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THE POWER OF BRAND ARCHETYPES
IN BRAND CREATION
© BUTTERFLY LONDON 2014
WE ARE
BUTTERFLY LONDON
Hello
WE ARE A BRAND AND
INNOVATION COMPANY...
© BUTTERFLY LONDON 2014
© BUTTERFLY LONDON 2014
OUR EXPERTISE
COMMS PLATFORM
DEVELOPMENT
BRAND ARCHITECTURE
INNOVATION
NAMINGLAUNCH STRATEGIES
BRAND POSITIONING BRAND CREATION
CREATIVE WORKSHOPS
WE WORK WITH LEADING GLOBAL
BRANDS AND BUSINESSES
© BUTTERFLY LONDON 2014
© BUTTERFLY LONDON 2014
80% OF OUR WORK IS
OUTSIDE THE UK
WITH A STRONG FOCUS ON CONSUMERS IN EMERGING MARKETS.
© BUTTERFLY LONDON 2014
MASCULINITY IN
POLAND & TAIWAN
FEMININITY IN
RUSSIA & UKRAINE
IRRESISTIBILITY IN
EGYPT & SAUDI
20Y/O WOMEN
IN THE US
FRESHNESS IN
BRAZIL
A TEAM OF 15, WE SPEAK 10 LANGUAGES
& WE VALUE CULTURAL DIFFERENCES
WE HAVE ALREADY DELIVERED PROJECTS IN 25 COUNTRIES
SOME OF OUR 2013/2014 PROJECTS
Brand positioning in soft drinks
Brand extension in white spirits
Corporate brand development in baby category
Communication development in snack foods
Naming development in fashion
Range development in personal care
Concept development in beer
Concept optimisation in coffee
Product innovation in confectionery
Breakthrough innovation in dairy
Understanding consumer behaviour in laundry care
Decoding the beauty category
BRAZIL, DENMARK, EGYPT, FRANCE, GERMANY,
GREECE, HOLLAND, HUNGARY, ITALY, MEXICO, POLAND,
RUSSIA, SAUDI ARABIA, SOUTH AFRICA, SPAIN, SWEDEN,
SWITZERLAND, TAIWAN, THAILAND, TURKEY, UAE, UK,
UKRAINE, US
© BUTTERFLY LONDON 2014
A BRAND IS A COHERENT SET OF
IDEAS IN YOUR CONSUMER’S MIND
NOW 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 TO AND OTHERS THAT YOU DO NOT.
• PEOPLE HAVE CHARACTER …AND SO DO BRANDS.
CUE THE OLD-TIMER
BRAND MODEL...
BUT 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.”
“EMOTION, INTUITION,
LONG-TERM MEMORIES
AND UNCONSCIOUS
MOTIVATIONS MAKE UP AS
MUCH AS 80 PERCENT OF OUR
DECISION-MAKING PROCESSES.
THAT LEAVES JUST 20 PERCENT
HOW CAN WE FIND DEEPER WAYS TO CONNECT
WITH OUR CONSUMERS (PEOPLE)?
DESCARTES’ ERROR, ANTONIO DAMASI KEVIN ROBERTS, SAATCHI & SAATCHI
IT’S NOT THAT NEW, AND IT’S ACTUALLY BEEN
AROUND FOR AGES…
BUT IT’S STILL KINDA COOL…
JUNG’S ‘ARCHETYPAL THEORY’
THE 12 MASTER ARCHETYPES
Change
Group
Belonging
Self-
knowledge
Order
Sage
Innocent
Explorer
Outlaw Hero
Magician
Jester
Lover
EverymanCreator
Ruler Caregiver
WE INTUITIVELY ‘GET’ ARCHETYPES
THEY ARE SHORTCUTS TO MEANING
THEY TRANSCEND TIME AND PLACE
ISN’T THIS WHAT WE WANT
FROM A BRAND??
WHICH ARCHETYPES ARE THESE
LAUNDRY CARE BRANDS?
MOST OF THEM ARE TYPICALLY
EVERYMAN OR CAREGIVER
Change
Group
Belonging
Self-
knowledge
Order
Sage
Innocent
Explorer
Outlaw Hero
Magician
Jester
Lover
EverymanCreator
Ruler Caregiver
BUT PERSIL & ARIEL ARE DIFFERENT
Change
Group
Belonging
Self-
knowledge
Order
Sage
Innocent
Explorer
Outlaw Hero
Magician
Jester
Lover
EverymanCreator
Ruler Caregiver
ARIEL COMMUNICATES DIFFERENTLY –
THE HERO
CLICK TO WATCH
PERSIL PLAYS THE EXPLORER
DEVELOPING COMPELLING BRAND PERSONALITIES
IF ARCHETYPES CONNECT MORE DEEPLY WITH PEOPLE…AND THEY TRAVEL…
…THEN YOU CAN CREATE MORE COMPELLING BRAND PERSONALITIES BY ALIGNING
WITH ARCHETYPES
LOOK AT THE FOLLOWING ARCHETYPES AND DECIDE WHICH IS CLOSEST TO YOUR BRAND.
ONCE YOU’VE FOUND IT, SEE WHAT YOU CAN LEARN FROM THAT ARCHETYPE AND HOW
YOU CAN IMPROVE YOUR COMMUNICATIONS AND STRATEGY
YOU CAN ALSO USE THE ARCHETYPES AS A CREATIVE EXERCISE TO EXPLORE HOW YOUR BRAND
WOULD TALK, BEHAVE AND REACT FROM THE POINT OF VIEW OF EACH OF THE ARCHETYPES.
YOU’LL GET SOME EYE-OPENING AND UNEXPECTED IDEAS THAT CAN HELP SHAPE WHAT YOU
DO NEXT
THE 12 MASTER ARCHETYPES
Change
Group
Belonging
Self-
knowledge
Order
Sage
Innocent
Explorer
Outlaw Hero
Magician
Jester
Lover
EverymanCreator
Ruler Caregiver
MAGICIAN – AFFECT TRANSFORMATION
THE MAGICIAN USES HIS IMAGINATION AND DRAWS UPON FORCES FROM ABOVE TO HELP
GIVE HIS IDEA AND MAKE IT A REALITY IN THE MATERIAL WORLD.
THE MAGICIAN IS CLEVER, GIFTED, AND BLESSED WITH MYSTERIOUS POWERS. HE EVOKES
AMAZEMENT THROUGH HIS INTUITION AND CLEVERNESS. HE CAN MAKE THE IMPOSSIBLE
HAPPEN, AND CAN BRING ABOUT WONDROUS CHANGE.
MAGICIAN BRANDS REPRESENT ‘TRANSFORMATIONAL’ PRODUCTS OR SERVICES, WHICH
ARE ABLE TO TAKE THEIR CONSUMERS TO ANOTHER (LITERAL OR METAPHORICAL) PLACE.
THE SPIRIT OF THE MAGICIAN IS EASILY EVOKED WHEN THE PRODUCT HAS EXOTIC OR
ANCIENT ORIGINS OR IF IT INVOLVES SOME SPECIAL RITUAL.
MAGICIAN BRANDS ARE ABLE TO CREATE A DYNAMIC CHANGE WITHIN THEIR CATEGORY,
OFTEN BY LOOKING AT IT WITH DIFFERENT EYES AND PRESENTING THE CONSUMER WITH
A NEW TAKE OR CREATIVE ANGLE.
MAGICIAN BRANDS ARE ALSO HIGHLY INNOVATIVE, AND ARE OFTEN RELATED TO A VERY
NEW, CONTEMPORARY PRODUCT.
TRANSFORM THE WORLD AND CREATE DELIGHT WITH THEIR IMAGINATION AND CLEVERNESS
OUTLAW - BREAK THE RULES
THE OUTLAW IS THE REBEL; THEY CHALLENGE THE WORLD AS WE KNOW IT. THEY ARE
OFTEN AT ODDS WITH RULERS, WHO REPRESENT STASIS, AND THE INVERT OF THE HERO.
HEROES CHALLENGE FOR THE GOOD OF SOCIETY, WHEREAS OUTLAWS ARE SOMETIMES
MORE INDIVIDUALLY MOTIVATED.
OUTLAW ARCHETYPES REPRESENT A RELEASE OF PENT-UP PASSIONS. TO BE SO
OSTENTATIOUSLY CRITICAL OF TODAY IS A LIBERATING EXPERIENCE, HENCE REBEL
FILM CHARACTERS ARE OFTEN GLAMOROUS. WE ARE OFTEN ATTRACTED TO OUTLAW
BRANDS AS A WAY OF LETTING OFF STEAM.
OUTLAWS ARE VERY ACUTELY AWARE OF LIMITATIONS IN SOCIETY – THEY SET OUT TO
BREAK THE RULES AND CHALLENGE CONVENTION. HENCE, OUTLAW BRANDS OFTEN
CHALLENGE THE CONVENTIONS WITHIN THEIR CATEGORIES, DEMANDING,
AND SOMETIMES PROVIDING, CHANGE.
OUTLAW BRANDS ALSO HELP RETAIN VALUES THAT ARE THREATENED BY EMERGING
ONES, OR PAVE THE WAY FOR REVOLUTIONARY NEW ATTITUDES. OUTLAW BRANDS
SOMETIMES FEEL THE EXCITEMENT OF BEING A LITTLE BIT “BAD”. SOMETIMES, THIS
MIGHT MEAN THAT THEY DO NOT FEEL MORAL, BUT FEEL POWERFUL. THEY MAY NOT
BE ADMIRED, BUT ARE SATISFIED TO BE FEARED.
OUTLAW BRANDS ENJOY FEELING A LITTLE BIT “BAD”. MAY NOT BE ADMIRED BUT SATISFIED TO BE FEARED.
JESTER - HAVE A GOOD TIME
THE JESTER IS CHARACTERIZED BY BEING FUN, ORIGINAL, AND IRREVERENT.
JESTER FIGURES ENJOY LIFE AND INTERACTION FOR THEIR OWN SAKE.
THE JESTER ARCHETYPE EMBODIES THE ENERGIES OF MISCHIEF AND DESIRE FOR
CHANGE, TEARING DOWN THE OLD TO CREATE THE NEW. HE IS THE ENERGY THAT
ALLOWS US TO BREAK OUT OF OUR STEREOTYPES INTO A WORLD OF LIMITLESS
POSSIBILITIES, AND HE ENCOURAGES US ALL TO JOIN IT, ELSE IT DESTROYS US.
AND LIKE ANYONE WHO DARES TO CHALLENGE THE ESTABLISHED ORDER, HE IS
FREQUENTLY MISUNDERSTOOD, SHUNNED, OR CONSIDERED A THREAT.
THE JESTER TENDS TO BE A GOOD BRAND IDENTIFICATION BECAUSE VIRTUALLY
EVERYONE IS HUNGRY FOR MORE FUN. TRUE JESTER BRANDS HELPS US REALLY
LIVE LIFE IN THE PRESENT AND ALLOWS US TO BE IMPULSIVE AND SPONTANEOUS,
AND TO HELP PEOPLE HAVE A GOOD TIME.
JESTERS BRANDS ARE CATALYSTS FOR CHANGE, BUT, INSTEAD OF TAKING ON THE
MARKETPLACE LIKE HEROES, OR FIGHTING AGAINST IT LIKE OUTLAWS, JESTER BRANDS
WILL RIDICULE CATEGORY CONVENTIONS AND ARE OPENLY DISMISSIVE OF SELF-
IMPORTANT AND OVERCONFIDENT, ESTABLISHED BRANDS.
AN ELEMENT OF ENERGY AND FUN, OVERTHROWING THE ESTABLISHED WAY OF DOING THINGS.
LOVER BRANDS ARE A ROMANTIC AND GLAMOROUS LOT. THEY HAVE A DREAMLIKE QUALITY,
AND EASY TO FALL IN LOVE WITH.
LOVER - FIND AND GIVE LOVE
THE LOVER IS A DASHING, CHIVALROUS, AND ROMANTIC FIGURE. HE REPRESENTS ALL
THAT IS DREAMY AND GLAMOROUS ABOUT LIFE. THE LOVER IS THE MAN OR WOMAN
WHO EXPERIENCES JOY, DELIGHT & ECSTASY IN THE SENSORY AND SENSUAL REALMS.
LOVE IS AT THE HEART OF LOVER BRANDS – LOVE OF LIFE, OF THE PRODUCT AND
OF EACH OTHER.
LOVER BRANDS TEND TO BE THOSE THAT FOCUS ON THE SENSES AND CREATE A
MULTI-SENSORY EXPERIENCE FOR CONSUMERS.
BUT THE LOVER ARCHETYPE IS NOT JUST ABOUT SEX. THE LOVER IS ALSO THE
SOURCE OF OUR LONGING FOR A BETTER WORLD. THE IDEALIST AND THE DREAMER
ARE EXPRESSIONS OF THE LOVER.
AT THEIR MOST LITERAL, LOVER BRANDS HELP PEOPLE BELONG, FIND FRIENDS
OR PARTNERS, OR HELP PEOPLE HAVE A GOOD TIME.
DOWN TO EARTH - SIMPLY DESIRES CONNECTION WITH OTHERS. FRIENDLY & SUPPORTIVE
BRANDS
EVERYMAN – BE OKAY JUST AS YOU ARE
THE EVERYMAN DEMONSTRATES THE VIRTUES OF SIMPLY BEING AN ORDINARY PERSON,
JUST LIKE OTHERS; THEY ARE UNSELFISH, FAITHFUL, SUPPORTIVE, AND FRIENDLY.
THE UNDERLYING VALUE IS THAT EVERYONE MATTERS, JUST AS THEY ARE. THE
PHILOSOPHY IS THAT THE GOOD THINGS IN LIFE BELONG TO EVERYONE AS A RIGHT.
EVERYMAN BRANDS GIVE PEOPLE A SENSE OF BELONGING, OR BEING PART OF
GROUP, OF FRIENDSHIP AND CARE.
THEY ARE OFTEN, THOUGH NOT EXCLUSIVELY, OWNED BY BRANDS WITH AN EVERYDAY
FUNCTIONALITY.
EVERYMAN COMPANIES OFTEN HAVE DOWN-TO-EARTH ORGANISATIONAL CULTURE,
THE SORT OF PLACE WHERE ‘EVERYONE KNOWS YOUR NAME’.
CAREGIVER – CARE FOR OTHERS
THE CAREGIVER IS ONE OF THE MOST POWERFUL – AND POSITIVE – ARCHETYPES. THE
CAREGIVER IS AN ALTRUIST, MOVED BY COMPASSION, GENEROSITY, AND A DESIRE TO
HELP OTHERS. THE CAREGIVER FEARS INSTABILITY AND DIFFICULTY NOT SO MUCH
FOR HERSELF, BUT FOR THEIR IMPACT ON PEOPLE WHO ARE LESS FORTUNATE OR
RESILIENT.
CAREGIVER BRANDS ALL HOLD OUT THE PROMISE OF INNOCENCE. THEY ARE PURE,
NATURAL, AND GENTLE; THERE IS NOTHING HARSH OR AGGRESSIVE ABOUT ANY
OF THEM. CAREGIVER BRANDS OFTEN REFLECT THE ESSENTIAL QUALITIES OF THE
CAREGIVING RELATIONSHIP: EMPATHY, COMMUNICATION, CONSISTENCY, TRUST.
COMPLEX OR CONTEMPORARY EXPRESSIONS OF THE CAREGIVER INSTINCT HELP
TODAY’S CONSUMERS RECONCILE THEIR DESIRE TO BE GENEROUS AND CARING, WITH
THEIR OWN EXTERNAL CONFLICTS OR THE PRESSURES OF MODERN LIFE.
THEY ARE MUCH RESPECTED AND TRUSTED, AND ARE ICONS OF HOME, SECURITY
AND CONTINUITY.
RULER - EXERT CONTROL
THE RULER IS THE BOSS, LEADER, ARISTOCRAT, KING, QUEEN, POLITICIAN, ROLE MODEL,
MANAGER OR ADMINISTRATOR, AND THEY TAKE THIS ROLE IN THE CATEGORIES THAT
THEY PLAY IN.
RULERS LAY DOWN THE LAW. THEY SEE THEMSELVES AS KNOWING WHAT IS GOOD FOR
PEOPLE. IF THERE IS ANYTHING THE RULER HATES, IT IS ANY KIND OF CHANGE THEY
CANNOT CONTROL.
RULER BRANDS SOMETIMES HAVE HIGH-STATUS PRODUCTS ATTACHED TO THEM THAT
ARE USED BY PEOPLE TO ENHANCE THEIR POWER.
HOWEVER, THE RULER ARCHETYPE IS NOT JUST ABOUT WEALTH AND POWER. RULERS
ARE ABOUT BEING MODELS FOR IDEAL BEHAVIOUR IN THE SOCIETY, SO RULER BRANDS
ARE OFTEN LEADERS IN THEIR CATEGORY, DOMINATING AND REPRESENTING THE
ESTABLISHED WAY, AND LAYING DOWN THE CATEGORY LAW; THEY SEE THEMSELVES AS
KNOWING WHAT IS GOOD FOR PEOPLE AND SETTING OUT THE STANDARD.
RULER COMPANIES ARE OFTEN MARKET LEADERS, WHICH OFFERS A SENSE OF
SECURITY AND STABILITY IN A CHAOTIC WORLD.
THEY ARE ALL PART OF THE ESTABLISHMENT, AND SET THE RULES BY WHICH MOST OTHER
BRANDS PLAY.
CREATOR – CRAFT SOMETHING NEW
CREATORS HAVE A DESIRE TO CREATE THINGS OF ENDURING VALUE. THE CREATOR
ARCHETYPE IS SEEN IN THE ARTIST, WRITER, INNOVATOR, ENTREPRENEUR, AS WELL
AS ANY ENDEAVOUR THAT TAPS INTO THE HUMAN IMAGINATION. THEY ARE OFTEN LED
BY A VISION.
AT THE HEART OF THE CREATOR’S PASSION IS SELF-EXPRESSION, MOST OFTEN IN
MATERIAL FORM – THEY FEEL THE NEED TO CREATE SOMETHING PHYSICAL AND
TANGIBLE. ULTIMATELY, WHAT THE CREATOR DESIRES IS TO FORM A WORK OF ART
SO SPECIAL THAT IT WILL ENDURE. AND, IN THIS WAY, THE CREATOR ACHIEVES A KIND
OF IMMORTALITY
CREATOR BRANDS ARE INHERENTLY NON-CONFORMIST. WHAT THEY STAND FOR
IS NOT ABOUT FITTING IN, BUT ABOUT EXPRESSING SOMETHING PERSONAL AND
DEEPLY FELT.
CREATOR BRANDS PROMOTE SELF-EXPRESSION, GIVES CONSUMERS CHOICES AND
OPTIONS, AND HELPS FOSTER INNOVATION OR IS ARTISTIC IN DESIGN.
CREATORS ARE NON CONFORMIST – THEY ARE NOT MOTIVATED BY FITTING IN, BUT
BY SELF-EXPRESSION
INNOCENT – RENEW OR RETAIN FAITH
THE INNOCENT IS THE MOST FEMININE OF THE ARCHETYPES; SHE IS OPTIMISTIC,
INNOCENT, AND PURE, ALWAYS SEEING THE GOOD IN PEOPLE AND LIFE.
THE INNOCENT SEES THE POTENTIAL FOR BEAUTY IN ALL THINGS, AND INSPIRES PEOPLE
TO SEEK OUT THE WONDROUS SIDE OF LIFE. SHE IS THE SPONTANEOUS, TRUSTING CHILD
THAT, WHILE A BIT DEPENDENT, HAS BOUNDLESS OPTIMISM.
THE PROMISE OF INNOCENT BRANDS IS THAT LIFE NEED NOT BE HARD, AND MOST TRY
TO ENDOW THAT OPTIMISM AND GENTLENESS IN THEIR CONSUMERS. INNOCENT ADVERTS
OFTEN APPEAL TO NOSTALGIA, TAPPING INTO STRONGLY INTO THE EMOTIONS.
OFTEN INNOCENT BRANDS FOCUS ON THE PURITY AND SIMPLICITY OF THEIR INGREDIENTS,
INSTEAD HARD RATIONAL BENEFITS. THEY OFFER A SIMPLE SOLUTION TO AN
IDENTIFIABLE PROBLEM AND ARE ASSOCIATED WITH GOODNESS, MORALITY, SIMPLICITY,
NOSTALGIA OR CHILDHOOD
INNOCENT BUSINESSES HAVE STRAIGHTFORWARD VALUES AND ARE SEEN AS TRUTHFUL,
HONEST AND RELIABLE.
THE INNOCENT IN EACH OF US WANTS TO LIVE IN THAT PERFECT LAND WHERE WE ARE “FREE
TO YOU BE YOU AND ME”.
SAGE – UNDERSTAND THEIR WORLD
SAGES ARE DRIVEN BY A DESIRE TO UNDERSTAND AND KNOW THE WORLD AROUND THEM.
HE REPRESENTS WISDOM, ASCETICISM, AND DESTINY. THE SAGE’S POWER IS TO SEE AND
TELL THE TRUTH.
THE SAGE HAS FAITH IN THE CAPACITY OF HUMANKIND TO LEARN AND GROW IN WAYS
THAT ALLOW US TO CREATE A BETTER WORLD. THE SAGE ALSO WANTS TO BE FREE TO
THINK FOR THEMSELVES AND TO HOLD THEIR OWN OPINIONS. AT WORST, THE SAGE IS
DOGMATIC, ARROGANT, AND OPINIONATED. AT BEST, HE OR SHE BECOMES A GENUINELY
ORIGINAL THINKER AND ACHIEVES REAL WISDOM.
SAGE BRANDS CONNECT WITH THIS DESIRE TO UNDERSTAND THEIR WORLD AND HELP TO
ENLIGHTEN CONSUMERS. THEY ARE OFTEN DIGNIFIED AND SUBDUED, WITH AN AIR OF
ELITENESS.
SAGES OFTEN EXPRESS A HIGH NEED FOR AUTONOMY. FREEDOM AND INDEPENDENCE
ARE KEY VALUES OF SAGE BRANDS.
OFTEN SAGE BRANDS PROVIDE EXPERTISE OR INFORMATION, OR ENCOURAGE
CUSTOMERS TO THINK. THEY ARE OFTEN BASED ON ESOTERIC KNOWLEDGE.
SAGE BRANDS ARE THOUGHTFUL, WITH AN INDEPENDENT ATTITUDE.
EXPLORER – SEARCH FOR AUTHENTICITY
THE EXPLORER IS CHARACTERIZED BY BEING INDEPENDENT, ADVENTUROUS, AND DARING,
AND REPRESENTS SELF-DISCOVERY, TRIAL, AND CHALLENGE. WHEREAS THE OUTLAW
ARCHETYPE CHALLENGES SOCIETY, THE EXPLORER IS OUT TO FIND HIMSELF, AND WHAT
IS THE RIGHT THING FOR HIM TO DO
EXPLORERS HAVE A STRONG NEED FOR SELF-SUFFICIENCY – AND TEND TO WANT TO
BE FREE OF THE ESTABLISHMENT. HE IS DRIVEN BY A DESIRE FOR LIFE-ALTERING
EXPERIENCES.
HOWEVER, WHEREAS THE HERO BRAND MAY FIGHT TO CHANGE THE WORLD, THE
EXPLORER BRAND MORE TYPICALLY WANTS TO LIVE THEIR LIFE BY THEIR OWN VALUES.
EXPLORER BRANDS REPRESENT THIS INTERNAL QUEST FOR AUTHENTICITY, AND ARE
OFTEN LESS OVERT THAN HERO / OUTLAW BRANDS. EXPLORER BRANDS OFTEN HELP
PEOPLE FEEL FREE, NONCONFORMIST OR PIONEERING AND HELP PEOPLE EXPRESS
THEIR INDIVIDUALITY
AS A BUSINESS THEY ARE DRIVEN TO CREATE NEW AND EXCITING PRODUCTS OR
EXPERIENCES AND ARE OFTEN AHEAD OF THEIR TIME, WILLING TO TAKE TOUGH STANDS
FOR SOMETHING THEY BELIEVE IN.
HOLD OUT THE PROMISE OF NEW EXPERIENCES, AND CHALLENGE CONSUMERS TO TRY THEM.
AND BY TRYING THEM, THE CONSUMER LEARNS A LITTLE MORE ABOUT HIMSELF.
HERO – ACT COURAGEOUSLY
THE HERO IS STRONG, CONFIDENT, DISCIPLINED, AND COURAGEOUS. HE IS AT THE
HEIGHT OF HIS POWERS, FIGHTING BATTLES AGAINST EVIL FORCES, AND FREEING THE
WORLD FROM OPPRESSION.
HE REPRESENTS POWER, HONOUR, AND VICTORY, AND HE TRIUMPHS OVER EVIL,
ADVERSITY, OR A MAJOR CHALLENGE. IN DOING SO, HE IS AN INSPIRATION TO US ALL,
SHOWING WHAT IS POSSIBLE IF WE BELIEVE. MORE THAN ANY OTHER ARCHETYPE, THE
HERO REPRESENTS ACTIVE SUCCESS. FOR THE HERO, TO KNOW AND TO ACT ARE ONE.
HERO BRANDS OFTEN SPEAK TO US IN LANGUAGE THAT HELPS INSPIRE US TO ACHIEVE.
THEY MAY HAVE STARTED LIFE OUT AS THE CHALLENGER BRAND, THOUGH STRONG
ONES WILL RETAIN HEROIC STATUS EVEN WHEN THEY HAVE BECOME MARKET LEADER.
HERO BUSINESSES OFTEN CREATE INNOVATIONS THAT WILL HAVE A MAJOR IMPACT ON
THE WORLD AND CAN SOLVE A MAJOR SOCIAL PROBLEM OR ENCOURAGE OTHERS TO
DO SO.
HERO BRANDS EXUDE POWER AND STRENGTH. BUT A CONTROLLED STRENGTH, HARNESSED
TO THE BENEFIT OF THE USER.
ANDREA VISUS
M +44 7531 356 985 (UK)
andrea@butterflylondon.com
We look forward to hearing from you
© BUTTERFLY LONDON 2013
BIANCA CAWTHORNE
M +44 7866 806 367 (UK)
M + 7 917 596 1063 (RU)
bianca@butterflylondon.com

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The Power Of Archetypes In Brand Creation

  • 1.
  • 2. THE POWER OF BRAND ARCHETYPES IN BRAND CREATION
  • 3. © BUTTERFLY LONDON 2014 WE ARE BUTTERFLY LONDON Hello
  • 4. WE ARE A BRAND AND INNOVATION COMPANY... © BUTTERFLY LONDON 2014
  • 5. © BUTTERFLY LONDON 2014 OUR EXPERTISE COMMS PLATFORM DEVELOPMENT BRAND ARCHITECTURE INNOVATION NAMINGLAUNCH STRATEGIES BRAND POSITIONING BRAND CREATION CREATIVE WORKSHOPS
  • 6. WE WORK WITH LEADING GLOBAL BRANDS AND BUSINESSES © BUTTERFLY LONDON 2014
  • 7. © BUTTERFLY LONDON 2014 80% OF OUR WORK IS OUTSIDE THE UK WITH A STRONG FOCUS ON CONSUMERS IN EMERGING MARKETS.
  • 8. © BUTTERFLY LONDON 2014 MASCULINITY IN POLAND & TAIWAN FEMININITY IN RUSSIA & UKRAINE IRRESISTIBILITY IN EGYPT & SAUDI 20Y/O WOMEN IN THE US FRESHNESS IN BRAZIL A TEAM OF 15, WE SPEAK 10 LANGUAGES & WE VALUE CULTURAL DIFFERENCES WE HAVE ALREADY DELIVERED PROJECTS IN 25 COUNTRIES
  • 9. SOME OF OUR 2013/2014 PROJECTS Brand positioning in soft drinks Brand extension in white spirits Corporate brand development in baby category Communication development in snack foods Naming development in fashion Range development in personal care Concept development in beer Concept optimisation in coffee Product innovation in confectionery Breakthrough innovation in dairy Understanding consumer behaviour in laundry care Decoding the beauty category BRAZIL, DENMARK, EGYPT, FRANCE, GERMANY, GREECE, HOLLAND, HUNGARY, ITALY, MEXICO, POLAND, RUSSIA, SAUDI ARABIA, SOUTH AFRICA, SPAIN, SWEDEN, SWITZERLAND, TAIWAN, THAILAND, TURKEY, UAE, UK, UKRAINE, US © BUTTERFLY LONDON 2014
  • 10.
  • 11. A BRAND IS A COHERENT SET OF IDEAS IN YOUR CONSUMER’S MIND
  • 12. NOW 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 TO AND OTHERS THAT YOU DO NOT. • PEOPLE HAVE CHARACTER …AND SO DO BRANDS.
  • 14. BUT 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.” “EMOTION, INTUITION, LONG-TERM MEMORIES AND UNCONSCIOUS MOTIVATIONS MAKE UP AS MUCH AS 80 PERCENT OF OUR DECISION-MAKING PROCESSES. THAT LEAVES JUST 20 PERCENT HOW CAN WE FIND DEEPER WAYS TO CONNECT WITH OUR CONSUMERS (PEOPLE)? DESCARTES’ ERROR, ANTONIO DAMASI KEVIN ROBERTS, SAATCHI & SAATCHI
  • 15.
  • 16. IT’S NOT THAT NEW, AND IT’S ACTUALLY BEEN AROUND FOR AGES… BUT IT’S STILL KINDA COOL…
  • 18. THE 12 MASTER ARCHETYPES Change Group Belonging Self- knowledge Order Sage Innocent Explorer Outlaw Hero Magician Jester Lover EverymanCreator Ruler Caregiver
  • 20. THEY ARE SHORTCUTS TO MEANING
  • 21. THEY TRANSCEND TIME AND PLACE
  • 22. ISN’T THIS WHAT WE WANT FROM A BRAND??
  • 23.
  • 24. WHICH ARCHETYPES ARE THESE LAUNDRY CARE BRANDS?
  • 25. MOST OF THEM ARE TYPICALLY EVERYMAN OR CAREGIVER Change Group Belonging Self- knowledge Order Sage Innocent Explorer Outlaw Hero Magician Jester Lover EverymanCreator Ruler Caregiver
  • 26. BUT PERSIL & ARIEL ARE DIFFERENT Change Group Belonging Self- knowledge Order Sage Innocent Explorer Outlaw Hero Magician Jester Lover EverymanCreator Ruler Caregiver
  • 27. ARIEL COMMUNICATES DIFFERENTLY – THE HERO CLICK TO WATCH
  • 28. PERSIL PLAYS THE EXPLORER
  • 29.
  • 30. DEVELOPING COMPELLING BRAND PERSONALITIES IF ARCHETYPES CONNECT MORE DEEPLY WITH PEOPLE…AND THEY TRAVEL… …THEN YOU CAN CREATE MORE COMPELLING BRAND PERSONALITIES BY ALIGNING WITH ARCHETYPES LOOK AT THE FOLLOWING ARCHETYPES AND DECIDE WHICH IS CLOSEST TO YOUR BRAND. ONCE YOU’VE FOUND IT, SEE WHAT YOU CAN LEARN FROM THAT ARCHETYPE AND HOW YOU CAN IMPROVE YOUR COMMUNICATIONS AND STRATEGY YOU CAN ALSO USE THE ARCHETYPES AS A CREATIVE EXERCISE TO EXPLORE HOW YOUR BRAND WOULD TALK, BEHAVE AND REACT FROM THE POINT OF VIEW OF EACH OF THE ARCHETYPES. YOU’LL GET SOME EYE-OPENING AND UNEXPECTED IDEAS THAT CAN HELP SHAPE WHAT YOU DO NEXT
  • 31. THE 12 MASTER ARCHETYPES Change Group Belonging Self- knowledge Order Sage Innocent Explorer Outlaw Hero Magician Jester Lover EverymanCreator Ruler Caregiver
  • 32. MAGICIAN – AFFECT TRANSFORMATION THE MAGICIAN USES HIS IMAGINATION AND DRAWS UPON FORCES FROM ABOVE TO HELP GIVE HIS IDEA AND MAKE IT A REALITY IN THE MATERIAL WORLD. THE MAGICIAN IS CLEVER, GIFTED, AND BLESSED WITH MYSTERIOUS POWERS. HE EVOKES AMAZEMENT THROUGH HIS INTUITION AND CLEVERNESS. HE CAN MAKE THE IMPOSSIBLE HAPPEN, AND CAN BRING ABOUT WONDROUS CHANGE. MAGICIAN BRANDS REPRESENT ‘TRANSFORMATIONAL’ PRODUCTS OR SERVICES, WHICH ARE ABLE TO TAKE THEIR CONSUMERS TO ANOTHER (LITERAL OR METAPHORICAL) PLACE. THE SPIRIT OF THE MAGICIAN IS EASILY EVOKED WHEN THE PRODUCT HAS EXOTIC OR ANCIENT ORIGINS OR IF IT INVOLVES SOME SPECIAL RITUAL. MAGICIAN BRANDS ARE ABLE TO CREATE A DYNAMIC CHANGE WITHIN THEIR CATEGORY, OFTEN BY LOOKING AT IT WITH DIFFERENT EYES AND PRESENTING THE CONSUMER WITH A NEW TAKE OR CREATIVE ANGLE. MAGICIAN BRANDS ARE ALSO HIGHLY INNOVATIVE, AND ARE OFTEN RELATED TO A VERY NEW, CONTEMPORARY PRODUCT. TRANSFORM THE WORLD AND CREATE DELIGHT WITH THEIR IMAGINATION AND CLEVERNESS
  • 33. OUTLAW - BREAK THE RULES THE OUTLAW IS THE REBEL; THEY CHALLENGE THE WORLD AS WE KNOW IT. THEY ARE OFTEN AT ODDS WITH RULERS, WHO REPRESENT STASIS, AND THE INVERT OF THE HERO. HEROES CHALLENGE FOR THE GOOD OF SOCIETY, WHEREAS OUTLAWS ARE SOMETIMES MORE INDIVIDUALLY MOTIVATED. OUTLAW ARCHETYPES REPRESENT A RELEASE OF PENT-UP PASSIONS. TO BE SO OSTENTATIOUSLY CRITICAL OF TODAY IS A LIBERATING EXPERIENCE, HENCE REBEL FILM CHARACTERS ARE OFTEN GLAMOROUS. WE ARE OFTEN ATTRACTED TO OUTLAW BRANDS AS A WAY OF LETTING OFF STEAM. OUTLAWS ARE VERY ACUTELY AWARE OF LIMITATIONS IN SOCIETY – THEY SET OUT TO BREAK THE RULES AND CHALLENGE CONVENTION. HENCE, OUTLAW BRANDS OFTEN CHALLENGE THE CONVENTIONS WITHIN THEIR CATEGORIES, DEMANDING, AND SOMETIMES PROVIDING, CHANGE. OUTLAW BRANDS ALSO HELP RETAIN VALUES THAT ARE THREATENED BY EMERGING ONES, OR PAVE THE WAY FOR REVOLUTIONARY NEW ATTITUDES. OUTLAW BRANDS SOMETIMES FEEL THE EXCITEMENT OF BEING A LITTLE BIT “BAD”. SOMETIMES, THIS MIGHT MEAN THAT THEY DO NOT FEEL MORAL, BUT FEEL POWERFUL. THEY MAY NOT BE ADMIRED, BUT ARE SATISFIED TO BE FEARED. OUTLAW BRANDS ENJOY FEELING A LITTLE BIT “BAD”. MAY NOT BE ADMIRED BUT SATISFIED TO BE FEARED.
  • 34. JESTER - HAVE A GOOD TIME THE JESTER IS CHARACTERIZED BY BEING FUN, ORIGINAL, AND IRREVERENT. JESTER FIGURES ENJOY LIFE AND INTERACTION FOR THEIR OWN SAKE. THE JESTER ARCHETYPE EMBODIES THE ENERGIES OF MISCHIEF AND DESIRE FOR CHANGE, TEARING DOWN THE OLD TO CREATE THE NEW. HE IS THE ENERGY THAT ALLOWS US TO BREAK OUT OF OUR STEREOTYPES INTO A WORLD OF LIMITLESS POSSIBILITIES, AND HE ENCOURAGES US ALL TO JOIN IT, ELSE IT DESTROYS US. AND LIKE ANYONE WHO DARES TO CHALLENGE THE ESTABLISHED ORDER, HE IS FREQUENTLY MISUNDERSTOOD, SHUNNED, OR CONSIDERED A THREAT. THE JESTER TENDS TO BE A GOOD BRAND IDENTIFICATION BECAUSE VIRTUALLY EVERYONE IS HUNGRY FOR MORE FUN. TRUE JESTER BRANDS HELPS US REALLY LIVE LIFE IN THE PRESENT AND ALLOWS US TO BE IMPULSIVE AND SPONTANEOUS, AND TO HELP PEOPLE HAVE A GOOD TIME. JESTERS BRANDS ARE CATALYSTS FOR CHANGE, BUT, INSTEAD OF TAKING ON THE MARKETPLACE LIKE HEROES, OR FIGHTING AGAINST IT LIKE OUTLAWS, JESTER BRANDS WILL RIDICULE CATEGORY CONVENTIONS AND ARE OPENLY DISMISSIVE OF SELF- IMPORTANT AND OVERCONFIDENT, ESTABLISHED BRANDS. AN ELEMENT OF ENERGY AND FUN, OVERTHROWING THE ESTABLISHED WAY OF DOING THINGS.
  • 35. LOVER BRANDS ARE A ROMANTIC AND GLAMOROUS LOT. THEY HAVE A DREAMLIKE QUALITY, AND EASY TO FALL IN LOVE WITH. LOVER - FIND AND GIVE LOVE THE LOVER IS A DASHING, CHIVALROUS, AND ROMANTIC FIGURE. HE REPRESENTS ALL THAT IS DREAMY AND GLAMOROUS ABOUT LIFE. THE LOVER IS THE MAN OR WOMAN WHO EXPERIENCES JOY, DELIGHT & ECSTASY IN THE SENSORY AND SENSUAL REALMS. LOVE IS AT THE HEART OF LOVER BRANDS – LOVE OF LIFE, OF THE PRODUCT AND OF EACH OTHER. LOVER BRANDS TEND TO BE THOSE THAT FOCUS ON THE SENSES AND CREATE A MULTI-SENSORY EXPERIENCE FOR CONSUMERS. BUT THE LOVER ARCHETYPE IS NOT JUST ABOUT SEX. THE LOVER IS ALSO THE SOURCE OF OUR LONGING FOR A BETTER WORLD. THE IDEALIST AND THE DREAMER ARE EXPRESSIONS OF THE LOVER. AT THEIR MOST LITERAL, LOVER BRANDS HELP PEOPLE BELONG, FIND FRIENDS OR PARTNERS, OR HELP PEOPLE HAVE A GOOD TIME.
  • 36. DOWN TO EARTH - SIMPLY DESIRES CONNECTION WITH OTHERS. FRIENDLY & SUPPORTIVE BRANDS EVERYMAN – BE OKAY JUST AS YOU ARE THE EVERYMAN DEMONSTRATES THE VIRTUES OF SIMPLY BEING AN ORDINARY PERSON, JUST LIKE OTHERS; THEY ARE UNSELFISH, FAITHFUL, SUPPORTIVE, AND FRIENDLY. THE UNDERLYING VALUE IS THAT EVERYONE MATTERS, JUST AS THEY ARE. THE PHILOSOPHY IS THAT THE GOOD THINGS IN LIFE BELONG TO EVERYONE AS A RIGHT. EVERYMAN BRANDS GIVE PEOPLE A SENSE OF BELONGING, OR BEING PART OF GROUP, OF FRIENDSHIP AND CARE. THEY ARE OFTEN, THOUGH NOT EXCLUSIVELY, OWNED BY BRANDS WITH AN EVERYDAY FUNCTIONALITY. EVERYMAN COMPANIES OFTEN HAVE DOWN-TO-EARTH ORGANISATIONAL CULTURE, THE SORT OF PLACE WHERE ‘EVERYONE KNOWS YOUR NAME’.
  • 37. CAREGIVER – CARE FOR OTHERS THE CAREGIVER IS ONE OF THE MOST POWERFUL – AND POSITIVE – ARCHETYPES. THE CAREGIVER IS AN ALTRUIST, MOVED BY COMPASSION, GENEROSITY, AND A DESIRE TO HELP OTHERS. THE CAREGIVER FEARS INSTABILITY AND DIFFICULTY NOT SO MUCH FOR HERSELF, BUT FOR THEIR IMPACT ON PEOPLE WHO ARE LESS FORTUNATE OR RESILIENT. CAREGIVER BRANDS ALL HOLD OUT THE PROMISE OF INNOCENCE. THEY ARE PURE, NATURAL, AND GENTLE; THERE IS NOTHING HARSH OR AGGRESSIVE ABOUT ANY OF THEM. CAREGIVER BRANDS OFTEN REFLECT THE ESSENTIAL QUALITIES OF THE CAREGIVING RELATIONSHIP: EMPATHY, COMMUNICATION, CONSISTENCY, TRUST. COMPLEX OR CONTEMPORARY EXPRESSIONS OF THE CAREGIVER INSTINCT HELP TODAY’S CONSUMERS RECONCILE THEIR DESIRE TO BE GENEROUS AND CARING, WITH THEIR OWN EXTERNAL CONFLICTS OR THE PRESSURES OF MODERN LIFE. THEY ARE MUCH RESPECTED AND TRUSTED, AND ARE ICONS OF HOME, SECURITY AND CONTINUITY.
  • 38. RULER - EXERT CONTROL THE RULER IS THE BOSS, LEADER, ARISTOCRAT, KING, QUEEN, POLITICIAN, ROLE MODEL, MANAGER OR ADMINISTRATOR, AND THEY TAKE THIS ROLE IN THE CATEGORIES THAT THEY PLAY IN. RULERS LAY DOWN THE LAW. THEY SEE THEMSELVES AS KNOWING WHAT IS GOOD FOR PEOPLE. IF THERE IS ANYTHING THE RULER HATES, IT IS ANY KIND OF CHANGE THEY CANNOT CONTROL. RULER BRANDS SOMETIMES HAVE HIGH-STATUS PRODUCTS ATTACHED TO THEM THAT ARE USED BY PEOPLE TO ENHANCE THEIR POWER. HOWEVER, THE RULER ARCHETYPE IS NOT JUST ABOUT WEALTH AND POWER. RULERS ARE ABOUT BEING MODELS FOR IDEAL BEHAVIOUR IN THE SOCIETY, SO RULER BRANDS ARE OFTEN LEADERS IN THEIR CATEGORY, DOMINATING AND REPRESENTING THE ESTABLISHED WAY, AND LAYING DOWN THE CATEGORY LAW; THEY SEE THEMSELVES AS KNOWING WHAT IS GOOD FOR PEOPLE AND SETTING OUT THE STANDARD. RULER COMPANIES ARE OFTEN MARKET LEADERS, WHICH OFFERS A SENSE OF SECURITY AND STABILITY IN A CHAOTIC WORLD. THEY ARE ALL PART OF THE ESTABLISHMENT, AND SET THE RULES BY WHICH MOST OTHER BRANDS PLAY.
  • 39. CREATOR – CRAFT SOMETHING NEW CREATORS HAVE A DESIRE TO CREATE THINGS OF ENDURING VALUE. THE CREATOR ARCHETYPE IS SEEN IN THE ARTIST, WRITER, INNOVATOR, ENTREPRENEUR, AS WELL AS ANY ENDEAVOUR THAT TAPS INTO THE HUMAN IMAGINATION. THEY ARE OFTEN LED BY A VISION. AT THE HEART OF THE CREATOR’S PASSION IS SELF-EXPRESSION, MOST OFTEN IN MATERIAL FORM – THEY FEEL THE NEED TO CREATE SOMETHING PHYSICAL AND TANGIBLE. ULTIMATELY, WHAT THE CREATOR DESIRES IS TO FORM A WORK OF ART SO SPECIAL THAT IT WILL ENDURE. AND, IN THIS WAY, THE CREATOR ACHIEVES A KIND OF IMMORTALITY CREATOR BRANDS ARE INHERENTLY NON-CONFORMIST. WHAT THEY STAND FOR IS NOT ABOUT FITTING IN, BUT ABOUT EXPRESSING SOMETHING PERSONAL AND DEEPLY FELT. CREATOR BRANDS PROMOTE SELF-EXPRESSION, GIVES CONSUMERS CHOICES AND OPTIONS, AND HELPS FOSTER INNOVATION OR IS ARTISTIC IN DESIGN. CREATORS ARE NON CONFORMIST – THEY ARE NOT MOTIVATED BY FITTING IN, BUT BY SELF-EXPRESSION
  • 40. INNOCENT – RENEW OR RETAIN FAITH THE INNOCENT IS THE MOST FEMININE OF THE ARCHETYPES; SHE IS OPTIMISTIC, INNOCENT, AND PURE, ALWAYS SEEING THE GOOD IN PEOPLE AND LIFE. THE INNOCENT SEES THE POTENTIAL FOR BEAUTY IN ALL THINGS, AND INSPIRES PEOPLE TO SEEK OUT THE WONDROUS SIDE OF LIFE. SHE IS THE SPONTANEOUS, TRUSTING CHILD THAT, WHILE A BIT DEPENDENT, HAS BOUNDLESS OPTIMISM. THE PROMISE OF INNOCENT BRANDS IS THAT LIFE NEED NOT BE HARD, AND MOST TRY TO ENDOW THAT OPTIMISM AND GENTLENESS IN THEIR CONSUMERS. INNOCENT ADVERTS OFTEN APPEAL TO NOSTALGIA, TAPPING INTO STRONGLY INTO THE EMOTIONS. OFTEN INNOCENT BRANDS FOCUS ON THE PURITY AND SIMPLICITY OF THEIR INGREDIENTS, INSTEAD HARD RATIONAL BENEFITS. THEY OFFER A SIMPLE SOLUTION TO AN IDENTIFIABLE PROBLEM AND ARE ASSOCIATED WITH GOODNESS, MORALITY, SIMPLICITY, NOSTALGIA OR CHILDHOOD INNOCENT BUSINESSES HAVE STRAIGHTFORWARD VALUES AND ARE SEEN AS TRUTHFUL, HONEST AND RELIABLE. THE INNOCENT IN EACH OF US WANTS TO LIVE IN THAT PERFECT LAND WHERE WE ARE “FREE TO YOU BE YOU AND ME”.
  • 41. SAGE – UNDERSTAND THEIR WORLD SAGES ARE DRIVEN BY A DESIRE TO UNDERSTAND AND KNOW THE WORLD AROUND THEM. HE REPRESENTS WISDOM, ASCETICISM, AND DESTINY. THE SAGE’S POWER IS TO SEE AND TELL THE TRUTH. THE SAGE HAS FAITH IN THE CAPACITY OF HUMANKIND TO LEARN AND GROW IN WAYS THAT ALLOW US TO CREATE A BETTER WORLD. THE SAGE ALSO WANTS TO BE FREE TO THINK FOR THEMSELVES AND TO HOLD THEIR OWN OPINIONS. AT WORST, THE SAGE IS DOGMATIC, ARROGANT, AND OPINIONATED. AT BEST, HE OR SHE BECOMES A GENUINELY ORIGINAL THINKER AND ACHIEVES REAL WISDOM. SAGE BRANDS CONNECT WITH THIS DESIRE TO UNDERSTAND THEIR WORLD AND HELP TO ENLIGHTEN CONSUMERS. THEY ARE OFTEN DIGNIFIED AND SUBDUED, WITH AN AIR OF ELITENESS. SAGES OFTEN EXPRESS A HIGH NEED FOR AUTONOMY. FREEDOM AND INDEPENDENCE ARE KEY VALUES OF SAGE BRANDS. OFTEN SAGE BRANDS PROVIDE EXPERTISE OR INFORMATION, OR ENCOURAGE CUSTOMERS TO THINK. THEY ARE OFTEN BASED ON ESOTERIC KNOWLEDGE. SAGE BRANDS ARE THOUGHTFUL, WITH AN INDEPENDENT ATTITUDE.
  • 42. EXPLORER – SEARCH FOR AUTHENTICITY THE EXPLORER IS CHARACTERIZED BY BEING INDEPENDENT, ADVENTUROUS, AND DARING, AND REPRESENTS SELF-DISCOVERY, TRIAL, AND CHALLENGE. WHEREAS THE OUTLAW ARCHETYPE CHALLENGES SOCIETY, THE EXPLORER IS OUT TO FIND HIMSELF, AND WHAT IS THE RIGHT THING FOR HIM TO DO EXPLORERS HAVE A STRONG NEED FOR SELF-SUFFICIENCY – AND TEND TO WANT TO BE FREE OF THE ESTABLISHMENT. HE IS DRIVEN BY A DESIRE FOR LIFE-ALTERING EXPERIENCES. HOWEVER, WHEREAS THE HERO BRAND MAY FIGHT TO CHANGE THE WORLD, THE EXPLORER BRAND MORE TYPICALLY WANTS TO LIVE THEIR LIFE BY THEIR OWN VALUES. EXPLORER BRANDS REPRESENT THIS INTERNAL QUEST FOR AUTHENTICITY, AND ARE OFTEN LESS OVERT THAN HERO / OUTLAW BRANDS. EXPLORER BRANDS OFTEN HELP PEOPLE FEEL FREE, NONCONFORMIST OR PIONEERING AND HELP PEOPLE EXPRESS THEIR INDIVIDUALITY AS A BUSINESS THEY ARE DRIVEN TO CREATE NEW AND EXCITING PRODUCTS OR EXPERIENCES AND ARE OFTEN AHEAD OF THEIR TIME, WILLING TO TAKE TOUGH STANDS FOR SOMETHING THEY BELIEVE IN. HOLD OUT THE PROMISE OF NEW EXPERIENCES, AND CHALLENGE CONSUMERS TO TRY THEM. AND BY TRYING THEM, THE CONSUMER LEARNS A LITTLE MORE ABOUT HIMSELF.
  • 43. HERO – ACT COURAGEOUSLY THE HERO IS STRONG, CONFIDENT, DISCIPLINED, AND COURAGEOUS. HE IS AT THE HEIGHT OF HIS POWERS, FIGHTING BATTLES AGAINST EVIL FORCES, AND FREEING THE WORLD FROM OPPRESSION. HE REPRESENTS POWER, HONOUR, AND VICTORY, AND HE TRIUMPHS OVER EVIL, ADVERSITY, OR A MAJOR CHALLENGE. IN DOING SO, HE IS AN INSPIRATION TO US ALL, SHOWING WHAT IS POSSIBLE IF WE BELIEVE. MORE THAN ANY OTHER ARCHETYPE, THE HERO REPRESENTS ACTIVE SUCCESS. FOR THE HERO, TO KNOW AND TO ACT ARE ONE. HERO BRANDS OFTEN SPEAK TO US IN LANGUAGE THAT HELPS INSPIRE US TO ACHIEVE. THEY MAY HAVE STARTED LIFE OUT AS THE CHALLENGER BRAND, THOUGH STRONG ONES WILL RETAIN HEROIC STATUS EVEN WHEN THEY HAVE BECOME MARKET LEADER. HERO BUSINESSES OFTEN CREATE INNOVATIONS THAT WILL HAVE A MAJOR IMPACT ON THE WORLD AND CAN SOLVE A MAJOR SOCIAL PROBLEM OR ENCOURAGE OTHERS TO DO SO. HERO BRANDS EXUDE POWER AND STRENGTH. BUT A CONTROLLED STRENGTH, HARNESSED TO THE BENEFIT OF THE USER.
  • 44. ANDREA VISUS M +44 7531 356 985 (UK) andrea@butterflylondon.com We look forward to hearing from you © BUTTERFLY LONDON 2013 BIANCA CAWTHORNE M +44 7866 806 367 (UK) M + 7 917 596 1063 (RU) bianca@butterflylondon.com