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Brand Archetype | An Introduction + Overview

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Nothing original here. Just an obligatory brand archetype overview done in a more visually appealing way, with some more examples, and a deeper dive into the Explorer archetype.

Publicada em: Marketing
  • @Brad Webster Hi Brad, Apple broke the back of their industry as a Outlaw (Maverick) with their "1984". They showed all the typical Outlaw characteristics. A disdain for the status quo and the promotion of revolt. In 1997, with their Think Different campaign, they changed their trajectory and became a Creator brand by aligning themselves with creatives and providing tools of creative expression. As Archetypes are a flexible tool, they can be subjective so some may categorise them as a Magician, because of their mystical transformational capabilities (though I would disagree in this case). The Apple Archetype transformation along with how to use arechtypes is covered in this ultimate guide here which you may find useful... Cheers - https://iconicfox.com.au/brand-archetypes/
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  • This is awesome, Thank you for putting it all together in a really accessible way!
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  • @Brad Webster Just got to these slides and your comment. The answer is yes, we are retrofitting brnads to archetypes to make it work as we need. The purpose of archetypes as I see it is to create link between the brand attributes and some psychological aspects. As we need the client to invest in better/different content and design, we use archetypes to show them there is some deeper meaning in it than just new color and font. And here we start with archetypes. This method doesn't really solve the brand and brands do evolve over time - Apple for example was a total desperado, punker and most creative innovator. Today it is not, it represents the most polished, poshy and expensive products in the world. Where's the explorer, outlaw they used to be? Gone. They've become ruler or hero for some. So it's hard to make archetypes really work for brand definition but the help in the initial phase with less experienced clients.
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  • Hi John, I have looked at 3 slideshows here about brand archetypes. One person is showing Apple as a maverick brand (think different), another shows them as a creator and here it's magician. The same goes for others...Everyone seems to confuse a few of them. Why is there so much inconsistency and subjectiveness? Aren't we trying to simplify this and empower companies to utilize it? If so why is there inconsistencies? Are we just retro fitting them to categories?
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  • very powerful presentation John. Thanks for sharing
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Brand Archetype | An Introduction + Overview

  1. 1. B R A N D A R C H E T Y P E an introduction + overview
  2. 2. archetype ( Ä R • K I • T Ī P ) P R I M O R D I A L I M A G E , C H A R A C T E R , O R P A T T E R N O F C I R C U M S T A N C E S T H A T R E C U R S T H R O U G H O U T L I T E R A T U R E A N D T H O U G H T C O N S I S T E N T L Y E N O U G H T O B E C O N S I D E R E D U N I V E R S A L .
  3. 3. “There are forms 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. These are imprinted and hardwired into our psyches.” – Carl Jung’s ‘Archetypal !eory’ A R C H E T Y P E S
  4. 4. “The concept of archetypes was borrowed by Jung from classic sources, including Cicero, Pliny, and Augustine. In Sanskrit, they were called ‘subjectively known forms’; and in Australia, they were known as the ‘Eternal Ones of the Dream.’” —Joseph Campbell, !e Hero with a !ousand Faces A S Y S T E M F O R T H E M A N A G E M E N T O F M E A N I N G A R C H E T Y P E S
  5. 5. A B R A N D I S A P R O D U C T W I T H A P E R S O N A L I T Y It’s hard to carve out tangible product advantage Powerful brands connect when they radiate an empathetic personality Archetypes are a tool that help craft brand character A brand’s archetypal; territory is rooted in core brand elements
  6. 6. Acts as a filter for brand behavior Creates a true-north for the brand Defines an ownable tone Opens the brand up creatively Creates emotional associations for the consumer Helps reinforce internal values and external vision A R C H E T Y P E S the benefits of
  7. 7. EXPLORER SAGE INNOCENT CREATOR RULER CAREGIVERLOVER JESTER REGULAR GUY/GAL OUTLAW MAGICIAN HERO 1 2 C L A S S I C A R C H E T Y P E S
  8. 8. BELONGING ORDER KNOWLEDGECHANGE F O U R P S Y C H O L O G I C A L F U N C T I O N S EXPLORER SAGE INNOCENT CREATOR RULER CAREGIVERLOVER JESTER REGULAR GUY/GAL OUTLAW MAGICIAN HERO
  9. 9. C U L T U R A L A R C H E T Y P E S EXPLORER SAGE INNOCENT CREATOR RULER CAREGIVERLOVER JESTER REGULAR GUY/GAL OUTLAW MAGICIAN HERO
  10. 10. B R A N D A R C H E T Y P E S EXPLORER SAGE INNOCENT CREATOR RULER CAREGIVERLOVER JESTER REGULAR GUY/GAL OUTLAW MAGICIAN HERO
  11. 11. Each brand should align with only one archetype, but can and will share similar traits & characteristics as other archetypes
  12. 12. T H E H E R O motto WHERE THERE’S A WILL, THERE’S A WAY what they do ACT COURAGEOUSLY associations STRENGTH | POWER | BRAVERY | HONOR
  13. 13. T H E M A G I C I A N motto I MAKE THINGS HAPPEN what they do TRANSFORM AND AMAZE associations IMAGINATION | CLEVERNESS | CHANGE | DELIGHT
  14. 14. T H E O U T L A W motto RULES ARE MADE TO BE BROKEN what they do CHALLENGE THE WORLD associations INDIVIDUALISM | PASSION | FREEDOM | SEXUALITY
  15. 15. T H E R E G U L A R G U Y / G A L motto ALL MEN AND WOMEN ARE CREATED EQUAL what they do MAKES EVERYONE FEEL IMPORTANT associations UNSELFISHNESS | SUPPORT | FRIENDLINESS | REALISM
  16. 16. T H E J E S T E R motto YOU ONLY LIVE ONCE what they do ENCOURAGE GOOD TIMES associations ORIGINALITY | FUN | MISCHIEF | POSSIBILITY
  17. 17. T H E L O V E R motto YOU'RE THE ONLY ONE what they do AWAKEN THE SENSES associations ROMANCE | GLAMOUR | DESIRE | SENSUALITY
  18. 18. T H E C A R E G I V E R motto LOVE YOUR NEIGHBOR AS YOURSELF what they do CARE FOR OTHERS associations RESPECT | TRUST | SECURITY | COMPASSION
  19. 19. T H E R U L E R motto POWER ISN'T EVERYTHING, IT'S THE ONLY THING what they do EXERT CONTROL associations POWER | STABILITY | EXCELLENCE | EXPERTISE | LEADERSHIP
  20. 20. T H E C R E A T O R motto IF YOU CAN IMAGINE IT, IT CAN BE DONE what they do CRAFT THINGS OF ENDURING VALUE associations SELF-EXPRESSION | INNOVATION | VISION | NONCONFORMITY
  21. 21. T H E I N N O C E N T motto FREE TO BE YOU AND ME what they do RENEW FAITH associations FREEDOM | OPTIMISM | PURITY | BEAUTY
  22. 22. T H E S A G E motto THE TRUTH WILL SET YOU FREE what they do SEEK UNDERSTANDING associations THOUGHTFULNESS | WISDOM | INDEPENDENCE | TRUTH
  23. 23. T H E E X P L O R E R motto DON'T FENCE ME IN what they do SEARCH FOR THE NEW associations INDEPENDENT | PIONEERING | DISCOVERY | FEARLESSNESS
  24. 24. examples of E X P L O R E R A R C H E T Y P E S
  25. 25. charting a perception map of other E X P L O R E R B R A N D S EXTREME EVERYDAY FUN SERIOUS
  26. 26. The only real voyage of discovery consists not in seeking new landscapes but in having new eyes. - Marcel Proust

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