The document discusses how archetypes can be used in branding. It defines archetypes as universal human narratives that represent shared unconscious motivations. Archetypes help organizations align their brand with these motivations to form emotional connections with stakeholders. There are 12 main archetype families that represent different roles in life. Using archetypes can shift brand relationships from audiences to communities and communications from push to pull while empowering stakeholders. The document provides an example of how to identify archetypes in a persona and discusses applying archetypes to brands through a group exercise.
Brands have personalities too. But do they match the customers' wants? Brand archetypes are the common personalities that brands usually take on. A brand archetype helps a brand to connect to a certain target market and bring across a specific message about who they are and what they offer. Here are a few types of brand archetypes and what archetype should be chosen for a brand depending on what the target market is looking for.
Archetype Overview with brand examples & character compass Emily Hean
A brief overview of Archetypes from The Hero and the Outlaw by Margaret Mark and Carol S. Pearson. Demonstration of archetypes in classical and pop culture as well as brand examples and alternate names for each archetype.
Brand Archetypes: The Science Behind Brand PersonalityStephen Houraghan
We all have an emotional connection with a brand where the alternative simply won't do. Your connection with that brand is likely on a human level. Whether they speak your language, champion a cause you believe in or represent who you are, the connection is more than just transactional. The world's most loved brands all connect with us using a similar framework. This framework is based on decades of scientific research and has its roots in Greek Mythology. This Framework is Archetypes. www.iconicfox.com.au/brand-archetypes
Brand archetypes aren't new, but many businesses are finding new ways to use these ancient character types to transform their brand in the new social economy.
Learn about the 12 brand archetypes, discover which ones suit your brand, and start developing your own brand archetype with this easy to follow guide.
Equip yourself to leverage archetypes to create a differentiating personality and hence, positioning for your brand, connecting with the ideal consumer.
Brands have personalities too. But do they match the customers' wants? Brand archetypes are the common personalities that brands usually take on. A brand archetype helps a brand to connect to a certain target market and bring across a specific message about who they are and what they offer. Here are a few types of brand archetypes and what archetype should be chosen for a brand depending on what the target market is looking for.
Archetype Overview with brand examples & character compass Emily Hean
A brief overview of Archetypes from The Hero and the Outlaw by Margaret Mark and Carol S. Pearson. Demonstration of archetypes in classical and pop culture as well as brand examples and alternate names for each archetype.
Brand Archetypes: The Science Behind Brand PersonalityStephen Houraghan
We all have an emotional connection with a brand where the alternative simply won't do. Your connection with that brand is likely on a human level. Whether they speak your language, champion a cause you believe in or represent who you are, the connection is more than just transactional. The world's most loved brands all connect with us using a similar framework. This framework is based on decades of scientific research and has its roots in Greek Mythology. This Framework is Archetypes. www.iconicfox.com.au/brand-archetypes
Brand archetypes aren't new, but many businesses are finding new ways to use these ancient character types to transform their brand in the new social economy.
Learn about the 12 brand archetypes, discover which ones suit your brand, and start developing your own brand archetype with this easy to follow guide.
Equip yourself to leverage archetypes to create a differentiating personality and hence, positioning for your brand, connecting with the ideal consumer.
Learn the 12 brand archetypes and why you need to pick one for your brand. Is your brand a magician, or a lover? An outlaw, or an explorer? Building around an archetype can make your brand more memorable.
Brand Archetype | An Introduction + OverviewJohn W. Manley
Nothing original here. Just an obligatory brand archetype overview done in a more visually appealing way, with some more examples, and a deeper dive into the Explorer archetype.
Archetypal Branding provides you with a systematic way to:
• Clearly define the Brand so that it is compelling and credible to your key Target Audiences.
• Create a Brand Identity that all key internal Constituencies can agree on and work from.
• Increase the Reputation, Image, perceived Value and Brand Awareness of your Company
Recent studies have shown that the most potent component of premium brands is a clear identity that is grounded in the ultimate personality types deciphered by the Swiss psychiatrist Carl Jung, the so-called Archetypes.
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).
A Booz Allen Hamilton research report recently showed that „brand-guided companies have profitability margins nearly twice the industry standard. Brand-guided banks, for example, have an ROE of 19% compared to 8% for non brand-guided banks.“
Archetypes in Branding - by Natalia StoryNatalia Story
Archetypes have recently come up as a great approach to creating brands with personality that command long-term loyalty. But how do you approach archetypes? How many are out there? How do you choose the right one and apply it? Natalia Klishina explains in her presentation.
60 Minute Brand Strategist: Extended and updated hard cover NOW available.Idris Mootee
This book includes the very latest thinking on branding and brand strategy. It has been published in different many languages and use by top global brands to train their brand managers. New updated hard cover version is not available from Amazon May 2013
Pls view in full screen mode. Published in more than 5 languages.
This is a presentation that I gave to a USF Masters of Business Administration class on Brand Planning for Clients. My hope was to share some thoughts with the future generation of clients on planning, positioning, relevance and new product development.
Jonathan Lee, Managing Director, Brand Strategy, and Ken Allard, Managing Director, Business Strategy at HUGE, gave this presentation at "Ambidexterity 2," the VCU Brandcenter's Executive Education program for account planning on June 24th at the VCU Brandcenter in Richmond, VA.
Lucy Finney MBE, learning and development consultant at Thales, presented at the APM Project Management Conference on Wednesday 25 April at Central Hall Westminster, London.
A brand is a product with a personality. It is both a business and a human need. Creating a connection at a psychological level is what differentiates great brands from the rest.
Learn the 12 brand archetypes and why you need to pick one for your brand. Is your brand a magician, or a lover? An outlaw, or an explorer? Building around an archetype can make your brand more memorable.
Brand Archetype | An Introduction + OverviewJohn W. Manley
Nothing original here. Just an obligatory brand archetype overview done in a more visually appealing way, with some more examples, and a deeper dive into the Explorer archetype.
Archetypal Branding provides you with a systematic way to:
• Clearly define the Brand so that it is compelling and credible to your key Target Audiences.
• Create a Brand Identity that all key internal Constituencies can agree on and work from.
• Increase the Reputation, Image, perceived Value and Brand Awareness of your Company
Recent studies have shown that the most potent component of premium brands is a clear identity that is grounded in the ultimate personality types deciphered by the Swiss psychiatrist Carl Jung, the so-called Archetypes.
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).
A Booz Allen Hamilton research report recently showed that „brand-guided companies have profitability margins nearly twice the industry standard. Brand-guided banks, for example, have an ROE of 19% compared to 8% for non brand-guided banks.“
Archetypes in Branding - by Natalia StoryNatalia Story
Archetypes have recently come up as a great approach to creating brands with personality that command long-term loyalty. But how do you approach archetypes? How many are out there? How do you choose the right one and apply it? Natalia Klishina explains in her presentation.
60 Minute Brand Strategist: Extended and updated hard cover NOW available.Idris Mootee
This book includes the very latest thinking on branding and brand strategy. It has been published in different many languages and use by top global brands to train their brand managers. New updated hard cover version is not available from Amazon May 2013
Pls view in full screen mode. Published in more than 5 languages.
This is a presentation that I gave to a USF Masters of Business Administration class on Brand Planning for Clients. My hope was to share some thoughts with the future generation of clients on planning, positioning, relevance and new product development.
Jonathan Lee, Managing Director, Brand Strategy, and Ken Allard, Managing Director, Business Strategy at HUGE, gave this presentation at "Ambidexterity 2," the VCU Brandcenter's Executive Education program for account planning on June 24th at the VCU Brandcenter in Richmond, VA.
Lucy Finney MBE, learning and development consultant at Thales, presented at the APM Project Management Conference on Wednesday 25 April at Central Hall Westminster, London.
A brand is a product with a personality. It is both a business and a human need. Creating a connection at a psychological level is what differentiates great brands from the rest.
ripplemark Egypt's 'Be A Good Person' Culture Code Omar El Sabh
We're ripplemark Egypt, a 'Self-Learning Digital Organization'.
As an agency, we truly believe that an organization with a strong culture is an organization that can thrive. Culture aligns everyone on norms, values and motivations that become the driving force of a group. Culture is how everyone should act with no supervision.
All text (except our introduction and commentary) taken word-for-word from the 10 Faces of Innovation summary on IDEO's website dedicated to the book by Tom Kelly. http://www.tenfacesofinnovation.com/ We bought and loved the book and encourage you to do the same.
In creating agile organisations and driving transformation, it's impossible to overstate the importance and impact of culture. Organisations are complex relationship systems and to deliver a successful transformation, it is critical that leaders, coaches and others listen to, understand, communicate and respond authentically and with empathy to the humans within the relationship system. In Asia, this inevitably includes multiple cultural contexts and locations, each with their own nuances and organisational subcultures. Lisa will explore culture and its importance in agile organisations and transformations, with examples from local and international organisations.
My intention is to provide you with an understanding of the character strength framework and offer you a unique groundwork for creating your life through the lens of what’s strong (in your life, career, school, health).
Using what’s strong lens and taking on the challenges offered in this course you will be present and notice the amazing opportunities that are available to you Right Now: in this Moment. By creating a new foundation for actions you will experience aliveness, being empowered and breakthrough results !!!
What makes a person an introvert or an extrovert? Are we born one or the other or does socialization play a part? Does brain wiring play a part? Are introspective people more empathic and interpersonally connected than their outgoing counterparts? What are some practical ways to care for each? Lots of questions and some very interesting answers!
Created from a growing demand to understand, appreciate and work more effectively with introverts and extroverts, this workshop is like no other. The workshop begins with an assessment to help determine where you are on the introvert/extrovert scale. Then you’ll look at the differences in brain wiring patterns of outgoing and more reserved people.
Janey Francis' Presentation at Mumbrella neXt JordanDervish
Janey Francis, Development Specialist & Executive Coach, Scarlett Strategic Solutions, presentated 'EQ: Understanding Yourself, Your Impact on Others and the Psychology of Groups'
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
Mastering Multi-Touchpoint Content Strategy: Navigate Fragmented User JourneysSearch Engine Journal
Digital platforms are constantly multiplying, and with that, user engagement is becoming more intricate and fragmented.
So how do you effectively navigate distributing and tailoring your content across these various touchpoints?
Watch this webinar as we dive into the evolving landscape of content strategy tailored for today's fragmented user journeys. Understanding how to deliver your content to your users is more crucial than ever, and we’ll provide actionable tips for navigating these intricate challenges.
You’ll learn:
- How today’s users engage with content across various channels and devices.
- The latest methodologies for identifying and addressing content gaps to keep your content strategy proactive and relevant.
- What digital shelf space is and how your content strategy needs to pivot.
With Wayne Cichanski, we’ll explore innovative strategies to map out and meet the diverse needs of your audience, ensuring every piece of content resonates and connects, regardless of where or how it is consumed.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
How to Run Landing Page Tests On and Off Paid Social PlatformsVWO
Join us for an exclusive webinar featuring Mariate, Alexandra and Nima where we will unveil a comprehensive blueprint for crafting a successful paid media strategy focused on landing page testing.With escalating costs in paid advertising, understanding how to maximize each visitor’s experience is crucial for retention and conversion.
This session will dive into the methodologies for executing and analyzing landing page tests within paid social channels, offering a blend of theoretical knowledge and practical insights.
The Pearmill team will guide you through the nuances of setting up and managing landing page experiments on paid social platforms. You will learn about the critical rules to follow, the structure of effective tests, optimal conversion duration and budget allocation.
The session will also cover data analysis techniques and criteria for graduating landing pages.
In the second part of the webinar, Pearmill will explore the use of A/B testing platforms. Discover common pitfalls to avoid in A/B testing and gain insights into analyzing A/B tests results effectively.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
SEO as the Backbone of Digital MarketingFelipe Bazon
In this talk Felipe Bazon will share how him and his team at Hedgehog Digital share our journey of making C-Levels alike, specially CMOS realize that SEO is the backbone of digital marketing by showing how SEO can contribute to brand awareness, reputation and authority and above all how to use SEO to create more robust global marketing strategies.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
For too many years marketing and sales have operated in silos...while in some forward thinking companies, the two organizations work together to drive new opportunity development and revenue. This session will explore the lessons learned in that beautiful dance that can occur when marketing and sales work together...to drive new opportunity development, account expansion and customer satisfaction.
No, this is not a conversation about MQLs and SQLs. Instead we will focus on a framework that allows the two organizations to drive company success together.
Core Web Vitals SEO Workshop - improve your performance [pdf]Peter Mead
Core Web Vitals to improve your website performance for better SEO results with CWV.
CWV Topics include:
- Understanding the latest Core Web Vitals including the significance of LCP, INP and CLS + their impact on SEO
- Optimisation techniques from our experts on how to improve your CWV on platforms like WordPress and WP Engine
- The impact of user experience and SEO
The What, Why & How of 3D and AR in Digital CommercePushON Ltd
Vladimir Mulhem has over 20 years of experience in commercialising cutting edge creative technology across construction, marketing and retail.
Previously the founder and Tech and Innovation Director of Creative Content Works working with the likes of Next, John Lewis and JD Sport, he now helps retailers, brands and agencies solve challenges of applying the emerging technologies 3D, AR, VR and Gen AI to real-world problems.
In this webinar, Vladimir will be covering the following topics:
Applications of 3D and AR in Digital Commerce,
Benefits of 3D and AR,
Tools to create, manage and publish 3D and AR in Digital Commerce.
It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
AI-Powered Personalization: Principles, Use Cases, and Its Impact on CROVWO
In today’s era of AI, personalization is more than just a trend—it’s a fundamental strategy that unlocks numerous opportunities.
When done effectively, personalization builds trust, loyalty, and satisfaction among your users—key factors for business success. However, relying solely on AI capabilities isn’t enough. You need to anchor your approach in solid principles, understand your users’ context, and master the art of persuasion.
Join us as Sarjak Patel and Naitry Saggu from 3rd Eye Consulting unveil a transformative framework. This approach seamlessly integrates your unique context, consumer insights, and conversion goals, paving the way for unparalleled success in personalization.
4. 1. What is an archetype and where do they come
from?
2. What role do archetypes play in branding?
3. Some examples interspersed
4. Why archetypes “work”
5. What archetypes are not
6. Role in Brand Strategy
7. Distinguish between persona & archetype
8. Mapping to motivational field
9. Intro to the families
10.Small group exercise
Today
8. “pieces of life itself …
images that are integrally
connected to the
individual
by the bridge of
emotions.”
9. Archetypes are an age old human
connection tool that represent the shared
universal narratives that drive both our
conscious and unconscious motivations.
-that Archetype lady
14. Brand is the aggregate of
communicable attributes and
perception of an entity (which
could be a thing, service,
person, place, most
anything).
15. A brand is not just
communication, or a logo.
And your brand is not just
whatever you say it is.
Your brand is what people tell
each other that it is.
16. Promise
DeliveryReputation
What they tell each other is based
on:
1. Promise – what you say you are going to do
2. Delivery – what you actually do
3. Reputation – how well (or poorly)
you do it
19. The intentional planning of
communications, operations,
experiences and relationships
from the perspective that
activities are intended to
support dialogue, relationship,
and shared goals and value.
39. 5. They shift our brains
from the analytical to the emotional
4. They shift management
from control to empowerment
1. Archetypes help organizations,
and their many stakeholders,
to get and stay on brand
2. They shift relationships
from audience to community
3. They shift communications
from push to pull.
48. David
Attitudes
• Concerned about the
environment for kids
• If you want
something you have
to go after it
Fears
• Injury: Not being able
to keep running
• Being ill-too busy to
get sick
• dehydration
Behaviors
• Logs training, calorie
and sleep on excel
Competes in 3-4
events/year:
ironman, marathon,
triathlon Tough
Mudder,
• Trains in 1-4 week
sprints
Needs
• Fewer gadgets
• Quick feedback if on
target-during
exercise
• Visualize training
data
• Personal training
advice and triathlon
camaraderie
Constraints
• Travel
• Time
Goals
• Finish an Ironman in
under 12 hours
• Inspire family to stay
fit
• Maintain body fat at
7%
DEMOGRAPHICS
Segment:
Individual//Endurance
Age: 46
Location: Brentwood, CA
Family: married, 2 teenage
daughters
Education: B.A. English
Literature
Occupation: Actor
Income: $250k
PERSONAL HABITS
Mobile: iPhone
Training: 6-8x/week
Sport(s): Triathlete
Social Media: FB, Twitter,
IMDB
“I just need to know if I can train according to my plan or if I should modify.”
Mantra
Can’t stop.
Won’t Stop.
Persona
67. Thus the task is not so much to
see what no one has yet seen;
but to think what nobody has
yet thought, about that which
everybody sees. -Erwin Schrödinger
“
“
68. Identifying Archetypes: Group Exercise
1. Count off 1-3. Form groups (6 teams of 3 people each)
2. Each group gets 10 cards (2 families each)
3. Individually, choose one archetype that would be interesting
to apply to the brand you chose for your brand hack
exercise
4. Discuss your findings with your group.
5. As a group share one example. [2.5 minutes/group]
69. Further learning
• The Hero and The Outlaw,
by Margaret Mark & Carol Pearson
• Goddesses in Everywoman, and
Gods in Everyman, by Jean Shinoda Bolen
• The Hero with A Thousand Faces,
by Joseph Campbell
• Sacred Contracts, by Carolyn Myss
• The Ten Faces of Innovation, by Tom Kelley
Thanks to Rana for inviting me to your class today.
I am a both a creative and strategy practitioner. I studied exercise physiology and photography in college, trained and worked as an actor and singer, built a career in advertising and design, and found my tribe in sustainable business and transpersonal psychology. I’m insatiably curious about the world: culture, people, places, nature. I’m a bit of a junkie for new ideas, technologies, frameworks, ways of thinking and anything connected to creativity and design.
In 2006, as part of my coaching training, I found myself called to explore how archetypes might guide my life and my work.
The book, Archetypes in Branding: A Toolkit for Creatives and Strategists, is an artifact of that aha moment.
So in collaboration with Chen Design Associates, I set out to create a practical and accessible toolkit for using archetypes to facilitate a more authentic, holistic and human way of being in business. And I’m still on that mission today.
Archetype is one of those words that everyone seems to know but has trouble defining. So how do we define archetypes? Etymology: The term "archetype" has its origins in ancient Greek. The root words are archein, which means "original or old"; and typos, which means "pattern, model or type". The combined meaning is an "original pattern".
Perhaps a story will bring it to life
silent yes. "Please, what was it? Gold? Silver? Were you smuggling food or spirits? Cloth, perhaps? Where did you hide it?" With each guess Nasreddin just shook his head. "Won't you tell an old man? I'll never rest in peace unless I know."
And because Nasreddin was a kind man and did not wish the inspector to spend the rest of his days worrying, he nodded, "Yes. I'll tell you now. I was smuggling donkeys."
Archetypes are like the donkeys in the folktale. They are the signs, symbols and themes of our lives that are right under our noses, hidden in plain sight.
And for a more distilled definition
I hope that gives you a place to enter the archetypal conversation. My own personal shorthand definition is that archetypes are the shared universal narratives that drive both our conscious and unconscious motivations.
According to Carl Gustav Jung, the Swiss psychiatrist (1875-1961) generally considered to be the grandfather of “archetypes”, they come from the collective unconscious – that shared place that is not of this physical world, but is always present and everywhere, where the inherited experiences of the human race reside.
Archetypes are the grooves and the ripples from the collective unconscious that influence culture, decision making and meaning making.
Psychologist James Hillman picked up on the work from his predecessors, our friends Sigmund Freud to C.G. Jung, to develop archetypal psychology. And Joseph Campbell introduced the concept of the hero's journey to current thinking, and popularized the very idea of comparative mythology—”the study of the human impulse to create stories and images that, though they are clothed in the motifs of a particular time and place, draw nonetheless on universal, eternal themes.”
Moved on from Marty Neumeier’s definition of brand (what other people say it is)
How we “understand” and perceive a company in relationship to our values
And how their feelings about these align with their needs, desires and expectations or how they make meaning out of what you do
I asked Rana for how she defines Brand Strategy and as you might expect our two perspectives dovetail into each other. Here’s how I combined our POVs
The intentional planning of communications, operations, experiences and relationships from the perspective that activities are intended to support dialogue, relationship, and shared goals and value.
Peeling away another layer, so how are archetypes actually connected to brand? Let’s look at a practical representation of how archetypes create instant emotional resonance through universal symbols and stories. Everybody will have some sort of inherent response, and emotional, energetic response
In this case I would assert we are in the realm of the Explorer, rather than the athlete.
We identify with symbolic elements of this film, the craving for new experiences, pushing boundaries, going beyond limits. ˇhere is a live and let live attiude in the explorer that prioritizes independence, non conformaity and freedom.
How do archetypes help us embody a more purposeful brand culture to unlock innovation?
By harnessing the power of the left hemisphere of our brains, archetypes can help create a business environment that is more conducive to innovation and respects logic and humanity equally. This respect builds trust that increases our capacity for ambiguity, our wilingness to take risks and reduces the identity attachment to fear of failure.
Using archetypes as an instinctual, exploratory tool can reveal your brand's motivations, how it moves in the world, and what its trigger points are.
And in the process of their usage, they can create some unexpected conversations that may reveal some unexpected ideas about how you shape your business and your brand, or how you help shape your client’s business and brand. Here’s another example from graphic design
In 2011, VSA Partners, Ogilivy and Mather and SY Partners were tasked to create a new visual expression for the one hundredth anniversary of IBM
Entitled “One Hundred Marks; One Hundred Stories,” a hundred of these unique visual “marks" were created to represent a IBM’s Icons of Progress. Each mark incorporates the number One Hundred plus illustration and photography to convey a key breakthrough or milestone -- such as the First Salaried Workforce, the Punch Card or Space Exploration.
They were used for various events, communications, campaigns and media to celebrate IBM’s accomplishments and rich history.
... the Innovator
The one hundred visual expressions, individually and as a whole, demonstrate the strengths of the Innovator archetype — and associating IBM along with it: as a leader in idea generation, cross-pollination, inspiration, intellect and curiosity
The one hundred visual expressions, individually and as a whole, demonstrate the strengths of the Innovator archetype — and associating IBM along with it: as a leader in idea generation, cross-pollination, inspiration, intellect and curiosity.
Siblings: Alchemist // Engineer // Magician (head) // Scientist
When archetypes are used well they bring a humanness to the brand essence. This creates a richness and potency and emotional resonance between the viewer and the brand.
Archetypes “work” because they create shortcuts to making meaning. And this has huge implications for brands. The universality of archetypal stories creates emotional resonance and connection between the brand and the viewer on the relationship level.
And archetypes build relationships because they create instant emotional connections. This creates instant affinity.
You can use archetypes to unearth insights about preferences, values, sensibilities and aspirations, and to make meaningful connections across and between multiple business drivers.
But along side the encouragement to definitely “try this at home I offer three caveats about what archetypes are not…
Be careful to distinguish archetypes from stereotypes. A quick rule of thumb is that stereotypes reflect a closed mindedness, judgment and limitation. Archetypes are the opposite. They are universal openings for connection and expansion. For example, The Soccer Mom is not an archetype – it’s a stereotype. The Caregiver would be the archetype. Can you feel the difference that these terms creates?
Because archetypes come from a powerful and collective foundation, and acknowledging that they are relationship-based, they require the conscious intention to use them for good, not manipulation. You all know the saying… “With great power comes great responsibility.” And karma can be a real zinger.
And lastly as stakeholders are increasingly demanding authenticity and accountability from companies, there is no hiding behind false archetypal branding. A brand still has to walk its talk to build authentic relationships which is the key to 21st century business success.
Because everyone loves “top whatever lists” here are our top 5 benefits of the role that archetypes play in brand strategy.
5. They are emotional rather than analytical
4. Which creates expansiveness rather than control
3. That fosters empowerment instead of management
2. That shifts the conversation from an agenda to a relationship
1. And that easily gets and maintains an organization and its many suppliers to stay on brand
By getting and staying on brand we create a consistent and enduring expression of meaning in the hearts and minds of our many stakeholders. We create long-lasting narratives that activate the deeper parts of our humanity. We source the courage to shift our stories from scarcity to empowerment and to be wholeheartedly “us”
The slide shows a mapping of our 12 fundamental archetypes to Pearson and Mark’s motivational field. I want to give a shout out to one of my students, David Chapin, CEO of Formal Life Science Marketing for collaborating with me on this graphic. The simple 2x2 combined with the cyclical continuum of the 12 fundamental archetypes offers a 30k foot view of the archetypes motivations. For example, The Sovereign is very highly motivated by Order, Stability and Control, while the Explorer pursues self-actualization and independence.
Citizen replaced everyman as a head in our deck, outlaw became rebel, ruler became sovereign
You’ll see many other interpretations of this plotting. The point is to find your own that makes sense to you and helps you include the polarities of competing motivations, and allow for all in the system
Which reminds me of an Antoine Saint Exupery quote, "If you want to build a ship, don't drum up people together to collect wood and don't assign them tasks and work, but rather teach them to long for the endless immensity of the sea."
As part of the Fun Theory campaign, Piano Staircase absolutely embodies the archetypal essence that has come to be synonymous with the brand.
Siblings: Dreamer // Idealist // Innocent //Muse
And this one (The Force) by Deutsch
Volkswagen has been demonstrating the consistent and successful use of the Child archetype for decades.
Siblings: Dreamer // Idealist // Innocent //Muse
A personal favorite print ad from the 90s
Personas are generally composite creations based on an aggregate set of users that exhibit certain behavior. We use demographics, psychographics and ethnographics to “personify” these fictional characters representing our audience segments.
Using an archetypal lens moves the persona of your either your brand or your target audience more toward what matters and motivates them rather than using more stereotypical assumptions as characterizations.
Which leads us to another example, this time from German advertising agency Jung von Matt.
Combining the concept of encouraging people to experience the 2010/2011 season with their sense of taste with the results of scientific research on classical music and milk production, they offered 9 varieties of concert milk.
How do I see this as the alchemist? Because the alchemist is skilled at converting one think into another. It shares qualities with the magician and the scientist, of the scientific and spiritual. It achieves a kind of transcendence about how we view our world and challenges our lenses that limit the possibility of the power of the space between.
The Concert Milk campaign won a Silver Design Lion and Silver Integrated Lion at Cannes International Festival of Creativity.
With even just this most brief introduction to archetypes, you are primed to apply the concept to aid in your own work.
While writing the book, my muse was a quote by an Erwin Schrödinger: "Thus, the task is not so much to see what no one has yet seen; but to think what nobody has yet thought, about that which everybody sees.” I believe it is this perspective that is the wellspring of our creativity.
Exercising the analysis muscle
Practicing a new language
Experimenting with different reactions