THE LUXURY ARCHETYPES

An Introduction

2May 2009

"A brand is just a product with a personality"Stephen King

WHO DO I WANT TO BE TODAY?

How do you connect with your target in a crowded luxury brandscape?

3May 2009

NB. With thanks to Carl Jung and the authors of

'The Hero and the Outlaw' Mark & Pearson

Fantasist Rebel

Dandy

Latin Lover

Adam & Eve

Ivy Leaguer

Modernist

Romantic Mystic

Artist

Dominator

Aristocrat

In luxury the dominant archetypes revolve around power and seduction Most brands have a lead and a secondary archetype Which archetype and associated brand universe do you want to step into?

The answer lies in projecting the right archetype…

POWERSEDUCTION

4May 2009

TheAristocrat

TheDominator

TheRebel

BreedingCultureWisdom

ChallengeProvocationDanger

PersuasionCharismaPower

TheModernist

ControlProgressIntelligence

NB. Certain universes and archetypes are more gender biased but all can apply to both sexes

TheMystic

SilenceMysteryElevation

TheIvy Leaguer

SportYouthPrivilege

The Power Archetypes

5May 2009

THE DOMINATOR Desired feeling: powerful, rich, persuasive…

6May 2009

THE ARISTOCRATDesired feeling: sophisticated, cultured, understated…

7May 2009

THE MYSTICDesired feeling: Deep, mysterious, ethereal

8May 2009

THE REBEL Desired feeling: Bold, provocative, dangerous…

9May 2009

THE IVY LEAGUERDesired feeling: Sporty, youthful, privileged

10May 2009

THE MODERNISTDesired feeling: Progressive, sleek, in control

11May 2009

TheLatin Lover

TheDandy

TheFantasist

PassionSensualityOstentation

ImaginationUnpredictabilitySurrealism

WitEccentricityBohemianism

TheRomantic

PoetryLongingTravel

NB. Certain universes and archetypes are more gender biased but all can apply to both sexes

Adam& Eve

InnocencePurityEthics

TheArtist

CreativitySelf-expressionOriginality

The Seduction Archetypes

12May 2009

THE LATIN LOVER Desired feeling: bold, exuberant, sensual, hedonistic…

13May 2009

THE DANDYDesired feeling: Witty, eccentric, bohemian

14May 2009

THE ROMANTICDesired feeling: Seductive, poetic, entrancing

15May 2009

THE FANTASISTDesired feeling: Daring, unpredictable, brilliant

16May 2009

ADAM & EVEDesired feeling: Pure, innocent, ethical

17May 2009

THE ARTIST Desired feeling: Creative, original, avant-garde

18May 2009

You can leverage archetypes to stand-out in the crowded luxury brandscape

19May 2009

Fantasist Rebel

Dandy

Latin Lover

Adam & Eve

Romantic

Artist

Aristocrat

POWERSEDUCTION

Modernist

<<<<<<<<<<<<<<

Dominator

Ivy Leaguer

Mystic

Where would YOU place your luxury brands?

20May 2009

To help determine or clarify your brand positioning (e.g team workshop to identify primary and secondary archetypes and mix development implications)

To review existing and planned brand manifestations for coherency and ability to bring key archetypes and brand universe to life in a motivating and ‘beautiful’ way

To assist in portfolio planning and/or acquisition strategy

How can you leverage Luxury Archetypes?