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Uncovering Brand Archetypes

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A basic how to for discovering brand archetypes.

Publicada em: Marketing

Uncovering Brand Archetypes

  1. 1. Archetypes Part II: Uncovering Brand Archetypes October 2014
  2. 2. Don’t be a Hero (or an Outlaw…if you aren’t one) Broadly speaking many clients are drawn to the hero archetype and many agency folks are hoping to uncover an outlaw brand. Client Brand as hero no matter the product, clients believe it is the best in the category, well-made and loved by fans, they often see it as a hero archetype Agency Brand as outlaw no matter the brand, agencies frequently hope it will be disruptive in its category and creatively daring in its communications
  3. 3. There is no good or evil type Every archetype has strengths and weaknesses. No single archetype is better than any other. For branding purposes focus on the common positive attributes and only consider the negative elements of the archetypes as possible missteps to avoid. Magician Jester Merlin Maleficent Ace Ventura the Joker Ruler Elizabeth Godfather
  4. 4. This isn’t the school dance Don’t shy away from an archetype because it seems less cool than others. Everyman Maytag Pillsbury It is okay to be more like Tom Hanks than Tom Cruise Innocent Being an innocent archetype doesn’t mean you are exposing weakness
  5. 5. Gender doesn’t have anything to do with it Archetypes can be portrayed in both feminine and masculine forms. The brand does not need to choose an archetype that reflects their target audience. Caregiver Dove Men + Care Dove Men’s line connects caring for men with the caregiving men do Outlaw Dollar Shave Club a disruptive business model and advertising approach show that it is a brand willing to break all the rules Lover Tom Ford for men in this extension of the brand Tom Ford maintains the lover archetype
  6. 6. How to uncover brand archetypes ONE: Revisit the origin story and values TWO: Spend time looking at category codes (semiotics) THREE: Look at your role in the competitive set
  7. 7. ONE: Explore the origin story Who founded the company? Why? How did it grow? What changed over time? Example: Louis Vuitton For a brand that has over a 150 year history its issues are startlingly consistent. An association with royalty and the upper class, simple design and struggles with counterfeit competitors remain true today. Created for Royalty 1850s Louis Vuitton is the personal box maker and packer for empress Eugene, wife of Napoleon III Fighting Impostors Monogram created by his son in 1892 to combat knock offs by competitors Simple Design Creates rectangular flat shaped trunks that are easier to tack than the curved trunks of the day
  8. 8. TWO: Looking into Category Codes Tumi & Louis Vuitton
  9. 9. TWO: Category Codes Victorinox, Mulberry, Rimowa & Globe-Trotter
  10. 10. TWO: Semeiotic deep dive, make the implicit explicit • Examine signs and codes (textual codes like camera work and social codes like body language). • Identify paradigm sets and structural relationship between signifiers. • Construct analysis as a whole. How does it naturalize it’s perspective? What assumptions does it make about its audience? Example: Premium and Luxury luggage Absence Less is more Separate when together Entitlement & exclusion
  11. 11. THREE: Competitive Evaluation What archetypes exist? How does the category leader communicate? Which brands are you most like? Which brands are you least like? Yearn for paradise Leave a mark on the world Provide Ruler control structure to the world Connect with others safety understanding freedom liberation power intimacy mastery Caregiver service Everyman belonging enjoyment innovation Innocent Sage Explorer Outlaw Magician Lover Hero Jester Creator Example: Premium and Luxury luggage
  12. 12. How to Start Fresh Not all brands have a long history to reference
  13. 13. 23andMe - Searching for the type The brand 23andMe presented a few challenges • It was a silicon valley start-up created in 2006, at the ripe old age of 7 it explored advertising and creating a consumer facing identity • There wasn't an existing category (personal genetic info) for comparison • Information we had • Founding principles - empower individuals & accelerate research, allow everyone to contribute to improving human understanding. • Goal - be the worlds trusted source of personal genetic information • Product - kits sent to homes for $99 that allow individuals to get a much better understanding of their genetic info
  14. 14. 23andMe - Using the Archetype • Sage - unlocking knowledge • the core desire- the discovery of truth • goal - use intelligence and analysis to understand the world • Advertising - visualized the amount of information that we have inside and highlighted the importance of self-knowledge
  15. 15. Happy Branding. ! Questions? Suggestions? Ask @emilylizb