In this Deloitte Private Club session, Margaret Hartwell, author of "Archetypes in Branding: A Toolkit for Creatives and Strategists", and Client Partner at Aamplify, introduces how to apply archetypes in branding – a universal shorthand sourced from Jungian psychology — and how archetypes can guide your brand development, storytelling and strategy.

1. #brandarchetypes
#WIIFMe // #WIIFWe

3. Today, [ ] closed its doors for the last time. The much
loved company, best known as a provider of [ ], will
be missed by its loyal clientele, who came to expect [ ],
[ ] and [ ]. Struggling to stay abreast of [primary
competitor] it could not beat the challenge of [technology/
product/material], which captured 72% market share within
three years of its introduction. For many years, [insert your
brand was the dominant player in the [ ] markets, but
couldn’t overcome a series of [name the problems, issues,
challenges] RIP [ ] you will be missed most by
[ ], who will never be able to [ ] again.

4. A working definition of brand
The brand is created by what you say and do,
but defined by others and what they tell each
other about it.
Brand is your largest intangible asset –
arguably the most valuable piece of your
business.
Brand is an experience.

5. What is an archetype ?

7. pieces of life itself …
images that are integrally
connected to the individual
by the bridge of emotions.
C.G. Jung
“
”

8. .

9. “
“
…the shared place that is not of this
physical world but is always present and
everywhere, where the inherited
experiences of the human race reside.

10. Provokes actionable insights…
that evoke vivid images…
to stimulate the engagement "
that attracts your market to "
your brand.
Applying
an
archetypal
approach
to branding

11. Challenges
of using an
archetypal
approach
• Easy to get too meta
• Desire to control
• Unaware of unexpressed biases
• Reductionist/Stereotypical

12. Archetypes
work in
branding
because
they
• serve as a springboard for unique character
development
• are a consistent, enduring and agile
expression of meaning that embodies the
values of the brand promise
• provide a shared language and insights
about making connections across multiple
business drivers
• create instant emotional impact that
activates magnetic demand.

13. #WIIFM?
#WIIFW?

14. #1 Archetypes increase
your bottom line.

15. Y&R BrandAsset Valuator and Stern Stewart 2000
66%
Greater
Economic
Value Add

19. Strengths Activation. Awakening. Powerful human insight.
Fearlessness.
Challenges (potential downfalls) Boorish, rude, offensive
tactics. Manipulation for selfish reasons. Adrenaline/
cortisol addiction.
Strengths Great strength of character. Faithfulness.
Supportiveness. Usefulness. Functionality.
Resourcefulness.
Challenges (potential downfalls) Unevolved behavior.
Ignorance. Preoccupation with the basic routines of life.
Group think.

20. #2Archetypes Aid "
Brand Differentiation

23. Strengths
Talent for creating communities and
connections. Outgoing personality.
Empathy. Conversational skill. Social
flexibility.
Challenges (potential downfalls)
Tendency to be disingenuous, to see
people as leverage or to use people
for personal benefit. Manipulation.
Gossip.usly. Frittering away life.
Loud, garish, or obnoxious behavior.
The Networker

24. #3 Archetypes
Build Trust

27. Let’s play with the cards

28. 28
mhartwell@aamplify.partners
swilliams@aamplify.co.nz
@mphpov
archetypesinbranding.com
facebook.com/archetypesinbrandingtoolkit"
Aamplify is a privately held marketing firm that provides marketing advice and services to
select technology, software and professional services brands across Australasia. Providing
services for brand development, demand generation and customer experience design.
Aamplify sits at the forefront of relationship marketing and the digital revolution we are
experiencing.
Thank you!

29. Caregiver // Angel / Guardian / Healer / Samaritan

30. Citizen // Advocate / Everyman / Networker / Servant

31. Creator // Artist / Storyteller / Visionary / Entrepreneur

32. Explorer // Adventurer / Generalist / Pioneer / Seeker

33. Hero // Athlete / Liberator / Rescuer / Warrior

34. Innocent // Child / Dreamer / Idealist / Muse

35. Jester // Clown / Entertainer / Provocateur / Shapeshifter

36. Lover // Companion / Hedonist / Matchmaker / Romantic

37. Magician // Alchemist / Engineer / Innovator / Scientist

38. Rebel // Activist / Gambler / Maverick / Reformer

39. Sage // Detective / Mentor / Shaman / Translator

40. Sovereign // Ambassador / Judge / Patriarch / Ruler