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.

1. SAM Husaini
Managing Director
Impact BBDO Abu Dhabi
28th November 2014
The
Brand
Connect

2. What is all this fuss about?

3. A brand is a coherent
set of Ideas in your
consumer’s
mind

4. A Brand is a
Product with a
Personality

5. “A Brand is a Metaphysical story that connects with something
very deep - a fundamental human appreciation of mythology…
Companies that manifest this sensibility invoke something very
powerful”
Former Marketing Head of Nike & Starbucks

6. Brands = Big Money
Interbrand 2014 Report
5

9. The Top 100 Brands
Valued at
1600
Billion
USD

10. What does a
Brand really
Do ?

11. The Functions of a Brand
X
Identification
Practicality
Guarantee
Optimisation
Badge
Continuity
Ethical

12. The Functions of a Brand
X
Risk Mitigation Stability
Protection
Growth
Financial Value

13. The Evolution of Branding
Identity Value Experience You

14. Brands are becoming more like People
★ A brand is a personification of a product, service or even
an entire company.
★ Like a person, it has a name, personality, character and
reputation.
★ Like a person you can respect, like and even love a brand.
You can think of it as a deep personal friend or merely an
acquaintance.
★ You can view it as dependable or undependable,
principled or opportunistic, caring or capacious.
★ Like you like to be around some people and not others, there
are brands that you warm up to and others that you do not.
★ People have character …. And so do brands.

15. People are Emotional Beings… Not Rational
“Reason is not as ‘pure’ as most of
us think it is or wish it to be;
Emotion and feelings aren't
intruders into the bastion of
reason. We feel before we think.
In-fact we feel in order to think.”
- Descartes’ Error, Antonio Damasi
“Emotion, Intuition, Long-term
memories and unconscious
motivations make up as much as
80% of our decision making
processes.
That leaves just 20%
Kevin Roberts, Saatchi & Saatchi

16. So How Do we
Connect ?

17. Brands help Full-fill Their Customers’
Human Needs

18. Maslow’s Hierarchy of Human Needs
Transcendence
Self - Actualisation
Aesthetic Needs
Cognitive Needs
Esteem Needs
Belongingness & Love Needs
Safety Needs
Biological & Physiological Needs
Likelihood of Fulfilment

19. The Human needs stem
from instincts
and act with the same
motivational force

20. Instincts
operate at the deepest
biological level
They are natural
dispositions towards
patterns of behaviour

21. Psychiatrist Carl Jung’s concept of
Archetypes explains
consumers’ love for their favourite
brands at the level of the psyche

22. Archetypes
Meaning
An Archetype is a universally
understood symbol, term or pattern of
behaviour, a prototype upon which
others are copied, patterned, or
emulated.
Archetypes are often used in myths and
storytelling across different cultures.

23. Archetypes are
universal mental
images. They set the
patterns of
behaviour for our
interaction with the
world

24. In 1893, nearly 400
different versions of the
Cinderella story were
identified from around
the world
- Marian Rolfe Cox

25. Stories and characters resonate so
powerfully and repeat so frequently
They are Archetypical manifestations
of our common needs

26. Twelve
Classic
Archetypes
Jester
Caregiver
Ruler
Creator
Innocent
Sage
Hero Explorer
Regular
Person
Outlaw
Magician
Lover

27. Four
Psychological
Functions
Belonging Order
Jester
Caregiver
Ruler
Creator
Innocent
Sage
Hero Explorer
Regular
Person
Outlaw
Magician
Lover
Change Knowledge

28. Archetypes are “ the forms
which instincts assume
- Carl Jung

29. Two sides of the same coin
Human Needs
Archetypes

30. Two sides of the same coin
Human Needs
Archetypes
Esteem Warrior

31. Universal Human Desire & How each Archetype
meets the Desire
Safety
Understanding
Yearn for
Paradise
Freedom
Leave a
mark on the
world
Liberation
Power
Mastery
Innovation
Connect
with
Others
Intimacy
Control
Belonging
Enjoyment
Provide
Structure
Service to the world
Innocent
Sage
Explorer
Outlaw
Magician
Lover Hero
Jester
Caregiver
Everyman
Ruler
Creator

32. Yearn for
Paradise
Leave a
mark on
the world
Provide
Structure
to the world
Connect
with
Others
Safety
Understanding
Freedom
Liberation
Power
Intimacy Mastery
Control
Service
Belonging
Enjoyment
Innovation
Innocent
Sage
Explorer
Outlaw
Magician
Lover Hero
Jester
Caregiver
Everyman
Ruler
Creator
Cultural
Archetypes

33. Yearn for
Paradise
Leave a
mark on
the world
Provide
Structure
to the world
Connect
with
Others
Safety
Understanding
Freedom
Liberation
Power
Intimacy Mastery
Control
Service
Belonging
Enjoyment
Innovation
Innocent
Sage
Explorer
Outlaw
Magician
Lover Hero
Jester
Caregiver
Everyman
Ruler
Creator
Brand
Archetypes

34. The Benefits of Archetypes
★ Acts as a filter for brand behaviour.
★ Creates a true north for the brand.
★ Defines as own-able tone.
★ Opens the brand up creatively.
★ Creates emotional associations for the
consumer.
★ Helps reinforce internal values and external
vision.

35. Who is your Brand ?

36. ‘The Innocent’

37. The
Innocent
The Motto
Free to be you and me
Core Desire to experience paradise
Goal to be happy
Fear doing something wrong / bad that will
provoke punishment
Strategy do things right
Gift faith and optimism
Trap Boring for all their naive innocence

38. ‘The Explorer’

39. The Explorer
The Motto
Don’t fence me in
Core Desire the freedom find out who you are by
exploring the world
Goal to experience a better, more authentic,
more fulfillingg life
Fear getting trapped, confronting, inner
emptiness, nonbeing
Strategy
journey, seek out and experience new
things, escape from entrapment and
boredom
Gift autonomy, ambition, ability to be true to
one’s own soul
Trap aimless wandering, becoming a misfit

40. ‘The Sage’

41. The Sage
The Motto
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
the thinking process
Gift wisdom and intelligence
Trap can study issues forever and never act

42. ‘The Hero’

43. The Hero
The Motto
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
Strategy become as strong, competent, powerful
as you are capable of being
Gift competence and courage
Trap arrogance, developing the need for
there to always be an enemy

44. ‘The Outlaw’

45. The
Outlaw
The Motto
Rules are made to be broken
Core Desire revenge or revolution
Goal to destroy what is not working (for the
outlaw or the society)
Fear being powerless, trivialised,
inconsequential
Strategy disrupt, destroy or shock
Gift outrageousness, radical freedom
Trap to go over to the dark side, criminally

46. ‘The Magician’

47. The
Magician
The Motto
I make things happen
Core Desire knowledge of the fundamental laws of
how the world or the universe works
Goal make dreams come true
Fear unanticipated negative consequences
Strategy develop vision and live it
Gift finding win - win outcomes
Trap becoming manipulative

48. ‘The Regular Guy’

49. The
Regular Guy
The Motto
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 touch, blend in
Gift realism, empathy, lack of pretence
Trap give up self to blend in, in exchange for
only a superficial connection

50. ‘The Lover’

51. The Lover
The Motto
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 experience, the
surroundings they love
Fear being alone, a wallflower, unwanted,
unloved
Strategy
become more and more attractive
physically, emotionally, and in every
other way
Gift passion, gratitude, appreciation,
commitment
Trap doing anything and everything to attract
and please others, losing identity

52. ‘The Jester’

53. The Jester
The Motto
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 jokes, be funny
Gift joy
Trap frittering away one’s life

54. ‘The Caregiver’

55. The
Caregiver
The Motto
Love your neighbour as yourself
Core Desire protect people fro harm
Goal to help others
Fear selfishness, ingratitude
Strategy do things for others
Gift compassion , generosity
Trap martyrdom of self, entrapment of others

56. ‘The Creator’

57. The Creator
The Motto
If you can imagine it.
It can be done
Core Desire create something of enduring value
Goal give form to vision
Fear having mediocre vision or execution
Strategy develop artistic control and skill
Gift creativity and imagination
Trap prefectionism, miscorrelation

58. ‘The Ruler’

59. The Ruler
The Motto
Power isn't everything.
It is the only thing
Core Desire control
Goal create a prosperous, successful family,
company, or community
Fear chaos, being overthrown
Strategy exert leadership
Gift responsibility leadership
Trap being bossy, authoritarian

60. So does your
story
Connect?

61. To be continued….