Date post: | 16-Apr-2017 |
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HARNESSING THE POWER OFARCHETYPES FOR YOUR MARKETING
Gianluca Fiorelli
@gfiorelli1 #BigDigitalADL
Slenderman
Or the return to oral traditionin storytelling in the Internet Age
SLENDERMAN SHADOW
SHADOWArchetypeTranspersonal, pure or radical evil
(symbolized by the Devil and demons) and collective evil.
ArchetypesForms or images of a collective
nature which occur practically all over the Earth as constituents of myths and—at the same time—as
individual products of unconscious.
The [forms and images] are imprinted and hardwired into our
psyches
Roger DooleyIn 80% of cases we make a decision before being
rationally aware of it( )
Brand Personality Archetypes
Brand Personality Archetypes
Brand LoyaltyCommunity
EngagementConversions
To KnowHOWPeople
Search Is Important
But KnowingWHYPeople
Search Even More
The 12 Archetypes
itseo.org/12Arctypes
THECREATOR
CREATIVEANTICONFORMIST
The Brand Empowers its audience as much as it is able to express itself using its products
THERULER
EXCLUSIVENESSSTATUS GROWTH
A brand that presents itself as a Ruler is suggesting to their audience that they can be rulers too
THECAREGIVER
TRUSTEMPHATY
Caregiver brands present themselves as someone to trust, because they care and empathize with their
audience
THEINNOCENT
POSITIVISMBEAUTY
The Innocent finds positive sides in everyone and everything
THESAGE
HUMANISMKNOWLEDGE
The Sage is deeply humanist and believe in the power of humankind to shape a better world through
knowledge
THEEXPLORER
ADVENTUREBRAVENESS
Explorer brands prompt their audience to challenge themselves and to discover their inner adventurer
THEHERO
COURAGEJUSTICE
THEMAGICIAN
CLEVERNESSINTELLIGENCE
The Magician is able to make the impossible possible
THEOUTLAW
REBELANARCHIST
The Outlaw is the rebel, the one who breaks the rules in order to free his true self
THEEVERYMAN
NORMALITYHAPPYNESS
Brands targeting the Everyman audience (and painting themselves as such) craft their messages about the beauty of simple things and daily real life
THEJESTER
IRRIVERENTIMPULSIVE
A brand that presents itself as the Jester is a brand that wants to make our lives easier and more
bearable, providing us joy
THELOVER
PASSIONATEPHYSICAL
Knowing Our Archetype Is UselessIf We Cannot Build a Brand Story With It
THEORY OF LITERARY
MODES
Northrop Frye
Anatomy of Criticism
SEMIOTICSMeets
ARCHETYPES
Considering the relation between the nature of the main character (the Hero) and the
environment where he acts
Classification of literary works
#1
ENVIRONMENTN
ATU
RE
EPICROMANCE
COMEDY
IRONY
MYTH
Considering if the Hero is refused or accepted by society (Tragedy and Comedy)
Classification of literary works
#2
ENVIRONMENT
THE GOD ACCEPTED
HIGH COMEDY
IRONIC COMEDY -
SATIRE
IDYL
PICARESQUE
COMEDYN
ATU
RE
EXAMPLE #1
The Hero can become part of a community only if she passes through a series of tasks, which will award prizes and more capabilities. If the user is able to pass through all the tasks, he will not only be accepted but also may have the opportunity to be among the leaders of the community itself.
MAGICIAN
IDYLLIC MODE
GAMIFICATION
EXAMPLE #2
The Hero is not an interior designer or decorator, but the Deus Ex Machina is there to help Everyman kind of people like me and you in every way as we decorate our own houses.
EVERYMAN
COMEDIC MODE
EDUCATIONAL
EXAMPLE #3
The Hero is the brand community, who does not care what the mainstreamconcept of fashion is and designs and crowdfounds "its fashion."
OUTLAW
PICARESQUE COMEDY
COMMUNITY
BUILDER
IDYLL
COMMUNITY
IT’S ALL ABOUT THE WHY
http://itseo.org/1VHNweySimon Sinek
There is a world of stories hidden in the About Us and
Mission pages
And in how we design our Personas
Buyer Persona
We can design Personas using
http://www.aimclearblog.com/category/psychographic-
targeting/
DEMOGRAPHIC DATA - GA Demographics http://itseo.org/28gtnRC
DEMOGRAPHIC DATA - GA User Explorer http://itseo.org/214cBQe
DEMOGRAPHIC DATA - FB Audience Insights http://itseo.org/24uyx7Z
PRO TIP:Add a Facebook
retargeting pixel in your site just to collect demographic data
http://itseo.org/1UD1CeS
And they lead to theBrand World Building
Ian Lurie - http://itseo.org/1Un2HF0
STORIES THAT WE MUST PAINT ACCORDINGLY TO THE COLORS PATTERNS
OF OUR ARCHETYPE
Psychology of Colors
http://itseo.org/1t1DM39
AND STORIES THAT PEOPLE CAN RECOGNIZE
THEMSELVES WITH AT FIRST SIGHT
HERO SHOTS
Angie Schottmuller http://itseo.org/1WCw2Br
Stories we can A/B test and refine
A BRAND IS NOTA trademark.
A mission statement. A logo or slogan.
A product or service.An advertisement.
Joanna Lord - http://itseo.org/1UtFbWl
A BRAND ISAn intangible asset that
resides in people’s hearts and minds.
Joanna Lord - http://itseo.org/1UtFbWl
THANK YOU