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Archetypes in Branding
Margaret Hartwell
22 AUG 2014
DSMBA 636
Rana Cho
1. What is an archetype and where do they come
from?
2. What role do archetypes play in branding?
3. Some examples intersp...
So what are archetypes?
“pieces of life itself …
images that are integrally
connected to the
individual
by the bridge of
emotions.”
Archetypes are an age old human
connection tool that represent the shared
universal narratives that drive both our
conscio...
Where do archetypes
come from?
What is a brand?
Brand is the aggregate of
communicable attributes and
perception of an entity (which
could be a thing, service,
person, pl...
A brand is not just
communication, or a logo.
And your brand is not just
whatever you say it is.
Your brand is what people...
Promise
DeliveryReputation
What they tell each other is based
on:
1. Promise – what you say you are going to do
2. Deliver...
What is a brand strategy?
The intentional planning of
communications, operations,
experiences and relationships
from the perspective that
activities...
How are archetypes
connected to brands?
5. They shift our brains
from the analytical to the emotional
4. They shift management
from control to empowerment
1. Arch...
Distinguishing personas
and archetypes
David
Attitudes
• Concerned about the
environment for kids
• If you want
something you have
to go after it
Fears
• Injury:...
David
MOTIVATIONS: Transformation. Sacrifice.
Stamina.
OBSTACLE: Arrogance.
Archetype
Introducing the families
Caregiver // Angel / Guardian / Healer / Samaritan
Citizen // Advocate / Everyman / Networker / Servant
Creator // Artist / Storyteller / Visionary / Entrepreneur
Explorer // Adventurer / Generalist / Pioneer / Seeker
Hero // Athlete / Liberator / Rescuer / Warrior
Innocent // Child / Dreamer / Idealist / Muse
Jester // Clown / Entertainer / Provocateur / Shapeshifter
Lover // Companion / Hedonist / Matchmaker / Romantic
Magician // Alchemist / Engineer / Innovator / Scientist
Rebel // Activist / Gambler / Maverick / Reformer
Sage // Detective / Mentor / Shaman / Translator
Sovereign // Ambassador / Judge / Patriarch / Ruler
Thus the task is not so much to
see what no one has yet seen;
but to think what nobody has
yet thought, about that which
e...
Identifying Archetypes: Group Exercise
1. Count off 1-3. Form groups (6 teams of 3 people each)
2. Each group gets 10 card...
Further learning
• The Hero and The Outlaw,
by Margaret Mark & Carol Pearson
• Goddesses in Everywoman, and
Gods in Everym...
Onward!
@mphpov
margaret@archetypesinbranding
www.archetypesinbranding.com
Facebook.com/archetypesinbrandingtoolkit
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Archetypes in Branding

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2014 Presentation to Rana Cho's Brand Strategy class in the DMBA program at CCA.

Publié dans : Marketing
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Archetypes in Branding

  1. 1. Archetypes in Branding Margaret Hartwell 22 AUG 2014 DSMBA 636 Rana Cho
  2. 2. 1. What is an archetype and where do they come from? 2. What role do archetypes play in branding? 3. Some examples interspersed 4. Why archetypes “work” 5. What archetypes are not 6. Role in Brand Strategy 7. Distinguish between persona & archetype 8. Mapping to motivational field 9. Intro to the families 10.Small group exercise Today
  3. 3. So what are archetypes?
  4. 4. “pieces of life itself … images that are integrally connected to the individual by the bridge of emotions.”
  5. 5. Archetypes are an age old human connection tool that represent the shared universal narratives that drive both our conscious and unconscious motivations. -that Archetype lady
  6. 6. Where do archetypes come from?
  7. 7. What is a brand?
  8. 8. Brand is the aggregate of communicable attributes and perception of an entity (which could be a thing, service, person, place, most anything).
  9. 9. A brand is not just communication, or a logo. And your brand is not just whatever you say it is. Your brand is what people tell each other that it is.
  10. 10. Promise DeliveryReputation What they tell each other is based on: 1. Promise – what you say you are going to do 2. Delivery – what you actually do 3. Reputation – how well (or poorly) you do it
  11. 11. What is a brand strategy?
  12. 12. The intentional planning of communications, operations, experiences and relationships from the perspective that activities are intended to support dialogue, relationship, and shared goals and value.
  13. 13. How are archetypes connected to brands?
  14. 14. 5. They shift our brains from the analytical to the emotional 4. They shift management from control to empowerment 1. Archetypes help organizations, and their many stakeholders, to get and stay on brand 2. They shift relationships from audience to community 3. They shift communications from push to pull.
  15. 15. Distinguishing personas and archetypes
  16. 16. David Attitudes • Concerned about the environment for kids • If you want something you have to go after it Fears • Injury: Not being able to keep running • Being ill-too busy to get sick • dehydration Behaviors • Logs training, calorie and sleep on excel Competes in 3-4 events/year: ironman, marathon, triathlon Tough Mudder, • Trains in 1-4 week sprints Needs • Fewer gadgets • Quick feedback if on target-during exercise • Visualize training data • Personal training advice and triathlon camaraderie Constraints • Travel • Time Goals • Finish an Ironman in under 12 hours • Inspire family to stay fit • Maintain body fat at 7% DEMOGRAPHICS Segment: Individual//Endurance Age: 46 Location: Brentwood, CA Family: married, 2 teenage daughters Education: B.A. English Literature Occupation: Actor Income: $250k PERSONAL HABITS Mobile: iPhone Training: 6-8x/week Sport(s): Triathlete Social Media: FB, Twitter, IMDB “I just need to know if I can train according to my plan or if I should modify.” Mantra Can’t stop. Won’t Stop. Persona
  17. 17. David MOTIVATIONS: Transformation. Sacrifice. Stamina. OBSTACLE: Arrogance. Archetype
  18. 18. Introducing the families
  19. 19. Caregiver // Angel / Guardian / Healer / Samaritan
  20. 20. Citizen // Advocate / Everyman / Networker / Servant
  21. 21. Creator // Artist / Storyteller / Visionary / Entrepreneur
  22. 22. Explorer // Adventurer / Generalist / Pioneer / Seeker
  23. 23. Hero // Athlete / Liberator / Rescuer / Warrior
  24. 24. Innocent // Child / Dreamer / Idealist / Muse
  25. 25. Jester // Clown / Entertainer / Provocateur / Shapeshifter
  26. 26. Lover // Companion / Hedonist / Matchmaker / Romantic
  27. 27. Magician // Alchemist / Engineer / Innovator / Scientist
  28. 28. Rebel // Activist / Gambler / Maverick / Reformer
  29. 29. Sage // Detective / Mentor / Shaman / Translator
  30. 30. Sovereign // Ambassador / Judge / Patriarch / Ruler
  31. 31. Thus the task is not so much to see what no one has yet seen; but to think what nobody has yet thought, about that which everybody sees. -Erwin Schrödinger “ “
  32. 32. Identifying Archetypes: Group Exercise 1. Count off 1-3. Form groups (6 teams of 3 people each) 2. Each group gets 10 cards (2 families each) 3. Individually, choose one archetype that would be interesting to apply to the brand you chose for your brand hack exercise 4. Discuss your findings with your group. 5. As a group share one example. [2.5 minutes/group]
  33. 33. Further learning • The Hero and The Outlaw, by Margaret Mark & Carol Pearson • Goddesses in Everywoman, and Gods in Everyman, by Jean Shinoda Bolen • The Hero with A Thousand Faces, by Joseph Campbell • Sacred Contracts, by Carolyn Myss • The Ten Faces of Innovation, by Tom Kelley
  34. 34. Onward! @mphpov margaret@archetypesinbranding www.archetypesinbranding.com Facebook.com/archetypesinbrandingtoolkit

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