Archetype BrandingUncovering brand archetypes in the fashion industry

Mirela Lacerda

What Apple, Coca-Cola and Disney have in common? They are cultural symbols!

They have built

Emotional engagement

Remarkable identities

Powerful brand images

The brand image...Communicates its values

Directs actionsIs embedded in emotion

Image + emotion = archetype

Archetypes...Are universal and timeless

Are part of the collective unconsciousCreate identification

The archetype definition is the start point to build the brand

identity

Brand archetyp

e

Brand soul

TargetValues & positioning

Competitors

Storytelling

ChanelArchetype = Lover

Coco’s ideal of feminity and seduction

Chanel

DieselArchetype = Jester

Have fun, enjoy life, seize the day

BurberryArchetype = Ruler

Status and prestige built around London lifestyle and

the iconic trench coat

TiffanyArchetype = Lover

A celebration of love and special moments in life

using New York as scenery

Alexander McQueenArchetype = Creator

Nature, religion and history are elements of a disturbing and

provocative vision

Stella McCartney Archetype = Innocent

Sustainability, childish elements and a search for paradise

Paul SmithArchetype = Creator Arts, irreverence and a twisted vision on classics

Brand “X-Ray”: who, when, where, how and why?

Development: story, mission, vision, values, positioning, competitors, target audience; communication, promotion and sales channels

Research Goals Archetype definition

Report

Emotional (desires and expectations about the brand)

X Rational

(business strategy)

Goals Archetype definition

ReportResearch

Research Goals Archetype definition

Report

Brand histor

y

Brand archetyp

e Target

Values & Positioning

Competitors

Storytelling

Research Goals ReportArchetype definition

The Report is a guide that works as “brand compass”, providing detailed information about:

- The archetype definition and its application- Mission, Vision, Values and Positioning- Visual References- Marketing and Communication Strategy

www.modalogia.commirela@modalogia.com.

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