Building Brands Through Archetypes

The Hero & The Outlaw

•Archetypes can be seen across all cultures throughout time.

•Marketers: market segmentation and reduces archetypes to seterotypes

•Instead of segmenting need to tap into the deeper humanly compelling quality of each Archetype

•An Archetype is the missing link between customer motivations and product sales

•Many times archetypes emerge when a person is at a phase of life or sees something that evokes them

Independence

(discovery)

Mastery(achievement

)

Belonging

Stability

Motivations vs. Maslow's Hierarchy of Needs

Independence

Mastery

Belonging

Stability

INNOCENT•Coca-Cola, Coors Light, Cotton, Jolly Green Giant, Crystal Light, McDonalds

•Faith and optimism

SAGE (mentor)•Oprah Winfrey, Oil of Olay, Proctor & Gamble, Adobe

•Wisdom & Intelligence

EXPLORER•Starbucks, Amazon.com, United States, "The Ugly Duckling"

•Ambition, ability to be oneself

•Marines, Olympics, Nike, Red Cross, Marlboro Man

•Competence & Courage

HERO

OUTLAW (rebel)• MTV, Howard Stern, Harley-Davidson, Apple

•Outrageousness & Radical Freedom

MAGICIAN•Sony, Calgon, Entrepreneurs, Mastercard

•Finding Win-Win Outcomes

•VISA, Saturn, Wrangler Jeans, GEICO

•Realism, Empathy, Lack of Pretense

REGULAR GUY/GAL

LOVER•Victoria's Secret, Godiva Chocolate, Chanel, Hallmark

•Passion, Gratitude, Appreciation, Commitment

JESTER•Joe Camel, "Got Milk," Charlie Chaplin, Pepsi

•Joy

•Princess Diana, Johnson & Johnson, AT&T, Campbell's

•Compasion & Generosity

CAREGIVER

CREATOR•Crayola, Kinko's, Sherwin-Williams, Seasame Street

•Creativity & Imagination

RULER•IRS, White House, Microsoft, Cadillac, Ralph Lauren

•Responsibility & Leadership

Which Archetype are you?

Uncovering the Meaning of your Brand

Uncovering the Meaning of your Brand

1. Search for Brand Soul

2. Search for Brand Substance

3. Finding the Competitive Leverage

4. Know your Customer

5. Staying on Course: Managing the Brand Bank

Where to Find More InfoMark, Margaret & Carol S. Pearson. The Hero & The Outlaw. New York: McGraw Hill, 2001.

Fritz Gruztnerhttp://www.brandgarten.com/

CG Junghttp://www.cgjungpage.org/