Hello!

A flavour of our Clients

We work different.What we do

“A brand is a story that people want to be a part of that they readily identify with”

Working with Archetypes

Why Archetypes?

• A theory that resonates• Not a panacea• A different perspective

– Angle of attack• enabling us personalise a brand and help us to

use story and ritual to bring a brand to life

– Differentiating us

What is a Brand Archetype?

How BJL uses Archetypes

• Custom-made questionnaire • Internal and consumer research

– How the brand is currently perceived

– What the brand should aspire to be

• Can the brand credibly own an archetype?

• Create a brand identity based on archetype

• Build into brand DNA• Unique brand platform/architecture

The 12 ArchetypesInnocent

Sage

Hero

Outlaw

MagicianRegular Guy

Lover

Jester

Caregiver

Creator

Ruler

Explorer

IndependenceSelf Fulfilment

MasteryChange

BelongingConnect

StabilityControl

Archetypes & Their Primary Functions in People’s Lives

Archetype Helps People Brand Example

Creator Craft something new

Caregiver Care for others

Ruler Exert control

Jester Have a good time

Regular Guy/Girl Be OK just as you are

Lover Find and give love

Hero Act courageously

Outlaw Break the rules

Magician Affect transformation

Innocent Retain or renew faith

Explorer Maintain independence

Sage Understand the world

Archetype Examples

Hero

Also known as:

The warrior, the crusader, the rescuer, the superhero, the solider, the winning athlete, the dragon slayer, the competitor, the team player

Strategy: become as strong, competent, courageous and powerful as you are capable of being

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Explorer

Also known as:The seeker, adventurer, iconoclast, wanderer, individualist, pilgrim, quester, antihero and rebel.

Strategy: Journey, seek out and experience new ways, look at things in a new way. Escape from entrapment and boredom or the status quo

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SageAlso known as:

Expert, scholar, detective, oracle, evaluator, advisor, philosopher, researcher, thinker, planner, professional, mentor, teacher, contemplative

Strategy: seek out information and knowledge; become self-reflective and understand thinking processes

RulerAlso known as:

the boss, leader, aristocrat, parent, politician, responsible citizen, role model, manager, or administrator

Strategy: exert leadership

Magician

Also known as:The visionary, catalyst, innovator, charismatic leader, mediator, shaman, healer, or medicine man or woman

Strategy: develop vision and live it

Innocent

Also known as:Pollyanna, utopian, traditionalist, naïve, mystic, saint, romantic, traditionalist, dreamer

Strategy: Do things right

Regular Guy/Gal

Also known as:The good old boy, the regular Jane, Everyman, the common man, the guy or gal next door, the realist, the working stiff, the solid citizen, the good neighbor

Strategy: develop ordinary solid virtues, the common touch, blend in

Lover

Also known as:partners, friends, intimates, matchmakers, enthusiasts, connoisseurs, sensualists, spouses, team builders, harmonizers

Strategy: become more and more attractive-physically, emotionally, and in

every other way

Outlaw

Also known as:The rebel, the revolutionary, the villain, the wild man or woman, the misfit, the enemy, or the iconoclast

Strategy: disrupt, destroy, or shock

Creator

Also known as:the artist, innovator, inventor, musician, writer, or dreamer

Strategy: develop artistic control and skill

Caregiver

Also known as:the caretaker, altruist, saint, parent, helper, or supporter

Strategy: do things for others

Jester

Also known as:the fool, trickster, joker, punster, entertainer, clown, prankster, practical joker, or comedian

Strategy: play, make jokes, be funny

Discuss.

• What archetype is our brand?• What archetype (or mix of archetypes)

could our brand be in the future?

The 12 ArchetypesInnocent

Sage

Hero

Outlaw

MagicianRegular Guy

Lover

Jester

Caregiver

Creator

Ruler

Explorer

IndependenceSelf Fulfilment

MasteryChange

BelongingConnect

StabilityControl

What you told us…

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Competitor archetypes?

Our Archetypes

Innocent

Sage

Hero

Outlaw

MagicianRegular Guy

Lover

Jester

Caregiver

Creator

Ruler

Explorer

IndependenceSelf Fulfilment

MasteryChange

BelongingConnect

StabilityControl

Building this into the DNA of the brand

Caregiver- Do things for others

Innocent- Do things right

Hero- Be strong, capable, confident

The Category

The Cashplan Category

The Differentiator

Caregiver/Innocent/Hero DNA

Look Familiar?

Strives for justice

Devoted to a worthwhile

cause Be all you can be

Altruistic

Helping others

Protectors ofthe Innocent

Making the world a

better place

Functional

Simple values

Idealistic

Healthsure

Democratic

InclusiveValue ledbusiness

Thank you