Harnessing The Power Of Archetypes For Your Digital Marketing
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Consider this: 1) 80% of the times we take a decision unconsciously; 2) archetypes are figures and images imprinted and hardwired into our psyches. Therefore, if a Brand is able to define an archetype figure around which to develop its own identity, and such to be attuned with the ones its audience refers itself to, then that Brand will be able to communicate and create strong bonds with that audience on a almost subliminal level, and with obvious competitive advantages. In this deck I present the 12 archetype figures and how to use them along with narrative modes in order to create a branded world that users will love to be part of.
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Harnessing The Power Of Archetypes For Your Digital Marketing
- 1. HARNESSING THE POWER OF ARCHETYPES FOR YOUR MARKETING Gianluca Fiorelli @gfiorelli1 #BigDigitalADL
- 3. Slenderman Or the return to oral tradition in storytelling in the Internet Age
- 5. SHADOW Archetype Transpersonal, pure or radical evil (symbolized by the Devil and demons) and collective evil.
- 6. 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
- 7. Roger Dooley In 80% of cases we make a decision before being rationally aware of it ( )
- 13. THE CREATOR CREATIVE ANTICONFORMIST The Brand Empowers its audience as much as it is able to express itself using its products
- 14. THE RULER EXCLUSIVENESS STATUS GROWTH A brand that presents itself as a Ruler is suggesting to their audience that they can be rulers too
- 15. THE CAREGIVER TRUST EMPHATY Caregiver brands present themselves as someone to trust, because they care and empathize with their audience
- 16. THE INNOCENT POSITIVISM BEAUTY The Innocent finds positive sides in everyone and everything
- 17. THE SAGE HUMANISM KNOWLEDGE The Sage is deeply humanist and believe in the power of humankind to shape a better world through knowledge
- 18. THE EXPLORER ADVENTURE BRAVENESS Explorer brands prompt their audience to challenge themselves and to discover their inner adventurer
- 20. THE MAGICIAN CLEVERNESS INTELLIGENCE The Magician is able to make the impossible possible
- 21. THE OUTLAW REBEL ANARCHIST The Outlaw is the rebel, the one who breaks the rules in order to free his true self
- 22. THE EVERYMAN NORMALITY HAPPYNESS Brands targeting the Everyman 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 that presents itself as the Jester is a brand that wants to make our lives easier and more bearable, providing us joy
- 25. Knowing Our Archetype Is Useless If We Cannot Build a Brand Story With It
- 30. Considering the relation between the nature of the main character (the Hero) and the environment where he acts Classification of literary works #1
- 32. Considering if the Hero is refused or accepted by society (Tragedy and Comedy) Classification of literary works #2
- 34. EXAMPLE #1
- 35. The Hero can become 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.
- 39. EXAMPLE #2
- 40. The Hero is not 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.
- 43. EXAMPLE #3
- 44. The Hero is the brand community, who does not care what the mainstream concept of fashion is and designs and crowdfounds "its fashion."
- 49. IT’S ALL ABOUT THE WHY
- 52. There is a world of stories hidden in the About Us and Mission pages
- 55. And in how we design our Personas
- 56. Buyer Persona
- 58. We can design Personas using
- 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 a Facebook retargeting pixel in your site just to collect demographic data http://itseo.org/1UD1CeS
- 64. And they lead to the Brand World Building Ian Lurie - http://itseo.org/1Un2HF0
- 68. STORIES THAT WE MUST PAINT ACCORDINGLY TO THE COLORS PATTERNS OF OUR ARCHETYPE
- 71. AND STORIES THAT PEOPLE CAN RECOGNIZE THEMSELVES WITH AT FIRST SIGHT
- 72. HERO SHOTS
- 74. Stories we can A/B test and refine
- 75. A BRAND IS NOT 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 An intangible asset that resides in people’s hearts and minds. Joanna Lord - http://itseo.org/1UtFbWl
- 77. THANK YOU