Archetypal Branding: Cult Branding 2.0

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Post on 19-May-2015

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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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<ul><li> 1. Archetypal Branding: Cult Branding 2.0 </li></ul> <p> 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 thornton2009 The Cult Branding Company 3. A Cult Brand is born when a group of customers rally around a brands lifestyle. 4. Cult Brands enjoy an unusual level of customer loyalty. 5. Cult Brands achieve this level of loyalty because they do more than just sell products or services... 6. They help fulfill their customers human needs. 7. These human needs stem from instincts and act with the same motivational force. 8. Instincts operate at the deepest biological level; they are natural dispositions towards patterns of behavior. 9. The psychologist Abraham Maslow arranged these human needs in a hierarchy, with higher-level needs less likely to be fulfilled. TranscendenceSelf-ActualizationAesthetic NeedsCognitive NeedsMaslows Hierarchy of Human NeedsEsteem Needs Belongingness and Love Needs Safety NeedsBiological and Physiological Needs 10. Cult Brands leverage higher-level needs to develop mutually beneficial relationships with their customers. 11. Esteem Needs: Freedom 12. Self-Actualization: Personal Growth 13. Esteem Needs: Dominance and Mastery 14. Maslows hierarchy helps explain why customers love their favorite brands. 15. But it isnt the whole picture... 16. Psychiatrist Carl Jungs concept of archetypes explains consumers love for their favorite brands at the level of the psyche. 17. Archetypes are universal mental images. They set the patterns of behavior for our interaction with the world. 18. The Sage 19. The Mother 20. The Warrior 21. Archetypes are the forms which the instincts assume. - Carl Jung 22. Two sides of the same coin:Human NeedsArchetypes 23. Two sides of the same coin:Human Needs: Archetypes EsteemWarrior 24. Nike capitalizes on the archetype of the Warrior using battle imagery in its depiction of athletes. 25. Customers who buy Nike products associate with the Warrior archetype, fulfilling the esteem needs of dominance and mastery. 26. The archetypal image must be used consistently and frequently in order to become associated with your brand. 27. Nike has spent over three decades finding creative ways to represent the Warrior archetype. 28. Every brand plays into certain archetypal images and biological needs.This insight is the key to building a strong brand. 29. Most brands fail because they dont understand what they represent to their customers. 30. Infiniti attempted to link their Q45 to Zen-like imagery of serenity and inner peace. 31. Serenity, a quality of the sage archetype, is unlikely to happen while driving a car. 32. Before you develop your next campaign, or try a creative new strategy, ask yourself... 33. Do I understand the archetype my brand taps into and the human needs it fulfills? 34. Does my advertising consistently reflect that archetype in a meaningful way to my customer? 35. Need help determiningyour brands archetypeand how to use it?Visit: www.cultbranding.com/model 36. for more onhow to build a Cult Brand, visit:www.cultbranding.com/101 37. from the creative minds @ www.cultbranding.comjoin us </p>