Download as PDF, PPTX
![Archetypes
Forms or images of a collective
nature which occur practically all
over the Earth as constituents of
myths and—at the same time—as
individual products of
unconscious.
The [forms and images] are
imprinted and hardwired into our
psyches](https://image.slidesharecdn.com/gianlucafiorelli-howtousearchetypesforharnessiingyoudigitalmarketingstrategy-bigdigitaladelaide-160608063637/75/Harnessing-The-Power-Of-Archetypes-For-Your-Digital-Marketing-6-2048.jpg)
Uploaded byGianluca Fiorelli
Harnessing The Power Of Archetypes For Your Digital Marketing
The document explores the use of archetypes in marketing, highlighting twelve distinct brand personality archetypes such as the creator, ruler, and caregiver, each with unique characteristics and appeal to audiences. It discusses the importance of understanding both how and why people search for information, and the role of storytelling in building brand loyalty and community engagement. Additionally, the document touches on gamification and the psychological aspects of branding, emphasizing that a brand is an emotional asset rather than just a visual identity.
More Related Content
Similar to Harnessing The Power Of Archetypes For Your Digital Marketing
Harnessing The Power Of Archetypes For Your Digital Marketing
- 1. HARNESSING THE POWEROF ARCHETYPES FOR YOUR MARKETING Gianluca Fiorelli @gfiorelli1 #BigDigitalADL
- 3. Slenderman Or the returnto oral tradition in storytelling in the Internet Age
- 4.
- 5. SHADOW Archetype Transpersonal, pure orradical evil (symbolized by the Devil and demons) and collective evil.
- 6. Archetypes Forms or imagesof a collective nature which occur practically all over the Earth as constituents of myths and—at the same time—as individual products of unconscious. The [forms and images] are imprinted and hardwired into our psyches
- 7. Roger Dooley In 80%of cases we make a decision before being rationally aware of it ( )
- 8.
- 9.
- 10.
- 11.
- 12.
- 13. THE CREATOR CREATIVE ANTICONFORMIST The Brand Empowersits audience as much as it is able to express itself using its products
- 14. THE RULER EXCLUSIVENESS STATUS GROWTH A brandthat presents itself as a Ruler is suggesting to their audience that they can be rulers too
- 15. THE CAREGIVER TRUST EMPHATY Caregiver brands presentthemselves as someone to trust, because they care and empathize with their audience
- 16. THE INNOCENT POSITIVISM BEAUTY The Innocent findspositive sides in everyone and everything
- 17. THE SAGE HUMANISM KNOWLEDGE The Sage isdeeply humanist and believe in the power of humankind to shape a better world through knowledge
- 18. THE EXPLORER ADVENTURE BRAVENESS Explorer brands prompttheir audience to challenge themselves and to discover their inner adventurer
- 19.
- 20. THE MAGICIAN CLEVERNESS INTELLIGENCE The Magician isable to make the impossible possible
- 21. THE OUTLAW REBEL ANARCHIST The Outlaw isthe rebel, the one who breaks the rules in order to free his true self
- 22. THE EVERYMAN NORMALITY HAPPYNESS Brands targeting theEveryman audience (and painting themselves as such) craft their messages about the beauty of simple things and daily real life
- 23. THE JESTER IRRIVERENT IMPULSIVE A brand thatpresents itself as the Jester is a brand that wants to make our lives easier and more bearable, providing us joy
- 24.
- 25. Knowing Our Archetype IsUseless If We Cannot Build a Brand Story With It
- 27.
- 28.
- 29.
- 30. Considering the relationbetween the nature of the main character (the Hero) and the environment where he acts Classification of literary works #1
- 31.
- 32. Considering if theHero is refused or accepted by society (Tragedy and Comedy) Classification of literary works #2
- 33.
- 34.
- 35. The Hero canbecome part of a community only if she passes through a series of tasks, which will award prizes and more capabilities. If the user is able to pass through all the tasks, he will not only be accepted but also may have the opportunity to be among the leaders of the community itself.
- 36.
- 39.
- 40. The Hero isnot an interior designer or decorator, but the Deus Ex Machina is there to help Everyman kind of people like me and you in every way as we decorate our own houses.
- 42.
- 43.
- 44. The Hero isthe brand community, who does not care what the mainstream concept of fashion is and designs and crowdfounds "its fashion."
- 45.
- 47.
- 49. IT’S ALL ABOUTTHE WHY
- 50.
- 52. There is aworld of stories hidden in the About Us and Mission pages
- 55. And in howwe design our Personas
- 56.
- 58. We can designPersonas using
- 59.
- 60. DEMOGRAPHIC DATA -GA Demographics http://itseo.org/28gtnRC
- 61. DEMOGRAPHIC DATA -GA User Explorer http://itseo.org/214cBQe
- 62. DEMOGRAPHIC DATA -FB Audience Insights http://itseo.org/24uyx7Z
- 63. PRO TIP: Add aFacebook retargeting pixel in your site just to collect demographic data http://itseo.org/1UD1CeS
- 64. And they leadto the Brand World Building Ian Lurie - http://itseo.org/1Un2HF0
- 68. STORIES THAT WEMUST PAINT ACCORDINGLY TO THE COLORS PATTERNS OF OUR ARCHETYPE
- 70.
- 71. AND STORIES THAT PEOPLECAN RECOGNIZE THEMSELVES WITH AT FIRST SIGHT
- 72.
- 73.
- 74. Stories we canA/B test and refine
- 75. A BRAND ISNOT A trademark. A mission statement. A logo or slogan. A product or service. An advertisement. Joanna Lord - http://itseo.org/1UtFbWl
- 76. A BRAND IS Anintangible asset that resides in people’s hearts and minds. Joanna Lord - http://itseo.org/1UtFbWl
- 77.