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Market Your Archetype

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Recent studies have shown that the most potent component of premium brands is a clear identity that is grounded in the ultimate personality types deciphered by the Swiss psychiatrist Carl Jung, the so-called Archetypes.
Tracking over 13,000 brands over a period of five years and interviewing more than 120,000 consumers across 100 product categories, archetypal researcher Carol Paerson found that archetypal brands outpaced non-archetypal ones by a factor of 97% in Market Value Added (a measure of how much value a company has added to, or subtracted from, its shareholder investment).
A Booz Allen Hamilton research report recently showed that „brand-guided companies have profitability margins nearly twice the industry standard. Brand-guided banks, for example, have an ROE of 19% compared to 8% for non brand-guided banks.“

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Market Your Archetype

  1. 1. (c) BrandOvation 2012. All Rights Reserved 2 Archetypal Branding The Secret of Premium Brands
  2. 2. Cup™, and he is the co-author of the World Cup Brand Ambassador Program 'Welcome 2010' and chairperson of the inaugural FAN World Cup™. Dr Nik is the author of “The Seven Secrets of IziCwe: Conquer Life!”, a uniquely South African Life Skills Program, and “a must for anyone who wants to overcome career and personal challenges!” (The Business Day). The sequel, “The IziCwe Code: Internal Branding” was introduced to the international media at the Global Leadership Summit in Johannesburg, sharing the platform with leadership gurus Tom Peters, Rudy Giuliani and Michael Porter, and has become recommended reading for government leaders at national, provincial and local level. Connect with Dr Nik on LinkedIn at www.za.linkedin.com/in/drnik or email nikolaus@brandovation.com AUTHOR PAGE: Dr Nik The author of “BrandOvation: How Germany won the World Cup of Nation Branding”, and the sequel “The Hero’s Journey: Building a Nation of World Champions”, Dr Nikolaus Eberl holds a PhD from the Free University of Berlin and a Postgraduate Diploma from The Johns Hopkins University, Baltimore. Dr Nik headed the Net Promoter Scorecard research project on South Africa’s Destination Branding Success Story during the 2010 FIFA World 3
  3. 3. “The Brand is Everything!” Richard Branson Founder & CEO: Virgin Group CHAPTER 1: What exactly is a Brand? (c) BrandOvation All Rights Reserved 4
  4. 4. Through promises we manage and control the uncertainty, whilst trust is the attitude required by authentic promise- making. This is why leading brands often command a market share of 50% or higher, as well as price premiums of up to 40% more than generic brands. In other words, a brand is “the most valuable real estate in the world, a corner of the consumer’s mind” (Institute for Brand leadership). It is therefore the Brand Promise that creates the Brand Expectation and is the foundation of building the Brand Image. ‘Brand’ Defined “As products and services are converging, clients are now looking for a sense of meaning and identity – a brand image in every experience they encounter with your company” (Institute for Brand Leadership). So, what exactly is a brand? In order to arrive at the very core of what constitutes a brand, it is important to dispel some myths about what a brand is not. A brand is not your logo, your Product or even your Corporate Identity. Rather, a brand is an expectation of an emotional experience, created by a certain brand promise. In the car industry, well-known brand promises are shown above. Hannah Arendt, a well known 20th century philosopher, calls promises “islands of certainty in the sea of uncertainty that the future is”. (c) BrandOvation All Rights Reserved 5
  5. 5. CHAPTER 2: Why Archetypal Branding? (c) BrandOvation All Rights Reserved Recent studies have shown that the most potent component of premium brands is a clear identity that is grounded in the ultimate personality types deciphered by the Swiss psychiatrist Carl Jung, the so-called Archetypes. Tracking over 13,000 brands over a period of five years and interviewing more than 120,000 consumers across 100 product categories, archetypal researcher Carol Paerson found that archetypal brands outpaced non- archetypal ones by a factor of 97% in Market Value Added (a measure of how much value a company has added to, or subtracted from, its shareholder investment). A Booz Allen Hamilton research report recently showed that „brand-guided companies have profitability margins nearly twice the industry standard. Brand-guided banks, for example, have an ROE of 19% compared to 8% for non brand-guided banks.“ 6
  6. 6. Archetypes & Brand Loyalty (c) BrandOvation All Rights Reserved 7
  7. 7. ‘‘All that happens is symbol, and as it represents itself perfectly, it points to all the rest.’’ Johann Wolfgang von Goethe, 1818 CHAPTER 3: What are Archetypes? (c) BrandOvation All Rights Reserved 8
  8. 8. “Jung to some extent took the opposite approach to that of the behaviorists, that is, he did not observe people from the outside, did not ask how we behave, how we greet one another, how we mate, how we take care of our young. Instead, he studied what we feel and what we fantasize while we are doing those things. For Jung, archetypes are not only elementary ideas, but just as much elementary feelings, elementary fantasies, elementary visions. — Marie-Louise Von Franz, Psyche and Matter Archetypes Defined “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 origin.” — C. G. Jung, Psychology and Religion “The concept of archetypes was borrowed by Jung from classic sources, including Cicero, Pliny, and Augustine. Adolf Bastian called them “Elementary Ideas.” In Sanskrit, they were called “subjectively known forms”; and in Australia, they were known as the “Eternal Ones of the Dream.” — Joseph Campbell, The Hero with a Thousand Faces (picture across) (c) BrandOvation All Rights Reserved 9
  9. 9. We intuitively ‘get’ Archetypes. They are shortcust to meaning. They transcend time and place – and are the key to blockbuster movies like Star Wars, The Matrix and Harry Potter. CHAPTER 4: The Twelve Brand Archetypes (c) BrandOvation All Rights Reserved 10
  10. 10. People: Ghandi, Dalai Lama, Oprah Brands: Disney, Coca-Cola, McDonald’s, Ivory soap The Innocent may be right for your Brand Identity if your brand... - offers a simple solution to an identifiable problem - Is associated with goodness, morality, simplicity, nostalgia or childhood - Is low or moderately priced - Is produced by a company with straightforward values - needs to be differentiated from brands with poor reputations The Innocent Motto: Free to be you and me Core Desire: to get to Paradise Goal: to be happy Greatest Fear: to be punished for doing something bad or wrong Strategy: to do things right Weakness: boring for all their naive innocence Talent: Faith and Optimism Also known as: Utopian, tradi- tionalist, naive, mystic, saint, romantic, dreamer. (c) BrandOvation All Rights Reserved 11
  11. 11. Talent: realism, empathy, lack of pretense Also known as: good old boy, everyman, the person next door People: Homer Simpson, Tom Hanks, Princess Diana Brands: VISA, Mr Price, IKEA The Regular Person provides a good identity for brands: - that give people a sense of belonging - with an everyday functionality - with low to moderate prices - produced by a solid company with a down-home organisational culture - that need to be differentiated positively from more elitist / higher-priced brands The Regular Guy Motto: All men and women are created equal Core Desire: connecting with others Goal: to belong Greatest fear: to be left out or to stand out from the crowd Strategy: develop ordinary solid virtues, be down to earth Weakness: losing one's own self in an effort to blend in or for the sake of superficial relationships (c) BrandOvation All Rights Reserved 12
  12. 12. Talent: autonomy, ambition, being true to one's soul Also known as: seeker, iconoclast, wanderer, individualist, pilgrim. People: Christopher Columbus, Jacques Cousteau, Richard Branson Brands: Land Rover, Jeep, Virgin, Marlboro, Camel The explorer is a good identity for brands that: - helps people feel free, nonconformist or pioneering - is rugged and sturdy or for use in the great outdoors or in dangerous settings - can be purchased from a catalogue or on the Internet - helps people express their individuality - purchased for consumption on the go The Explorer Motto: Don't fence me in Core Desire: self discovery through exploring the world Goal: to experience a better, more authentic, more fulfilling life Greatest fear: getting trapped, conformity, and inner emptiness Strategy: journey, seeking out and experiencing new things, escape from boredom Weakness: aimless wandering, becoming a misfit (c) BrandOvation All Rights Reserved 13
  13. 13. Also known as: The warrior, crusader, rescuer, superhero, the soldier, dragon slayer, the winner and the team player People: Donald Trump, Arnold Schwarzenegger Brands: Nike, Tag Heuer, Red Bull The Hero could be good for brands that: - are inventions or innovations that will have a major impact on the world - solve a major social problem or encourage others to do so - have a clear opponent you want to beat - that are underdogs or challenger brands - are strong and help people do tough jobs exceptionally well The Hero Motto: Where there's a will, there's a way Core 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" Strategy: to be as strong and competent as possible Weakness: arrogance, always needing another battle to fight Talent: competence and courage (c) BrandOvation All Rights Reserved 14
  14. 14. Also known as: The rebel, revolutionary, wild man, the misfit, or iconoclast People: James Dean, Sid Vicious, George Washington Brands: Harley Davidson, Virgin, MTV, Rimmel, Steve Madden, Urban The Outlaw may strengthen your brand's identity if it: - has customers or employees who feeldisenfranchised from society - helps retain values that are threatened by emerging ones, or paves the way for revolutionary new attitudes - is low to moderately priced - breaks with industry conventions The Outlaw Motto: Rules are made to be broken Core Desire: revenge or revolution Goal: to overturn what isn't working Greatest fear: to be powerless or ineffectual Strategy: disrupt, destroy, or shock Weakness: crossing over to the dark side, crime Talent: outrageousness, radical freedom (c) BrandOvation All Rights Reserved 15
  15. 15. People: Mark Shuttleworth, Salvador Dali, William Shakespeare Brands: Lego, Sony, Swatch, 3M, HP, Adobe The Creator may be right for your brand identity if: - it promotes self-expression, gives customers choices , foster innovation, artistic in design - it is in a creative field like marketing, public relations, the arts, or technological innovation - you want to differentiate it from a "do- it-all" brand with little room for the imagination - your product has a do-it-yourself aspect that saves money - your organisation has a creative culture The Creator Motto: If you can imagine it, it can be done Core Desire: to create things of enduring value Goal: to realise a vision Greatest fear: mediocre vision or execution Strategy: develop artistic control & skill Weakness: perfectionism Talent: creativity and imagination Also known as: The artist, inventor, innovator, musician, writer or dreamer (c) BrandOvation All Rights Reserved 16
  16. 16. Also known as: The boss, leader, aristocrat, king, queen, politician, role model, manager or administrator People: Thabo Mbeki, Steve Jobs, Moses Brands: Microsoft, Rolex, Gillette, Jack Daniel’s The Ruler may be right for your brand identity if: - it is a high-status product used by powerful people to enhance their power - it makes people more organised - it offers a lifetime guarantee - it empowers people to maintain or enhances their grip on power - it has a regulatory or protective function The Ruler Motto: Power isn't everything, it's the only thing. Core Desire: control Goal: create a prosperous, successful family or community Greatest fear: chaos, being overthrown Strategy: exercise power Weakness: being authoritarian, unable to delegate Talent: responsibility, leadership (c) BrandOvation All Rights Reserved 17
  17. 17. Also known as: The visionary, catalyst, inventor, charismatic leader, shaman, healer, medicine man People: Tim Burton, Steven Spielberg, Harry Potter, Albert Einstein Brands: Axe, Smirnoff Vodka, Intel The Magician could be the right identity for your brand if: - the product or service is transformative - its implicit promise is to transform customers - it has a new-age quality - it is consciousness-expanding - it is user-friendly The Magician Motto: I make things happen. Core Desire: understanding the fundamental laws of the universe Goal: to make dreams come true Greatest fear: unintended negative consequences Strategy: develop a vision and live by it Weakness: becoming manipulative Talent: finding win-win solutions (c) BrandOvation All Rights Reserved 18
  18. 18. Talent: passion, gratitude, appreciation, and commitment Also known as: Friend, enthusiast, sensualist, spouse, team-builder People: Madonna, Jane Austen, Dracula, Liz Taylor Brands: Revlon, Chanel, Hallmark, Alfa Romeo, Interflora, Haagen Dazs The Lover may be a good identity for your brand if: - it helps people belong, find friends or partners - it's function is to help people have a good time - it is low to moderately priced - it is produced by a freewheeling, fun- loving organisational structure - it needs to differentiate itself from self- important, overconfident brands The Lover Motto: You're the only one Core Desire: intimacy and experience Goal: being in a relationship with the people, work and surroundings they love Greatest fear: being alone, a wallflower, unwanted, unloved Strategy: to become more physically and emotionally attractive Weakness: Desire to please others at risk of losing own identity (c) BrandOvation All Rights Reserved 19
  19. 19. Brands: Volvo, Amnesty international, Red Cross, Peace Core The Care giver may be right for your Brand Identity if - it gives customers a competitive advantage - it supports families (products from fast- food to minivans) or is associated with nurturing - it serves the public sector, e.g. healthcare, education, aid and other care giving fields - helps people stay connected with and care about others - helps people care for themselves - is a non-profit or charitable cause The Caregiver Motto: Love your neighbour as yourself Core Desire: to protect and care for others Goal: to help others Greatest fear: selfishness and ingratitude Strategy: doing things for others Weakness: martyrdom and being exploited Talent: compassion, generosity Also known as: The saint, altruist, parent, helper, supporter People: Mother Theresa, Pat Tillman (c) BrandOvation All Rights Reserved 20
  20. 20. thinker, philosopher, academic, researcher, thinker, planner. People: Plato, Deepak Chopra, Paulo Coelho Brands: Harvard, CNN, New York Times The Sage would be a good identity for brands: - that provide expertise to customers - that encourage customers to think - that are based on new scientific findings or esoteric knowledge - that are supported by research-based facts - want to differentiate themselves from others whose quality or performance is suspect The Sage Motto: The truth will set you free Core Desire: To find the truth. Goal: to use intelligence and analysis to understand the world. Biggest Fear: being duped, misled—or ignorance. Strategy: seeking out information and knowledge; self-reflection and understanding thought processes. Weakness: can study details forever and never act. Talent: wisdom, intelligence. The Sage is also known as: The expert, scholar, detective, advisor, (c) BrandOvation All Rights Reserved 21
  21. 21. Also known as: The fool, trickster, joker, practical joker or comedian People: Robin Williams, Bob Hope, Bishop Tutu Brands: Brands: Budweiser, Fanta, Nando’s The Jester may be a good identity for brands: - that give people a sense of belonging - that help people have a good time - that are low or moderately priced - that are produced by a fun-loving company - that need to be differentiated from self-important, overconfident established brands The Jester Motto: You only live once Core Desire: to live in the moment with full enjoyment Goal: to have a great time and lighten up the world Greatest Fear: being bored or boring others Strategy: play, make jokes, be funny Weakness: frivolity, wasting time Talent: Joy (c) BrandOvation All Rights Reserved 22
  22. 22. Go to the Personal Archetype Assessment at www.archetypalbrandingacademy.com Please answer these ten questions as honestly as possible and trust your instinct rather than what you think you might want to be. Your personal archetype is the story you are living out and reflects your authentic true self. CHAPTER 5: Decipher Your Personal Archetype (c) BrandOvation All Rights Reserved 23
  23. 23. The Organizational Archetype Assessment is part of the online Arcchetypal Branding Course. Please sign up at www.archetypalbrandingacademy.com Often, the brand remains a perfect reflection of the forgotten philosophy of the brand’s founder. Consumer perceptions of brands change quite slowly, so it is always enlightening to go back to the earliest TV campaigns to see what the original “imprint” of the brand was. CHAPTER 6: Decipher Your Organizational Archetype (c) BrandOvation All Rights Reserved 24
  24. 24. Marketing to the HERO Consumer • Promise: Major Break-through Innovation • Function: Perform at Your Upper Limit • Pricing: Medium to High • Culture: Have a Clear Opponent • Brand Ideal: Make a Difference • Brand Nemesis: Obsessive Need to Win CHAPTER 7: Market Your Archetype (c) BrandOvation All Rights Reserved 25
  25. 25. Marketing Your Archetype To the Innocent Consumer (c) BrandOvation All Rights Reserved 26 • Motivational Driver: Assurance • Brand Promise: Goodness • Function: Simplicity • Pricing: Moderate to Low • Culture: Straight arrow • BrandVantage: Positioned vs Elitist / High Priced • Brand Ideal: Oneness / Inner Peace • Brand Nemesis: Denial / Repression
  26. 26. Marketing Your Archetype To the Regular Consumer (c) BrandOvation All Rights Reserved 27 • Motivational Driver: Connection • Brand Promise: Belong • Function: Everyday Life • Pricing: Moderate to Low • Culture: Down-home • BrandVantage: Positioned vs Elitist / High Priced • Brand Ideal: Egalitarian • Brand Nemesis: Victim
  27. 27. Marketing Your Archetype To the Explorer Consumer (c) BrandOvation All Rights Reserved 28 • Motivational Driver: Challenge • Brand Promise: Freedom • Function: Rugged / Sturdy • Pricing: High • Culture: Adventurist • BrandVantage: Positioned vs Conformist • Brand Ideal: Uniqueness • Brand Nemesis: Alienated
  28. 28. Marketing Your Archetype To the Hero Consumer (c) BrandOvation All Rights Reserved 29 • Motivational Driver: Significance • Brand Promise: Major Break-through Innovation • Function: Perform at Your Upper Limit • Pricing: Medium to High • Culture: Have a Clear Opponent • BrandVantage: vs Problems with follow through • Brand Ideal: Make a Difference • Brand Nemesis: Obsessive Need to Win
  29. 29. Marketing Your Archetype To the Outlaw Consumer (c) BrandOvation All Rights Reserved 30 • Motivational Driver: Higher Association • Brand Promise: Pioneer • Function: Revolutionise • Pricing: High • Culture: Question the Status Quo • BrandVantage: Positioned vs the Establishment • Brand Ideal: Revolutionary • Brand Nemesis: Criminal
  30. 30. Marketing Your Archetype To the Creator Consumer (c) BrandOvation All Rights Reserved 31 • Motivational Driver: Growth • Brand Promise: Innovation / Self Expression • Function: Do-it-Yourself • Pricing: Moderate to High • Culture: Creative • BrandVantage: Positioned vs does-it-all-for-you • Brand Ideal: Creating Influential structures • Brand Nemesis: Soap opera
  31. 31. Marketing Your Archetype To the Ruler Consumer (c) BrandOvation All Rights Reserved 32 • Motivational Driver: Assurance • Brand Promise: Status • Function: Power • Pricing: Moderate to High • Culture: Structure / Power • BrandVantage: Life time guarantee • Brand Ideal: Acknowledged Leader • Brand Nemesis: Autocratic
  32. 32. Marketing Your Archetype To the Magician Consumer (c) BrandOvation All Rights Reserved 33 • Motivational Driver: Higher Association • Brand Promise: Transformation • Function: Transformative • Pricing: Moderate to High • Culture: Spiritual / Consciousness • BrandVantage: Consciousness vs Materialism • Brand Ideal: Miracles • Brand Nemesis: Manipulative
  33. 33. Marketing Your Archetype To the Lover Consumer (c) BrandOvation All Rights Reserved 34 • Motivational Driver: Connection • Brand Promise: Find Love • Function: Fosters Closeness • Pricing: Moderate to High • Culture: Intimate / Elegant • BrandVantage: vs lower priced Brands • Brand Ideal: Self Acceptance • Brand Nemesis: Jealousy / Envy
  34. 34. Marketing Your Archetype To the Caregiver Consumer (c) BrandOvation All Rights Reserved 35 • Motivational Driver: Contribution • Brand Promise: Care about one another • Function: Care for Yourself • Pricing: Moderate • Culture: Nurturing / Family • BrandVantage: Superior Customer Service • Brand Ideal: Altruism • Brand Nemesis: Martyrdom / Guilt Tripping
  35. 35. Marketing Your Archetype To the Sage Consumer (c) BrandOvation All Rights Reserved 36 • Motivational Driver: Growth • Brand Promise: Think • Function: Expertise / Information • Pricing: High • Culture: Learning • BrandVantage: Positioned vs questionable Quality • Brand Ideal: Wisdom / Mastery • Brand Nemesis: Dogmatic / Ivory Tower
  36. 36. Marketing Your Archetype To the Jester Consumer (c) BrandOvation All Rights Reserved 37 • Motivational Driver: Assurance • Brand Promise: Connection • Function: Belong • Pricing: Moderate to Low • Culture: Fun-loving / Free-wheeling • BrandVantage: vs self-important / over-confident • Brand Ideal: Carpe Diem • Brand Nemesis: Self-Indulgence
  37. 37. (c) BrandOvation 2012. All Rights Reserved 38 Become a Certified Brand Archetype (CBA) Expert www.udemy.com/archetypal-branding

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