Download - The Future of CRM: Archetype First
Archetype FirstTim Ward@wardamercy Head of Design and Digital Experience
A Creston Communications company
What is it that we want to do? We want to be free to…do what we want to do. And we want to have a good time.
And we want to get loaded…
We want to connect brands with consumers so they buy their stuff
Stories and narrative
Jay Cartwright - The Inbetweeners
For narratives to ring true they have to come from a place of authenticity
“Last time I went to the country, I had a bit of bother. A cow. It charged me so I had to knock it out. One punch. I had to leg it though coz it's mates saw what was going on, and no word of a lie, they stood up on their hind legs and started firing milk at me from their tits.”
Jay Cartwright - The Inbetweeners
Authenticity requires a consistent voice
Mission control - Apollo 11
Archetype first
Carl Jung
Archetypes for brands
LynxMagician
Harley-DavidsonOutlaw
Nike Hero
Häagen-dazsLover
Ikea
Regular person
Compare the marketJoker
Mercedes-BenzRuler
LegoCreator
FairyCaregiver
Coca-Cola Innocent
PersilExplorer
BBCSage
Archetypes can help us to define the brand’s role in any narrative
Spielberg & Lucas - Raiders of the Lost Ark
Coca-ColaHappy ID
KFCPhonestack
We want consumers to connect to others on behalf of the brand
Archetype first helps us connect consumers to brands
Mars Blackmon - Nike
Archetype first helps consumers to connect to others on behalf of brands
First kiss - Wren
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Benjamin Hoff - The Tao of Pooh
How can you get very far, If you don’t know Who You Are? How can you do what you ought, If you don’t know What You’ve Got? And if you don’t know Which To Do Of all the things in front of you, Then what you’ll have when you are through Is just a mess without a clue Of all the best that can come true If you know What and Which and Who.”
Archetype First
Tim Ward@wardamercy Head of Design and Digital Experience