This document discusses brand archetypes and provides examples of three common archetypes - Innocent, Hero, and Ruler. It defines what brand archetypes are, their origins in Jungian psychology, and how aligning a brand with an archetype makes it easier to identify. For each archetype, it outlines the quote, motto, desires, goals, fears, strengths, weaknesses, and examples of brands that fit that archetype. The purpose is to help anchor brands with universally understood symbols and imagery.

1. BRAND ARCHETYPES
FALL2020
HUAHUA LIU
ADVE 709 CREATIVE STRATEGIES
PROF. GAURI MISRA-DESHPANDE

3. WHAT IS A BRAND ARCHETYPE?
• ARCHETYPES ARE A CONCEPT ORIGINALLY CONCEIVED BY FAMED SWISS PSYCHOLOGIST,
CARL JUNG. IN MARKETING, A BRAND ARCHETYPE IS A GENRE YOU ASSIGN TO YOUR BRAND,
BASED UPON SYMBOLISM. THE IDEA BEHIND USING BRAND ARCHETYPES IS TO ANCHOR YOUR
BRAND AGAINST SOMETHING ICONIC—SOMETHING ALREADY EMBEDDED WITHIN THE
CONSCIOUS AND SUBCONSCIOUS OF HUMANITY. IN THE MINDS OF BOTH THE BRAND
OWNER AND THE PUBLIC, ALIGNING WITH A BRAND ARCHETYPE MAKES THE BRAND EASIER TO
IDENTIFY.

4. TIDE: BRAND ARCHETYPE
• INNOCENT
• HERO
• RULER

6. BRAND ARCHETYPE: INNOCENT
• QUOTE: “INNOCENCE IS ALWAYS UNSUSPICIOUS.” ~ JOSEPH JOUBERT
• MOTTO: WE ARE YOUNG AND FREE.
• DRIVING DESIRE: TO GET TO PARADISE
• GOAL: TO BE HAPPY
• GREATEST FEAR: TO BE PUNISHED FOR DOING SOMETHING BAD OR WRONG

7. • STRATEGY: TO DO THINGS RIGHT
• WEAKNESS: BORING FOR ALL THEIR NAIVE INNOCENCE
• TALENT: FAITH AND OPTIMISM
• ALSO KNOWN AS: UTOPIAN, TRADITIONALIST, NAIVE, MYSTIC, SAINT, ROMANTIC, DREAMER

8. INNOCENT ARCHETYPES IN THE WILD:
• OFFER A SIMPLE SOLUTION TO A PROBLEM
• ASSOCIATE WITH GOODNESS, MORALITY, SIMPLICITY, NOSTALGIA OR CHILDHOOD
• LOW OR MODERATE PRICING
• COMPANIES WITH STRAIGHTFORWARD VALUES
• DIFFERENTIATE FROM BRANDS WITH POOR REPUTATIONS
• ARCHETYPE EXAMPLES: DOVE SOAP, BEN & JERRY’S ICE CREAM

10. BRAND ARCHETYPE: HERO
• QUOTE: “A HERO HAS FACED IT ALL; HE NEED NOT BE UNDEFEATED, BUT HE MUST BE
UNDAUNTED.” ~ ANDREW BERNSTEIN
• MOTTO: WHERE THERE’S A WILL, THERE’S A WAY.
• DRIVING DESIRE: TO PROVE ONE’S WORTH THROUGH COURAGEOUS ACTS
• GOAL: EXPERT MASTERY IN A WAY THAT IMPROVES THE WORLD
• GREATEST FEAR: WEAKNESS, VULNERABILITY, BEING A “CHICKEN”

11. • STRATEGY: TO BE AS STRONG AND COMPETENT AS POSSIBLE
• WEAKNESS: ARROGANCE, ALWAYS NEEDING ANOTHER BATTLE TO FIGHT
• TALENT: COMPETENCE AND COURAGE
• ALSO KNOWN AS: WARRIOR, CRUSADER, RESCUER, SUPERHERO, SAVIOR, SOLDIER, DRAGON
SLAYER, THE WINNER AND THE TEAM PLAYER

12. HERO ARCHETYPES IN THE WILD:
• INVENTIONS OR INNOVATIONS THAT WILL HAVE A MAJOR IMPACT ON THE WORLD
• HELP PEOPLE BE ALL THEY CAN BE
• SOLVE A MAJOR SOCIAL PROBLEM OR ENCOURAGE OTHERS TO DO SO
• HAVE CLEAR OPPONENT YOU WANT TO BEAT
• UNDERDOG OR CHALLENGER BRANDS

13. • PRODUCTS AND SERVICES THAT ARE STRONG AND HELP PEOPLE DO TOUGH JOBS
EXCEPTIONALLY WELL
• DIFFERENTIATE FROM COMPETITORS WITH PROBLEMS FOLLOWING THROUGH OR KEEPING
THEIR PROMISES (“BRAND ENEMY” POSITIONING)
• CUSTOMERS SEE THEMSELVES AS GOOD, MORAL CITIZENS
• ARCHETYPE EXAMPLES: NIKE, SUPERMAN

15. BRAND ARCHETYPE: RULER
• QUOTE: “HE WHO IS TO BE A GOOD RULER MUST HAVE FIRST BEEN RULED.” ~ ARISTOTLE
• MOTTO: POWER ISN’T EVERYTHING, IT’S THE ONLY THING.
• DRIVING DESIRE: CONTROL
• GOAL: CREATE A PROSPEROUS, SUCCESSFUL FAMILY OR COMMUNITY
• STRATEGY: EXERCISE POWER

16. • GREATEST FEAR: CHAOS, BEING OVERTHROWN
• WEAKNESS: BEING AUTHORITARIAN, UNABLE TO DELEGATE, OUT OF TOUCH WITH REALITY
• TALENT: RESPONSIBILITY, LEADERSHIP
• ALSO KNOWN AS: BOSS, LEADER, ARISTOCRAT, KING, QUEEN, POLITICIAN, ROLE MODEL,
MANAGER OR ADMINISTRATOR

17. RULER ARCHETYPES IN THE WILD:
• HIGH-STATUS PRODUCT OR SERVICE USED BY POWERFUL PEOPLE TO ENHANCE THEIR POWER
• MAKE PEOPLE MORE ORGANIZED
• OFFER A LIFETIME GUARANTEE
• EMPOWER PEOPLE TO MAINTAIN OR ENHANCES THEIR GRIP ON POWER
• HAS A REGULATORY OR PROTECTIVE FUNCTION

18. • MODERATE TO HIGH PRICING
• DIFFERENTIATE FROM POPULIST BRANDS OR CLEAR LEADERS IN THE FIELD
• MARKET LEADERS OFFERING A SENSE OF SECURITY AND STABILITY IN A CHAOTIC WORLD
• ARCHETYPE EXAMPLES: IBM, MICROSOFT

19. REFERENCES
• HTTPS://MARKETINGIDEAS101.COM/FEATURED/BRANDING-101-12-BRAND-ARCHETYPES/
• HTTP://MARKETINGIDEAS101.COM/BRANDING-101-DISCOVER-YOUR-BRAND-ARCHETYPE-
QUIZ/
• HTTPS://WWW.ADWEEK.COM/BRAND-MARKETING/WHY-YOUR-BRAND-NEEDS-TO-IDENTIFY-
A-BRAND-CHARACTER/
• HTTPS://BRANDPERSONALITIES.COM.AU/PERSONALITIES/

20. THANK YOU!