantic and loved; brands that may ask for sacrifices in exchange for feeling better about oneself as a lover; brands that promise to attract the attention of desired lovers and to attract them. TARGET SEGMENT Consumers who seek romance in their life or like to be part of, or observe, romance; consumers who are responsive to strong emotional, romantic messages and feelings; consumers who want to attract their lover/s and feel they can benefit from a brand that promises to make them more attractive. SHADOW ARCHETYPE Obsessive, Promiscuity, Jealousy, Envy When Lovers become obsessive, they become unreasonable and dissatisfied; they still act on the basis of emotions, but the emotions have turned from positive to negative and the ideal of harmony has been replaced with the concept of possession.
  • 49.
    The Jester “If Ican’t dance, I don’t want to be part of your revolution” Core Desire: To live in the moment with full enjoyment Goal: To have a great time and lighten up the world Fear: Boredom or being boring Strategy: Play, make things, make jokes, be funny Trap: Frittering away one’s life Gift: Joy, experimentation
  • 50.
  • 51.
  • 52.
    The Jester ArchetypeMay Resonate If… §  Whose use helps people belong or feel that they belong §  Whose function helps people have a good time §  With pricing that is moderate to low §  Produced and/or sold by a company with a fun-loving, freewheeling organizational culture §  That need to be differentiated from a self-important, overconfident established brand
  • 53.
    The Jester JOKER, FOOL,COMEDIAN, TRICKSTER, ENTERTAINER, CURIOUS Irreverent, witty, questioning. BRIEF DESCRIPTION Like Larrikins, Jesters are irreverent and witty, but they have a specific objective: to question thinking, traditions, habits, processes and anything else that is simply accepted by others without thinking; Jesters make people take note and get them to think, leading often to change; Jesters are generally like and even when their role as a change agent is not understood, they are given license to make their witty and irreverent comments; they are smart and understand the role they play. BRAND ARCHETYPE Brands that question current thinking, standards, the way things are done, the values we express or uphold, et cetera; brands that highlight issues, rather than fight for a change or present new ways. DRIVER To question commonly accepted thinking, norms, habits and rules. TARGET SEGMENT Consumers who like to challenge today’s thinking; like to analyse, review, like to have their own thinking challenged; like brands that are not run of the mill, that don’t make the same standard assumptions as other brands, that challenge today’s thinking. SHADOW ARCHETYPE Trickster – self indulgence, mean spirited Jesters who use their natural abilities and the informal power these abilities provide them with for personal goals enter Shadow Territory; they are scheming and phoney and can’t be trusted.
  • 54.
    The Creator “if itcan be imagined, it can be created” Core Desire: Create something of enduring value Goal: Give form to a vision Fear: Having a mediocre vision or execution Strategy: Develop artistic control and skill. Associational thinking Task: Create culture, expression, vision Trap: Perfectionism, miscreation Gift: Re-expression and imagination
  • 55.
  • 56.
  • 57.
    The Creator ArchetypeMay Resonate If… §  If your product’s function encourages self-expression, provides the customer with choices and options, helps foster innovation, or is artistic in design §  In a creative field, like marketing, public relations, the arts, technological innovation (such as software development) §  When you are seeking to differentiate it from a brand that “does it all” for the customer, leaving a little room for choice §  When a do-it-yourself element saves the customer money §  If your customers have enough discretionary time for creativity to flourish §  If your organization has a creator culture
  • 58.
    The Creator ArchetypeMay Resonate If… INITIATOR, PIONEER, ARTIST, INVENTOR Creative, innovative, powerful, purposeful. BRIEF DESCRIPTION Creators are innovative and creative and have the power to surprise and delight through their creations; they tend to be focused and purposeful; their contributions are positive and add to the life of others. BRAND ARCHETYPE Brands that offer something that is really new – a new way of doing something, a new something to do; brands that break convention, that bring disruptive innovation to product categories or areas of the consumer’s life; brands that are not just offering innovative features, but quantum leaps; brands that allow the consumer to do something that has not been possible before. DRIVER To create something new with enduring value. TARGET SEGMENT Consumers who value innovation; who value the excitement or benefits of a new way of doing something, even if this means changing habits or learning some new skills; consumers who value being able to do new things, to engage in new activities that have never before been possible. SHADOW ARCHETYPE Dr Frankenstein, Over Dramatic (living a soap opera) When Creators use their powers to create instruments of death and destruction, when they create obstacles and barriers, they have entered Shadow Territory; Frankenstein’s’ are driven by their own benefit or serve the dark side.
  • 59.
    The Ruler “Power isn’teverything, it’s the only thing” Core Desire: Control Goal: Create a prosperous, successful family, company, community Fear: Chaos, being overthrown Strategy: Exert leadership, project teams Trap: Being bossy, authorization Gift: Responsibility, direction
  • 60.
  • 61.
  • 62.
    The Ruler ArchetypeMay Resonate If… §  A high-status product used by powerful people to enhance their power §  A product that helps people be more organized §  A product or service that can offer a lifetime guarantee §  Services that offer technical assistance or information that helps maintain or enhance power §  An organization with a regulatory or protective function §  A product at the moderate to high price range §  A brand seeking to differentiate from a more populist (Regular Guy/ Gal) one or that is the clear leader in the field §  A field that is relatively stable or a product that promises safety and predictability in a chaotic world
  • 63.
    The Ruler PATRIARCH /MATRIARCH, BOSS, KING, QUEEN, ROLE MODEL Dominant, authoritarian, benevolent, expecting absolute loyalty and acceptance. BRIEF DESCRIPTION Patriarchs/Matriarchs lead from a position of power; they tend to be dignified, authoritative, quite often older (although this is not necessarily the case); they are set in their way is the only right way; they punish anyone who does not accept their absolute authority. BRAND ARCHETYPE Brands that set the standards; that make the rules; that dominate their category; that don’t engage in disruptive innovation, but rather like to keep things as they are. DRIVER To rule their world. TARGET SEGMENT Consumers who like to be told because it’s too confusing to work it all out for themselves; who feel secure in the knowledge that there is a dominant brand and believe one cannot go wrong with such a strong brand, even if it may not offer the latest and best. SHADOW ARCHETYPE Dictator, Godfather, Oppressor, Tyrant Patriarchs/Matriarchs who drift into Shadow Territory become repressive and close-minded; they ruthlessly enforce their will no matter what they might inflict on others; they often become introvert and dark, removing themselves more and more from the richness of life, while creating a small world around them that plays to their absolute power.