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

“

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