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Archetypal Branding: Cult Branding 2.0



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How to create authentic customer loyalty and develop powerful brands that customers feel they can't live without.

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Archetypal Branding: Cult Branding 2.0

  1. 1. Archetypal Branding: Cult Branding 2.0
  2. 2. w w w. c u l t b r a n d i n g . c o m CREATED BY aaron shields DESIGNED BY melissa thornton ©2009 The Cult Branding Company
  3. 3. A Cult Brand is born when a group of customers rally around a brand’s lifestyle.
  4. 4. Cult Brands enjoy an unusual level of customer loyalty.
  5. 5. Cult Brands achieve this level of loyalty because they do more than just sell products or services...
  6. 6. They help fulfill their customers’ human needs.
  7. 7. These human needs stem from instincts and act with the same motivational force.
  8. 8. Instincts operate at the deepest biological level; they are natural dispositions towards patterns of behavior.
  9. 9. The psychologist Abraham Maslow arranged these human needs in a hierarchy, with higher-level needs less likely to be fulfilled. Transcendence Self-Actualization Aesthetic Needs Cognitive Needs Maslow’s Hierarchy of Human Needs Esteem Needs Belongingness and Love Needs Safety Needs Biological and Physiological Needs
  10. 10. Cult Brands leverage higher-level needs to develop mutually beneficial relationships with their customers.
  11. 11. Esteem Needs: Freedom
  12. 12. Self-Actualization: Personal Growth
  13. 13. Esteem Needs: Dominance and Mastery
  14. 14. Maslow’s hierarchy helps explain why customers love their favorite brands.
  15. 15. But it isn’t the whole picture...
  16. 16. Psychiatrist Carl Jung’s concept of archetypes explains consumers’ love for their favorite brands at the level of the psyche.
  17. 17. Archetypes are universal mental images. They set the patterns of behavior for our interaction with the world.
  18. 18. The Sage
  19. 19. The Mother
  20. 20. The Warrior
  21. 21. Archetypes are “the forms which the instincts assume.” - Carl Jung
  22. 22. Two sides of the same coin: Human Needs Archetypes
  23. 23. Two sides of the same coin: Human Needs: Archetypes Esteem Warrior
  24. 24. Nike capitalizes on the archetype of the Warrior using battle imagery in its depiction of athletes.
  25. 25. Customers who buy Nike products associate with the Warrior archetype, fulfilling the esteem needs of dominance and mastery.
  26. 26. The archetypal image must be used consistently and frequently in order to become associated with your brand.
  27. 27. Nike has spent over three decades finding creative ways to represent the Warrior archetype.
  28. 28. Every brand plays into certain archetypal images and biological needs. This insight is the key to building a strong brand.
  29. 29. Most brands fail because they don’t understand what they represent to their customers.
  30. 30. Infiniti attempted to link their Q45 to Zen-like imagery of serenity and inner peace.
  31. 31. Serenity, a quality of the sage archetype, is unlikely to happen while driving a car.
  32. 32. Before you develop your next campaign, or try a “creative” new strategy, ask yourself...
  33. 33. “Do I understand the archetype my brand taps into and the human needs it fulfills?”
  34. 34. “Does my advertising consistently reflect that archetype in a meaningful way to my customer?”
  35. 35. Need help determining your brand’s archetype and how to use it? Visit: www.cultbranding.com/model
  36. 36. for more on how to build a Cult Brand, visit: www.cultbranding.com/101
  37. 37. from the creative minds @ www.cultbranding.com join us