Cynthia Johnson, Co-founder at Bell + Ivy, presented at PicMonkey's #BYOBoss event in Los Angeles. She discussed brand archetypes and the difference between brand and marketing.
2. Major Topics
Outline of Discussion
What is a Brand's Purpose
What is Marketings Purpose?
Brand Archetypes
Framework
Branding vs Marketing
Brand Dictates Marketing Not the Other Way
Contact
3. The Purpose of Branding
To be recognized and understood. To
easily stand out.
8. Brand
Archetypes
Archetypes are the heartbeat of a
brand because they convey a
meaning that makes customers
relate to a product as if it actually
were alive in some way, they have a
relationship with it and care about
it.
9. Finding a Brand
Archetype
If our brand were a person, what kind of person would they be? How would they act?
Speak? Move? What character traits would people use to describe them?
If our brand were a person, what would their relationship to our most important
stakeholders be? A friend? A mentor or coach? A colleague? A boss? A peer? An ally?
How does our brand want to make our most important stakeholders feel?
What are the archetypes of our major competitors or closest peers? (If it’s impossible to
guess, they might have brand personality inconsistency).
If money and reality were no object, and you could hire anyone in the world, alive or dead,
fictional or real, to be your organization’s spokesperson, who would it be? Why them? What
about them makes them a good representative of your organization?