This document discusses how brand archetypes based on Carl Jung's archetypal theory can be used to develop compelling brand personalities. It outlines 12 common archetypes including the Magician, Outlaw, Jester, Lover, Everyman, Caregiver, Ruler, and Creator. Examples of brands aligned with different archetypes are provided. The document argues that archetypes appeal to people on a deeper level and can help brands connect emotionally with consumers.
Brands have personalities too. But do they match the customers' wants? Brand archetypes are the common personalities that brands usually take on. A brand archetype helps a brand to connect to a certain target market and bring across a specific message about who they are and what they offer. Here are a few types of brand archetypes and what archetype should be chosen for a brand depending on what the target market is looking for.
Brand Archetypes: The Science Behind Brand PersonalityStephen Houraghan
We all have an emotional connection with a brand where the alternative simply won't do. Your connection with that brand is likely on a human level. Whether they speak your language, champion a cause you believe in or represent who you are, the connection is more than just transactional. The world's most loved brands all connect with us using a similar framework. This framework is based on decades of scientific research and has its roots in Greek Mythology. This Framework is Archetypes. www.iconicfox.com.au/brand-archetypes
Brand archetypes aren't new, but many businesses are finding new ways to use these ancient character types to transform their brand in the new social economy.
Learn about the 12 brand archetypes, discover which ones suit your brand, and start developing your own brand archetype with this easy to follow guide.
Archetypal Branding provides you with a systematic way to:
• Clearly define the Brand so that it is compelling and credible to your key Target Audiences.
• Create a Brand Identity that all key internal Constituencies can agree on and work from.
• Increase the Reputation, Image, perceived Value and Brand Awareness of your Company
Recent studies have shown that the most potent component of premium brands is a clear identity that is grounded in the ultimate personality types deciphered by the Swiss psychiatrist Carl Jung, the so-called Archetypes.
Tracking over 13,000 brands over a period of five years and interviewing more than 120,000 consumers across 100 product categories, archetypal researcher Carol Paerson found that archetypal brands outpaced non-archetypal ones by a factor of 97% in Market Value Added (a measure of how much value a company has added to, or subtracted from, its shareholder investment).
A Booz Allen Hamilton research report recently showed that „brand-guided companies have profitability margins nearly twice the industry standard. Brand-guided banks, for example, have an ROE of 19% compared to 8% for non brand-guided banks.“
Archetype Overview with brand examples & character compass Emily Hean
A brief overview of Archetypes from The Hero and the Outlaw by Margaret Mark and Carol S. Pearson. Demonstration of archetypes in classical and pop culture as well as brand examples and alternate names for each archetype.
Learn the 12 brand archetypes and why you need to pick one for your brand. Is your brand a magician, or a lover? An outlaw, or an explorer? Building around an archetype can make your brand more memorable.
Brands have personalities too. But do they match the customers' wants? Brand archetypes are the common personalities that brands usually take on. A brand archetype helps a brand to connect to a certain target market and bring across a specific message about who they are and what they offer. Here are a few types of brand archetypes and what archetype should be chosen for a brand depending on what the target market is looking for.
Brand Archetypes: The Science Behind Brand PersonalityStephen Houraghan
We all have an emotional connection with a brand where the alternative simply won't do. Your connection with that brand is likely on a human level. Whether they speak your language, champion a cause you believe in or represent who you are, the connection is more than just transactional. The world's most loved brands all connect with us using a similar framework. This framework is based on decades of scientific research and has its roots in Greek Mythology. This Framework is Archetypes. www.iconicfox.com.au/brand-archetypes
Brand archetypes aren't new, but many businesses are finding new ways to use these ancient character types to transform their brand in the new social economy.
Learn about the 12 brand archetypes, discover which ones suit your brand, and start developing your own brand archetype with this easy to follow guide.
Archetypal Branding provides you with a systematic way to:
• Clearly define the Brand so that it is compelling and credible to your key Target Audiences.
• Create a Brand Identity that all key internal Constituencies can agree on and work from.
• Increase the Reputation, Image, perceived Value and Brand Awareness of your Company
Recent studies have shown that the most potent component of premium brands is a clear identity that is grounded in the ultimate personality types deciphered by the Swiss psychiatrist Carl Jung, the so-called Archetypes.
Tracking over 13,000 brands over a period of five years and interviewing more than 120,000 consumers across 100 product categories, archetypal researcher Carol Paerson found that archetypal brands outpaced non-archetypal ones by a factor of 97% in Market Value Added (a measure of how much value a company has added to, or subtracted from, its shareholder investment).
A Booz Allen Hamilton research report recently showed that „brand-guided companies have profitability margins nearly twice the industry standard. Brand-guided banks, for example, have an ROE of 19% compared to 8% for non brand-guided banks.“
Archetype Overview with brand examples & character compass Emily Hean
A brief overview of Archetypes from The Hero and the Outlaw by Margaret Mark and Carol S. Pearson. Demonstration of archetypes in classical and pop culture as well as brand examples and alternate names for each archetype.
Learn the 12 brand archetypes and why you need to pick one for your brand. Is your brand a magician, or a lover? An outlaw, or an explorer? Building around an archetype can make your brand more memorable.
Equip yourself to leverage archetypes to create a differentiating personality and hence, positioning for your brand, connecting with the ideal consumer.
Build a brand that people love, with Brand archetypesDerrick Kwa
Archetypes provide a quick, simple framework to building meaning and emotion - and to connecting with your customers. Learn about the 12 core archetypes, and how to use them to build a brand your customers will love.
Brand Archetype | An Introduction + OverviewJohn W. Manley
Nothing original here. Just an obligatory brand archetype overview done in a more visually appealing way, with some more examples, and a deeper dive into the Explorer archetype.
Lovemarks Presentation - Brand Pioneers April 9 2013Panelteam
Lovemarks
Arjan Kapteijns – CEO Saatchi & Saatchi
Saatchi & Saatchi is the Lovemarks company. Arjan looked closely at the question: What makes some brands inspirational, while others struggle? With inspiring case studies he will explain what Lovemarks are and how they deliver beyond their expectations of great performance.
Jonathan Lee, Managing Director, Brand Strategy, and Ken Allard, Managing Director, Business Strategy at HUGE, gave this presentation at "Ambidexterity 2," the VCU Brandcenter's Executive Education program for account planning on June 24th at the VCU Brandcenter in Richmond, VA.
I thought it was only fair to share my own Brand Book with the world since I show off many of my clients'. I'm a psychology-driven brand strategist who helps entrepreneurs uncover their greatest truths and strengths to build their brands.
60 Minute Brand Strategist: Extended and updated hard cover NOW available.Idris Mootee
This book includes the very latest thinking on branding and brand strategy. It has been published in different many languages and use by top global brands to train their brand managers. New updated hard cover version is not available from Amazon May 2013
Pls view in full screen mode. Published in more than 5 languages.
How to use archetypes to create branded video entertainment. Using archetypes in brand storytelling to produce long formats of multimedia branded content
Be distinct or become extinct. Strong brands are brought forth by strong organisations. Effective brands are authentic and consistent with the organisation's identity.
Equip yourself to leverage archetypes to create a differentiating personality and hence, positioning for your brand, connecting with the ideal consumer.
Build a brand that people love, with Brand archetypesDerrick Kwa
Archetypes provide a quick, simple framework to building meaning and emotion - and to connecting with your customers. Learn about the 12 core archetypes, and how to use them to build a brand your customers will love.
Brand Archetype | An Introduction + OverviewJohn W. Manley
Nothing original here. Just an obligatory brand archetype overview done in a more visually appealing way, with some more examples, and a deeper dive into the Explorer archetype.
Lovemarks Presentation - Brand Pioneers April 9 2013Panelteam
Lovemarks
Arjan Kapteijns – CEO Saatchi & Saatchi
Saatchi & Saatchi is the Lovemarks company. Arjan looked closely at the question: What makes some brands inspirational, while others struggle? With inspiring case studies he will explain what Lovemarks are and how they deliver beyond their expectations of great performance.
Jonathan Lee, Managing Director, Brand Strategy, and Ken Allard, Managing Director, Business Strategy at HUGE, gave this presentation at "Ambidexterity 2," the VCU Brandcenter's Executive Education program for account planning on June 24th at the VCU Brandcenter in Richmond, VA.
I thought it was only fair to share my own Brand Book with the world since I show off many of my clients'. I'm a psychology-driven brand strategist who helps entrepreneurs uncover their greatest truths and strengths to build their brands.
60 Minute Brand Strategist: Extended and updated hard cover NOW available.Idris Mootee
This book includes the very latest thinking on branding and brand strategy. It has been published in different many languages and use by top global brands to train their brand managers. New updated hard cover version is not available from Amazon May 2013
Pls view in full screen mode. Published in more than 5 languages.
How to use archetypes to create branded video entertainment. Using archetypes in brand storytelling to produce long formats of multimedia branded content
Be distinct or become extinct. Strong brands are brought forth by strong organisations. Effective brands are authentic and consistent with the organisation's identity.
Konferencja Brand Asset™ Valuator 2013
Wielka Orkiestra Świątecznej Pomocy, Rafaello, Ptasie Mleczko, Tymbark i Delicje Szampańskie to pięć najsilniejszych marek w Polsce – wynika z najnowszej edycji Brand Asset™ Valuator, największego na świecie badania kondycji marek.
- Przebadaliśmy ponad 1500 marek obecnych na polskim rynku. Ocenialiśmy je pod kątem wyróżnialności, adekwatności, a także szacunku do marki i wiedzy o niej – wyjaśnia Jacek Młynarski, BAV Consulting Director.
Marki o najwyższej wyróżnialności w Polsce w 2013 r. to kolejno: Rafaello, Wielka Orkiestra Świątecznej Pomocy oraz National Geographic. Wśród brandów najwyższej adekwatności (czyli dopasowaniu do potrzeb konsumentów) przewodzą: Polski Złoty, Polska (kraj) oraz sieć sklepów Biedronka. Z kolei najwyższym szacunkiem cieszą się: Wedel, Wielka Orkiestra Świątecznej Pomocy i, mimo zakończenia kariery skoczka narciarskiego, Adam Małysz. Markami, o których Polacy w 2013 r. mają największą wiedzę, są: Polska (kraj), TVP 1 i TVN.
Tegoroczna edycja organizowanego co trzy lata badania jest wspólnym przedsięwzięciem BAV Consulting, Young&Rubicam oraz Millward Brown. Badanie marek BrandAsset®Valuator obecne jest na światowym rynku od 1993 r. i obecnie obejmuje swoim zasięgiem ponad 800 tys. respondentów i ponad 50 tys. marek w 51 państwach. Badaniem polskim objęto marki dóbr i usług z blisko 100 kategorii rynkowych, a także marki instytucji i postaci ze świata polityki, działalności społecznej, kultury i sportu. Badaniem objęto też marki wybranych krajów, miast, wydarzeń i walut.
Strategia marki i komunikacji dla blogerówMarta Bulba
Prezentacja, którą wygłosiłam podczas spotkania WroBlog: Twój blog jako marka. Zawiera 10 kroków do zbudowania strategii marki osobistej i jej wdrożenia. W prezentacji znajdziesz sporo zadań praktycznych, narzędzi i schematów, które pozwolą ci samodzielnie stworzyć strategię dla własnej marki osobistej.
Prezentacja skupia się na budowaniu spójnej marki osobistej w blogosferze, ale nie oznacza to, że ktoś, kto chce poprawić swój personal branding na przykład by zdobyć lepszą pracę, niczego z tej prezentacji dla siebie nie wyniesie. Wręcz przeciwnie.
Jak tworzyć opowieści, które wszyscy pokochają? Naucz się tego od E. Coats, która tworzyła scenopisy dla Pixara i opracowała uniwersalne zasady storytellingu.
Digital storytelling - podręcznik dla edukatorówFundacja Ad Hoc
Podręcznik obejmujący aspekty teoretyczne, praktyczne, techniczne i metodyczne wykorzystania cyfrowych narracji, omówienie dobrych praktyk i studia przypadków oraz obszerną bibliografię i odnośniki do zasobów w Internecie.
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.
Superhero blockbuster Batman V Superman: Dawn of Justice is released this weekend across the UK and Ireland. This got us talking Superheroes at the jump! office.
Superheroes each have a singular, extraordinary approach to their worlds. They approach everything with a perspective that’s true to their unique character. What if we brought a super hero mindset to how brands act and innovate?
Our brands would act and create with extraordinary difference, no?
This jump! rubberneck puts forward five Superhero Archetypes that point to new innovation opportunities for your brand.
Stay safe. Enjoy.
Legacy Leadership - 10 Proven Steps to Leave a Legacyjdjarrell
Your leader legacy is not bound by age or time severed and represents your body of work at each stage of your career and personal growth.
Your legacy grows with each new life experience. Leaving a leadership legacy requires you to share your experiences.
The term branding is relegated to companies, however today almost every individual has a personal brand. Start thinking of yourself as a brand, to be a better leader, to be a better employer brand, to celebrate your accomplishments.
In 2011, Allegory – a small marketing firm with a passion for building brands – wanted to buy the URL www.CultureCode.com. It’s where we planned to launch products and services that would help organizations uncover their unique culture by identifying their underlying patterns, strengths and passions. The URL was taken.
Fast forward four years and we launched our system of tools under the name CultureTalk (www.culturetalk.com). Born at the intersection of culture and communications, our #CultureCode speaks both to our big vision of helping individuals and organizations realize their true potential and from the heart of little agency where it all began.
Uncovering Your Unique Value Proposition (UVP): Explore Minnesota 2017Tim Miles
To quote Dan Heath, most mission statements are "really long on statement and really short on mission." We'll lead you through a series of questions to ask your team to discover what makes you truly unique and valuable to your customers.
A powerful presentation about how brands can emotionally connect with their consumers through storytelling, with illustrative examples from the Beer category.
Food and Drink is one of the fastest categories to innovate in - so how do you keep up to date?
These are the ingredients that we think
will be making it big this year. We’ve arrived at our
final edit by gathering research from many places:
The Anuga food and drinks fair in Cologne, desk research within the sector, food and drinks blogs and also by speaking to leading health nutritionalists.
Be inspired by these ingredients...
What could they mean for your brand?
Dreaming of Brand Success? Want to see some case studies on great brand practice? Sometimes you learn a lot more from failures than you do successes...so we've brought together some great brand failures that we celebrate as offering us valuable lessons for great brand success. Enjoy!
We have recently learned that digital TV could make dogs as addicted to TV as we are! We've had a (tongue-in-cheek) look at how some big brands cannot afford to miss the digital revolution.
Stuck in the mire of finding a new name for brand or product> Here are some helpful tip as well as the psychology behind why e like certain names above others.
I Couldve Been A Contender Branding Like A ChallengerBianca Cawthorne
How can you take on a category leader when you're a new brand or you have a fraction of the share? Not by being like them, but but being different. How to think and be like a challenger brand, and how to bring this alive in your strategy, design and amplification.
RMD24 | Retail media: hoe zet je dit in als je geen AH of Unilever bent? Heid...BBPMedia1
Grote partijen zijn al een tijdje onderweg met retail media. Ondertussen worden in dit domein ook de kansen zichtbaar voor andere spelers in de markt. Maar met die kansen ontstaan ook vragen: Zelf retail media worden of erop adverteren? In welke fase van de funnel past het en hoe integreer je het in een mediaplan? Wat is nu precies het verschil met marketplaces en Programmatic ads? In dit half uur beslechten we de dilemma's en krijg je antwoorden op wanneer het voor jou tijd is om de volgende stap te zetten.
As a business owner in Delaware, staying on top of your tax obligations is paramount, especially with the annual deadline for Delaware Franchise Tax looming on March 1. One such obligation is the annual Delaware Franchise Tax, which serves as a crucial requirement for maintaining your company’s legal standing within the state. While the prospect of handling tax matters may seem daunting, rest assured that the process can be straightforward with the right guidance. In this comprehensive guide, we’ll walk you through the steps of filing your Delaware Franchise Tax and provide insights to help you navigate the process effectively.
Putting the SPARK into Virtual Training.pptxCynthia Clay
This 60-minute webinar, sponsored by Adobe, was delivered for the Training Mag Network. It explored the five elements of SPARK: Storytelling, Purpose, Action, Relationships, and Kudos. Knowing how to tell a well-structured story is key to building long-term memory. Stating a clear purpose that doesn't take away from the discovery learning process is critical. Ensuring that people move from theory to practical application is imperative. Creating strong social learning is the key to commitment and engagement. Validating and affirming participants' comments is the way to create a positive learning environment.
Accpac to QuickBooks Conversion Navigating the Transition with Online Account...PaulBryant58
This article provides a comprehensive guide on how to
effectively manage the convert Accpac to QuickBooks , with a particular focus on utilizing online accounting services to streamline the process.
Unveiling the Secrets How Does Generative AI Work.pdfSam H
At its core, generative artificial intelligence relies on the concept of generative models, which serve as engines that churn out entirely new data resembling their training data. It is like a sculptor who has studied so many forms found in nature and then uses this knowledge to create sculptures from his imagination that have never been seen before anywhere else. If taken to cyberspace, gans work almost the same way.
Affordable Stationery Printing Services in Jaipur | Navpack n PrintNavpack & Print
Looking for professional printing services in Jaipur? Navpack n Print offers high-quality and affordable stationery printing for all your business needs. Stand out with custom stationery designs and fast turnaround times. Contact us today for a quote!
Falcon stands out as a top-tier P2P Invoice Discounting platform in India, bridging esteemed blue-chip companies and eager investors. Our goal is to transform the investment landscape in India by establishing a comprehensive destination for borrowers and investors with diverse profiles and needs, all while minimizing risk. What sets Falcon apart is the elimination of intermediaries such as commercial banks and depository institutions, allowing investors to enjoy higher yields.
Skye Residences | Extended Stay Residences Near Toronto Airportmarketingjdass
Experience unparalleled EXTENDED STAY and comfort at Skye Residences located just minutes from Toronto Airport. Discover sophisticated accommodations tailored for discerning travelers.
Website Link :
https://skyeresidences.com/
https://skyeresidences.com/about-us/
https://skyeresidences.com/gallery/
https://skyeresidences.com/rooms/
https://skyeresidences.com/near-by-attractions/
https://skyeresidences.com/commute/
https://skyeresidences.com/contact/
https://skyeresidences.com/queen-suite-with-sofa-bed/
https://skyeresidences.com/queen-suite-with-sofa-bed-and-balcony/
https://skyeresidences.com/queen-suite-with-sofa-bed-accessible/
https://skyeresidences.com/2-bedroom-deluxe-queen-suite-with-sofa-bed/
https://skyeresidences.com/2-bedroom-deluxe-king-queen-suite-with-sofa-bed/
https://skyeresidences.com/2-bedroom-deluxe-queen-suite-with-sofa-bed-accessible/
#Skye Residences Etobicoke, #Skye Residences Near Toronto Airport, #Skye Residences Toronto, #Skye Hotel Toronto, #Skye Hotel Near Toronto Airport, #Hotel Near Toronto Airport, #Near Toronto Airport Accommodation, #Suites Near Toronto Airport, #Etobicoke Suites Near Airport, #Hotel Near Toronto Pearson International Airport, #Toronto Airport Suite Rentals, #Pearson Airport Hotel Suites
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…
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
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.