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Archetypes	
  and	
  Brand
What	
  is	
  an	
  archetype?

Definition = A model that other things can be patterned on. The perfect example of a type or group.
   For brand purposes, begin by thinking of archetype as a “typecast” or “personality type.”

“The concept of archetypes was borrowed by Jung from classic sources. In Sanskrit, they were called
   ‘subjectively known forms’.
     Carl Jung was the first to call them “archetypes.”

“Archetypal psychology helps us understand the intrinsic meaning of product
   categories and consequently helps marketers create enduring brand identities
   that establish market dominance, evoke and deliver meaning to customers,
   and inspire customer loyalty -- all, potentially, in socially responsible
   ways.” (Carol Pearson and Margaret Mark, The Hero and the Outlaw)
Campbell’s	
  Character	
  Archetypes	
  
                                                  (in	
  Stories)
Hero	
  -­‐-­‐	
  Main	
  character,	
  sent	
  onto	
  adventure	
  into	
  new	
  world
An4-­‐hero	
  -­‐-­‐	
  Main	
  character,	
  but	
  with	
  a	
  weakness	
  of	
  character	
  or	
  a	
  personality	
  flaw	
  that	
  prevents	
  his	
  a:ainment	
  of	
  success
Herald	
  -­‐-­‐	
  the	
  hero’s	
  trusted	
  companion
Mentor	
  -­‐-­‐	
  Wise	
  being,	
  filled	
  with	
  power	
  and	
  mystery.	
  Gives	
  hero	
  strength,	
  skills,	
  or	
  knowledge	
  needed	
  to	
  survive	
  his/her	
  quest.	
  PaEent	
  and	
  caring.
Shadow	
  -­‐-­‐	
  Foe	
  who	
  works	
  in	
  opposiEon	
  to	
  hero.	
  OHen	
  gives	
  insight	
  into	
  the	
  inner	
  turmoil	
  of	
  the	
  hero.
Shape-­‐shi:er	
  -­‐-­‐	
  Unreliable	
  character	
  who	
  changes	
  (physically	
  and/or	
  psychologically)	
  through	
  the	
  story.	
  Creates	
  tension	
  and	
  suspense	
  in	
  story,	
  by	
  
     creaEng	
  confusion	
  or	
  temptaEon	
  for	
  the	
  hero.
Trickster	
  -­‐-­‐	
  Force	
  of	
  change	
  in	
  the	
  universe.	
  Seems	
  like	
  innocent	
  jester,	
  but	
  acEons	
  influence	
  the	
  hero	
  and	
  the	
  enEre	
  world.	
  Force	
  of	
  change/fate,	
  
     at	
  work	
  in	
  the	
  world.

                                           Can	
  you	
  think	
  of	
  examples	
  of	
  these	
  in	
  the	
  media	
  (film,	
  TV,	
  music,	
  adver<sing)?
 6	
  Sub-­‐types	
  of	
  the	
  Hero	
  
                                                              Archetype
                                                                 (From	
  Carol	
  Pearson	
  following	
  Campbell’s	
  work)

Innocent	
  -­‐-­‐	
  unprepared	
  for	
  their	
  adventure.	
  Fearful	
  of	
  the	
  hero’s	
  call,	
  of	
  the	
  quest.	
  Seeks	
  happiness,	
  where	
  all	
  is	
  right	
  in	
  their	
  world	
  again.
      Ex: Frodo in Lord of the Rings

Orphan	
  -­‐-­‐	
  grows	
  up	
  without	
  stabilizing	
  parental	
  influence
     Ex: Young Harry Potter

Magician	
  -­‐-­‐	
  craHs	
  new	
  world	
  to	
  fulfill	
  their	
  goal
      Ex: Quetzalcoatl, Aztec hero-king

Martyr	
  -­‐-­‐	
  sacrifices	
  life	
  to	
  realize	
  goal	
  of	
  quest.	
  Cannot	
  complete	
  their	
  journey,	
  but	
  their	
  goal	
  is	
  achieved.
      Ex: Jesus of Nazareth

Wanderer	
  -­‐-­‐	
  traveler	
  on	
  journey.	
  Peace	
  aHer	
  quest	
  achieved.
     Ex: Odysseus

Warrior	
  -­‐-­‐	
  very	
  driven	
  to	
  prove	
  their	
  worth
      Ex: Beowolf, King Arthur, Superman, Wonder Woman
Archetypes	
  xample
              in	
  Brand	
  Development
                       Magician
          Transform their world or their feelings
                    Calgon, Disney

                        Innocent
            Retain or regain faith, innocence
                    Ivory, Coca Cola
                        Archetype
       Brand promise is helping people to …
                     Jester
                    Brand Example
             Have a fun, playful time
                      Coors, Pepsi

                      Explorer
   Maintain independence, venture forth and discover
                   Southwest, REI

                          Mentor
 Provide skills or knowledge to help people achieve quest
        Oprah, Deepak Chopra, Martha Stewart*

                        Outlaw
                     Break the rules
                 Harley-Davidson, Apple
Archetypes	
  Can	
  Vary	
  Within	
  a	
  Category;	
  
                    They	
  Represent	
  Specific	
  Brand	
  Personali4es,	
  
                                Not	
  the	
  En4re	
  Category

For	
  example,	
  beware	
  thinking	
  all	
  creaEve	
  organizaEons	
  represent	
  “The	
  Creator”	
  archetype.
Example:	
  Insurance	
  Companies	
  and	
  their	
  brand	
  slogans
                          Archetype Represented
AllState
You’re in good hands                                                 Caregiver

Geico
[Gecko, Cavemen]                                                      Jester

State Farm
Like a good neighbor                                                  Everyday Hero

Progressive
It’s about you. And it’s about time.                                  Sage

Nationwide
Nationwide is on your side                                             Caregiver

MetLife
[Snoopy]                                                               Regular Guy/Gal

Liberty Mutual
Responsibility. What’s your policy?                                    Mentor
12	
  Classic	
  Archetypes
Innocent

Explorer

Sage
                                                               Resources
Hero
                                  The Hero and the Outlaw: Building Extraordinary Brands
Outlaw                              Through the Power of Archetypes, Margaret Mark and Carol
                                    Pearson
Magician
                                  http://www.brand.com/frame20_02.htm
Regular	
  Guy/Gal                www.brandhouse.com

Lover                             http://www.capt.org/discover-your-archetypes/about-archetypes.htm

Jester

Caregiver

Creator

Ruler
Archetypes
Archetypes
Archetypes
Archetypes
Archetypes
Archetypes
Archetypes
Archetypes
Archetypes
Archetypes
Archetypes
Archetypes
Archetype:	
  Project	
  Informa4on	
  



Although	
  entertainment	
  and	
  creaEve	
  companies	
  deal	
  with	
  creaEve	
  content,	
  they	
  do	
  not	
  necessarily	
  
    reflect	
  the	
  “Creator”	
  archetype.	
  These	
  companies,	
  like	
  any	
  companies,	
  can	
  be	
  Ruler,	
  Caregiver,	
  
    Innocent,	
  Explorer,	
  Outlaw,	
  and	
  other	
  archetypes	
  in	
  their	
  approach	
  when	
  creaEng	
  content.

In	
  the	
  “You	
  Are	
  the	
  Hero”	
  project,	
  make	
  sure	
  that	
  your	
  chosen	
  archetype	
  is	
  consistently	
  represented	
  
        throughout	
  your	
  story	
  and	
  the	
  elements	
  used	
  to	
  create	
  your	
  story.	
  For	
  example:	
  the	
  name,	
  mission,	
  
        storyline,	
  etc.	
  should	
  all	
  reflect	
  the	
  characterisEcs	
  of	
  the	
  archetype	
  you	
  are	
  basing	
  your	
  hero’s	
  idenEty	
  
        on.	
  For	
  clarity,	
  power,	
  and	
  consistency,	
  select	
  only	
  one	
  archetype.
What’s	
  the	
  Archetype	
  
of	
  a	
  specific	
  business?




            ?
       h"p://&nyurl.com/4ryh53

Ac4vity:	
  Find	
  the	
  Archetype	
  for	
  a	
  business

 Brand	
  House	
  Archetype:
 Select	
  a	
  company	
  that	
  you	
  feel	
  has	
  a	
  strong	
  brand	
  

 Review	
  the	
  archetypes	
  in	
  this	
  presenta<on	
  before	
  visi<ng	
  the	
  website

 Visit	
  this	
  website:	
  
         http://www.brandhouse.com/Web/EN/Archetypes/Find+your+archetype
         Note ranking (3, 2, 1)
         Discuss the outcome with your group
         Do you believe the outcome was an accurate reflection of the company’s brand archetype? Why or why not? Is
             this archetype consistent with all the company’s branding elements? What archetype makes the most
             sense for this company -- the one that displayed from Brandhouse, or a different one?
         Present the archetype and discuss the outcome and your assessment with the class in Wimba.
                                 	
     	
     	
        	
  
Prac4ce	
  work:	
  Archetypes


For	
  your	
  Week	
  Two	
  Project:
      Select one archetype and utilize it consistently in your story
      Tell what the archetype is. Provide a description of the archetype and its characteristics. Explain how your hero fits the
          archetype.

For	
  Prac4ce	
  Work,	
  inves4gate	
  archetypes	
  associated	
  with	
  a	
  brand:
      Determine which archetype is most represented by the brand you select. Compare the description of the archetype and
         its characteristics to the brand story. Examine how your brand fits this archetype. Think about the differences
         between the brand and the archetype. How do the differences impact the brand story? Or not?

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Archetypes

  • 2. What  is  an  archetype? Definition = A model that other things can be patterned on. The perfect example of a type or group. For brand purposes, begin by thinking of archetype as a “typecast” or “personality type.” “The concept of archetypes was borrowed by Jung from classic sources. In Sanskrit, they were called ‘subjectively known forms’. Carl Jung was the first to call them “archetypes.” “Archetypal psychology helps us understand the intrinsic meaning of product categories and consequently helps marketers create enduring brand identities that establish market dominance, evoke and deliver meaning to customers, and inspire customer loyalty -- all, potentially, in socially responsible ways.” (Carol Pearson and Margaret Mark, The Hero and the Outlaw)
  • 3. Campbell’s  Character  Archetypes   (in  Stories) Hero  -­‐-­‐  Main  character,  sent  onto  adventure  into  new  world An4-­‐hero  -­‐-­‐  Main  character,  but  with  a  weakness  of  character  or  a  personality  flaw  that  prevents  his  a:ainment  of  success Herald  -­‐-­‐  the  hero’s  trusted  companion Mentor  -­‐-­‐  Wise  being,  filled  with  power  and  mystery.  Gives  hero  strength,  skills,  or  knowledge  needed  to  survive  his/her  quest.  PaEent  and  caring. Shadow  -­‐-­‐  Foe  who  works  in  opposiEon  to  hero.  OHen  gives  insight  into  the  inner  turmoil  of  the  hero. Shape-­‐shi:er  -­‐-­‐  Unreliable  character  who  changes  (physically  and/or  psychologically)  through  the  story.  Creates  tension  and  suspense  in  story,  by   creaEng  confusion  or  temptaEon  for  the  hero. Trickster  -­‐-­‐  Force  of  change  in  the  universe.  Seems  like  innocent  jester,  but  acEons  influence  the  hero  and  the  enEre  world.  Force  of  change/fate,   at  work  in  the  world. Can  you  think  of  examples  of  these  in  the  media  (film,  TV,  music,  adver<sing)?
  • 4.  6  Sub-­‐types  of  the  Hero   Archetype (From  Carol  Pearson  following  Campbell’s  work) Innocent  -­‐-­‐  unprepared  for  their  adventure.  Fearful  of  the  hero’s  call,  of  the  quest.  Seeks  happiness,  where  all  is  right  in  their  world  again. Ex: Frodo in Lord of the Rings Orphan  -­‐-­‐  grows  up  without  stabilizing  parental  influence Ex: Young Harry Potter Magician  -­‐-­‐  craHs  new  world  to  fulfill  their  goal Ex: Quetzalcoatl, Aztec hero-king Martyr  -­‐-­‐  sacrifices  life  to  realize  goal  of  quest.  Cannot  complete  their  journey,  but  their  goal  is  achieved. Ex: Jesus of Nazareth Wanderer  -­‐-­‐  traveler  on  journey.  Peace  aHer  quest  achieved. Ex: Odysseus Warrior  -­‐-­‐  very  driven  to  prove  their  worth Ex: Beowolf, King Arthur, Superman, Wonder Woman
  • 5. Archetypes  xample in  Brand  Development Magician Transform their world or their feelings Calgon, Disney Innocent Retain or regain faith, innocence Ivory, Coca Cola Archetype Brand promise is helping people to … Jester Brand Example Have a fun, playful time Coors, Pepsi Explorer Maintain independence, venture forth and discover Southwest, REI Mentor Provide skills or knowledge to help people achieve quest Oprah, Deepak Chopra, Martha Stewart* Outlaw Break the rules Harley-Davidson, Apple
  • 6. Archetypes  Can  Vary  Within  a  Category;   They  Represent  Specific  Brand  Personali4es,   Not  the  En4re  Category For  example,  beware  thinking  all  creaEve  organizaEons  represent  “The  Creator”  archetype. Example:  Insurance  Companies  and  their  brand  slogans Archetype Represented AllState You’re in good hands Caregiver Geico [Gecko, Cavemen] Jester State Farm Like a good neighbor Everyday Hero Progressive It’s about you. And it’s about time. Sage Nationwide Nationwide is on your side Caregiver MetLife [Snoopy] Regular Guy/Gal Liberty Mutual Responsibility. What’s your policy? Mentor
  • 7. 12  Classic  Archetypes Innocent Explorer Sage Resources Hero The Hero and the Outlaw: Building Extraordinary Brands Outlaw Through the Power of Archetypes, Margaret Mark and Carol Pearson Magician http://www.brand.com/frame20_02.htm Regular  Guy/Gal www.brandhouse.com Lover http://www.capt.org/discover-your-archetypes/about-archetypes.htm Jester Caregiver Creator Ruler
  • 20. Archetype:  Project  Informa4on   Although  entertainment  and  creaEve  companies  deal  with  creaEve  content,  they  do  not  necessarily   reflect  the  “Creator”  archetype.  These  companies,  like  any  companies,  can  be  Ruler,  Caregiver,   Innocent,  Explorer,  Outlaw,  and  other  archetypes  in  their  approach  when  creaEng  content. In  the  “You  Are  the  Hero”  project,  make  sure  that  your  chosen  archetype  is  consistently  represented   throughout  your  story  and  the  elements  used  to  create  your  story.  For  example:  the  name,  mission,   storyline,  etc.  should  all  reflect  the  characterisEcs  of  the  archetype  you  are  basing  your  hero’s  idenEty   on.  For  clarity,  power,  and  consistency,  select  only  one  archetype.
  • 21. What’s  the  Archetype   of  a  specific  business? ? h"p://&nyurl.com/4ryh53

  • 22. Ac4vity:  Find  the  Archetype  for  a  business Brand  House  Archetype: Select  a  company  that  you  feel  has  a  strong  brand   Review  the  archetypes  in  this  presenta<on  before  visi<ng  the  website Visit  this  website:   http://www.brandhouse.com/Web/EN/Archetypes/Find+your+archetype Note ranking (3, 2, 1) Discuss the outcome with your group Do you believe the outcome was an accurate reflection of the company’s brand archetype? Why or why not? Is this archetype consistent with all the company’s branding elements? What archetype makes the most sense for this company -- the one that displayed from Brandhouse, or a different one? Present the archetype and discuss the outcome and your assessment with the class in Wimba.        
  • 23. Prac4ce  work:  Archetypes For  your  Week  Two  Project: Select one archetype and utilize it consistently in your story Tell what the archetype is. Provide a description of the archetype and its characteristics. Explain how your hero fits the archetype. For  Prac4ce  Work,  inves4gate  archetypes  associated  with  a  brand: Determine which archetype is most represented by the brand you select. Compare the description of the archetype and its characteristics to the brand story. Examine how your brand fits this archetype. Think about the differences between the brand and the archetype. How do the differences impact the brand story? Or not?