Brand Archetype

Download Brand Archetype

Post on 11-Feb-2016

16 views

Category:

Documents

2 download

Embed Size (px)

DESCRIPTION

An Overview of Brand Archetype based on the book "Hero and the Outlaw". (deck not mine)

TRANSCRIPT

  • B R A N D A R C H E T Y P Ean introduction + overview

  • brand archetype ( R K I T P )P R I M O R D I A L I M A G E , C H A R A C T E R , O R P A T T E R N O F C I R C U M S T A N C E S T H A T R E C U R S T H R O U G H O U T L I T E R A T U R E A N D T H O U G H T C O N S I S T E N T L Y E N O U G H T O B E C O N S I D E R E D U N I V E R S A L .

  • !ere are forms or images of a collective nature which occur practically all over the earth as constituents of myths and at the same time as individual products of

    unconscious. !ese are imprinted and hardwired into our psyches. Carl Jungs Archetypal !eory

    A R C H E T Y P E S

  • !e concept of archetypes was borrowed by Jung from classic sources, including Cicero, Pliny, and Augustine. In Sanskrit, they were called subjectively known forms; and in Australia, they were known as the Eternal Ones of the Dream.

    Joseph Campbell, !e Hero with a !ousand Faces

    A S Y S T E M F O R T H E M A N A G E M E N T O F M E A N I N G

    A R C H E T Y P E S

  • A B R A N D I S A P R O D U C T W I T H A P E R S O N A L I T Y

    Its hard to carve out tangible product advantage

    Powerful brands connect when they radiate an empathetic personality

    Archetypes are a tool that help craft brand character

    A brands archetypal; territory is rooted in core brand elements

  • Acts as a f ilter for brand behavior

    Creates a true-north for the brand

    Defines an ownable tone

    Opens the brand up creatively

    Creates emotional associations for the consumer

    Helps reinforce internal values and external vision

    A R C H E T Y P E Sthe benefits of

  • EXPLORER

    SAGE

    INNOCENT

    CREATOR

    RULER

    CAREGIVERLOVER

    JESTER

    REGULARGUY/GAL

    OUTLAW

    MAGICIAN

    HERO

    1 2 C L A S S I C

    A R C H E T Y P E S

  • BELONGING ORDER

    KNOWLEDGECHANGE

    F O U RP S Y C H O L O G I C A L

    F U N C T I O N S

    EXPLORER

    SAGE

    INNOCENT

    CREATOR

    RULER

    CAREGIVERLOVER

    JESTER

    REGULARGUY/GAL

    OUTLAW

    MAGICIAN

    HERO

  • C U L T U R A LA R C H E T Y P E S

    EXPLORER

    SAGE

    INNOCENT

    CREATOR

    RULER

    CAREGIVERLOVER

    JESTER

    REGULARGUY/GAL

    OUTLAW

    MAGICIAN

    HERO

  • B R A N DA R C H E T Y P E S

    EXPLORER

    SAGE

    INNOCENT

    CREATOR

    RULER

    CAREGIVERLOVER

    JESTER

    REGULARGUY/GAL

    OUTLAW

    MAGICIAN

    HERO

  • Each brand should align with only one

    archetype, but can and will share similar traits

    & characteristics as other archetypes

  • T H E H E R O

    mottoWHERE THERES A WILL, THERES A WAY

    what they do ACT COURAGEOUSLY

    associationsSTRENGTH | POWER | BRAVERY | HONOR

  • T H E M A G I C I A N

    mottoI MAKE THINGS HAPPEN

    what they do TRANSFORM AND AMAZE

    associationsIMAGINATION | CLEVERNESS | CHANGE | DELIGHT

  • T H E O U T L A W

    mottoRULES ARE MADE TO BE BROKEN

    what they do CHALLENGE THE WORLD

    associationsINDIVIDUALISM | PASSION | FREEDOM | SEXUALITY

  • T H E R E G U L A R G U Y / G A L

    mottoALL MEN AND WOMEN ARE CREATED EQUAL

    what they do MAKES EVERYONE FEEL IMPORTANT

    associationsUNSELFISHNESS | SUPPORT | FRIENDLINESS | REALISM

  • T H E J E S T E R

    mottoYOU ONLY LIVE ONCE

    what they do ENCOURAGE GOOD TIMES

    associationsORIGINALITY | FUN | MISCHIEF | POSSIBILITY

  • T H E L O V E R

    mottoYOU'RE THE ONLY ONE

    what they do AWAKEN THE SENSES

    associationsROMANCE | GLAMOUR | DESIRE | SENSUALITY

  • T H E C A R E G I V E R

    mottoLOVE YOUR NEIGHBOR AS YOURSELF

    what they do CARE FOR OTHERS

    associationsRESPECT | TRUST | SECURITY | COMPASSION

  • T H E R U L E R

    mottoPOWER ISN'T EVERYTHING, IT'S THE ONLY THING

    what they do EXERT CONTROL

    associationsPOWER | STABILITY | EXCELLENCE | EXPERTISE | LEADERSHIP

  • T H E C R E A T O R

    mottoIF YOU CAN IMAGINE IT, IT CAN BE DONE

    what they do CRAFT THINGS OF ENDURING VALUE

    associationsSELF-EXPRESSION | INNOVATION | VISION | NONCONFORMITY

  • T H E I N N O C E N T

    motto FREE TO BE YOU AND ME

    what they do RENEW FAITH

    associationsFREEDOM | OPTIMISM | PURITY | BEAUTY

  • T H E S A G E

    mottoTHE TRUTH WILL SET YOU FREE

    what they do SEEK UNDERSTANDING

    associationsTHOUGHTFULNESS | WISDOM | INDEPENDENCE | TRUTH

  • T H E E X P L O R E R

    mottoDON'T FENCE ME IN

    what they do SEARCH FOR THE NEW

    associationsINDEPENDENT | PIONEERING | DISCOVERY | FEARLESSNESS

  • examples of E X P L O R E R A R C H E T Y P E S

  • charting a perception map of other E X P L O R E R B R A N D S

    EXTREME EVERYDAY

    FUN

    SERIOUS

  • The only real voyage of discovery consists not in seeking new landscapes but in having new eyes.

    - Marcel Proust