Brand Connect

Seeking a Senior Marketing Leadership  Role / Consultancy Assignment
Seeking a Senior Marketing Leadership Role / Consultancy AssignmentI help discover, craft, execute and tell unique and powerful brand stories that drive change and business growth em Seeking a Senior Marketing Leadership Role / Consultancy Assignment
SAM Husaini 
Managing Director 
Impact BBDO Abu Dhabi 
28th November 2014 
The 
Brand 
Connect
What is all this fuss about?
A brand is a coherent 
set of Ideas in your 
consumer’s 
mind
A Brand is a 
Product with a 
Personality
“A Brand is a Metaphysical story that connects with something 
very deep - a fundamental human appreciation of mythology… 
Companies that manifest this sensibility invoke something very 
powerful” 
Former Marketing Head of Nike & Starbucks
Brands = Big Money 
Interbrand 2014 Report 
5
Brand Connect
Brand Connect
The Top 100 Brands 
Valued at 
1600 
Billion 
USD
What does a 
Brand really 
Do ?
The Functions of a Brand 
X 
Identification 
Practicality 
Guarantee 
Optimisation 
Badge 
Continuity 
Ethical
The Functions of a Brand 
X 
Risk Mitigation Stability 
Protection 
Growth 
Financial Value
The Evolution of Branding 
Identity Value Experience You
Brands are becoming more like People 
★ A brand is a personification of a product, service or even 
an entire company. 
★ Like a person, it has a name, personality, character and 
reputation. 
★ Like a person you can respect, like and even love a brand. 
You can think of it as a deep personal friend or merely an 
acquaintance. 
★ You can view it as dependable or undependable, 
principled or opportunistic, caring or capacious. 
★ Like you like to be around some people and not others, there 
are brands that you warm up to and others that you do not. 
★ People have character …. And so do brands.
People are Emotional Beings… Not Rational 
“Reason is not as ‘pure’ as most of 
us think it is or wish it to be; 
Emotion and feelings aren't 
intruders into the bastion of 
reason. We feel before we think. 
In-fact we feel in order to think.” 
- Descartes’ Error, Antonio Damasi 
“Emotion, Intuition, Long-term 
memories and unconscious 
motivations make up as much as 
80% of our decision making 
processes. 
That leaves just 20% 
Kevin Roberts, Saatchi & Saatchi
So How Do we 
Connect ?
Brands help Full-fill Their Customers’ 
Human Needs
Maslow’s Hierarchy of Human Needs 
Transcendence 
Self - Actualisation 
Aesthetic Needs 
Cognitive Needs 
Esteem Needs 
Belongingness & Love Needs 
Safety Needs 
Biological & Physiological Needs 
Likelihood of Fulfilment
The Human needs stem 
from instincts 
and act with the same 
motivational force
Instincts 
operate at the deepest 
biological level 
They are natural 
dispositions towards 
patterns of behaviour
Psychiatrist Carl Jung’s concept of 
Archetypes explains 
consumers’ love for their favourite 
brands at the level of the psyche
Archetypes 
Meaning 
An Archetype is a universally 
understood symbol, term or pattern of 
behaviour, a prototype upon which 
others are copied, patterned, or 
emulated. 
Archetypes are often used in myths and 
storytelling across different cultures.
Archetypes are 
universal mental 
images. They set the 
patterns of 
behaviour for our 
interaction with the 
world
In 1893, nearly 400 
different versions of the 
Cinderella story were 
identified from around 
the world 
- Marian Rolfe Cox
Stories and characters resonate so 
powerfully and repeat so frequently 
They are Archetypical manifestations 
of our common needs
Twelve 
Classic 
Archetypes 
Jester 
Caregiver 
Ruler 
Creator 
Innocent 
Sage 
Hero Explorer 
Regular 
Person 
Outlaw 
Magician 
Lover
Four 
Psychological 
Functions 
Belonging Order 
Jester 
Caregiver 
Ruler 
Creator 
Innocent 
Sage 
Hero Explorer 
Regular 
Person 
Outlaw 
Magician 
Lover 
Change Knowledge
Archetypes are “ the forms 
which instincts assume 
- Carl Jung
Two sides of the same coin 
Human Needs 
Archetypes
Two sides of the same coin 
Human Needs 
Archetypes 
Esteem Warrior
Universal Human Desire & How each Archetype 
meets the Desire 
Safety 
Understanding 
Yearn for 
Paradise 
Freedom 
Leave a 
mark on the 
world 
Liberation 
Power 
Mastery 
Innovation 
Connect 
with 
Others 
Intimacy 
Control 
Belonging 
Enjoyment 
Provide 
Structure 
Service to the world 
Innocent 
Sage 
Explorer 
Outlaw 
Magician 
Lover Hero 
Jester 
Caregiver 
Everyman 
Ruler 
Creator
Yearn for 
Paradise 
Leave a 
mark on 
the world 
Provide 
Structure 
to the world 
Connect 
with 
Others 
Safety 
Understanding 
Freedom 
Liberation 
Power 
Intimacy Mastery 
Control 
Service 
Belonging 
Enjoyment 
Innovation 
Innocent 
Sage 
Explorer 
Outlaw 
Magician 
Lover Hero 
Jester 
Caregiver 
Everyman 
Ruler 
Creator 
Cultural 
Archetypes
Yearn for 
Paradise 
Leave a 
mark on 
the world 
Provide 
Structure 
to the world 
Connect 
with 
Others 
Safety 
Understanding 
Freedom 
Liberation 
Power 
Intimacy Mastery 
Control 
Service 
Belonging 
Enjoyment 
Innovation 
Innocent 
Sage 
Explorer 
Outlaw 
Magician 
Lover Hero 
Jester 
Caregiver 
Everyman 
Ruler 
Creator 
Brand 
Archetypes
The Benefits of Archetypes 
★ Acts as a filter for brand behaviour. 
★ Creates a true north for the brand. 
★ Defines as own-able tone. 
★ Opens the brand up creatively. 
★ Creates emotional associations for the 
consumer. 
★ Helps reinforce internal values and external 
vision.
Who is your Brand ?
‘The Innocent’
The 
Innocent 
The Motto 
Free to be you and me 
Core Desire to experience paradise 
Goal to be happy 
Fear doing something wrong / bad that will 
provoke punishment 
Strategy do things right 
Gift faith and optimism 
Trap Boring for all their naive innocence
‘The Explorer’
The Explorer 
The Motto 
Don’t fence me in 
Core Desire the freedom find out who you are by 
exploring the world 
Goal to experience a better, more authentic, 
more fulfillingg life 
Fear getting trapped, confronting, inner 
emptiness, nonbeing 
Strategy 
journey, seek out and experience new 
things, escape from entrapment and 
boredom 
Gift autonomy, ambition, ability to be true to 
one’s own soul 
Trap aimless wandering, becoming a misfit
‘The Sage’
The Sage 
The Motto 
The truth will set you free 
Core Desire the discovery of truth 
Goal to use intelligence and analysis to 
understand the world 
Fear being duped, misled, ignorance 
Strategy 
seek out information and knowledge; 
become self reflective and understand 
the thinking process 
Gift wisdom and intelligence 
Trap can study issues forever and never act
‘The Hero’
The Hero 
The Motto 
Where there’s a will, there’s a way 
Core Desire prove one’s worth through courageous 
and difficult action 
Goal exert mastery in a way that improves the 
world 
Fear weakness, vulnerability, wimping out 
Strategy become as strong, competent, powerful 
as you are capable of being 
Gift competence and courage 
Trap arrogance, developing the need for 
there to always be an enemy
‘The Outlaw’
The 
Outlaw 
The Motto 
Rules are made to be broken 
Core Desire revenge or revolution 
Goal to destroy what is not working (for the 
outlaw or the society) 
Fear being powerless, trivialised, 
inconsequential 
Strategy disrupt, destroy or shock 
Gift outrageousness, radical freedom 
Trap to go over to the dark side, criminally
‘The Magician’
The 
Magician 
The Motto 
I make things happen 
Core Desire knowledge of the fundamental laws of 
how the world or the universe works 
Goal make dreams come true 
Fear unanticipated negative consequences 
Strategy develop vision and live it 
Gift finding win - win outcomes 
Trap becoming manipulative
‘The Regular Guy’
The 
Regular Guy 
The Motto 
All men and women 
are created equal 
Core Desire connection with others 
Goal to belong, fit in 
Fear standing out, seeming to put on airs, and 
being exiled or rejected as a result 
Strategy develop ordinary solid virtues, the 
common touch, blend in 
Gift realism, empathy, lack of pretence 
Trap give up self to blend in, in exchange for 
only a superficial connection
‘The Lover’
The Lover 
The Motto 
I only have eyes for you 
Core Desire attain intimacy and experience sensual 
pleasure 
Goal 
being in a relationship with the people, 
the work, the experience, the 
surroundings they love 
Fear being alone, a wallflower, unwanted, 
unloved 
Strategy 
become more and more attractive 
physically, emotionally, and in every 
other way 
Gift passion, gratitude, appreciation, 
commitment 
Trap doing anything and everything to attract 
and please others, losing identity
‘The Jester’
The Jester 
The Motto 
If I can’t dance, I don't want to be 
part of your revolution 
Core Desire to live in the moment with full 
enjoyment 
Goal to have a great time and lighten up the 
world 
Fear boredom or being boring 
Strategy play, make jokes, be funny 
Gift joy 
Trap frittering away one’s life
‘The Caregiver’
The 
Caregiver 
The Motto 
Love your neighbour as yourself 
Core Desire protect people fro harm 
Goal to help others 
Fear selfishness, ingratitude 
Strategy do things for others 
Gift compassion , generosity 
Trap martyrdom of self, entrapment of others
‘The Creator’
The Creator 
The Motto 
If you can imagine it. 
It can be done 
Core Desire create something of enduring value 
Goal give form to vision 
Fear having mediocre vision or execution 
Strategy develop artistic control and skill 
Gift creativity and imagination 
Trap prefectionism, miscorrelation
‘The Ruler’
The Ruler 
The Motto 
Power isn't everything. 
It is the only thing 
Core Desire control 
Goal create a prosperous, successful family, 
company, or community 
Fear chaos, being overthrown 
Strategy exert leadership 
Gift responsibility leadership 
Trap being bossy, authoritarian
So does your 
story 
Connect?
To be continued….
1 de 61

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Brand Connect

  • 1. SAM Husaini Managing Director Impact BBDO Abu Dhabi 28th November 2014 The Brand Connect
  • 2. What is all this fuss about?
  • 3. A brand is a coherent set of Ideas in your consumer’s mind
  • 4. A Brand is a Product with a Personality
  • 5. “A Brand is a Metaphysical story that connects with something very deep - a fundamental human appreciation of mythology… Companies that manifest this sensibility invoke something very powerful” Former Marketing Head of Nike & Starbucks
  • 6. Brands = Big Money Interbrand 2014 Report 5
  • 9. The Top 100 Brands Valued at 1600 Billion USD
  • 10. What does a Brand really Do ?
  • 11. The Functions of a Brand X Identification Practicality Guarantee Optimisation Badge Continuity Ethical
  • 12. The Functions of a Brand X Risk Mitigation Stability Protection Growth Financial Value
  • 13. The Evolution of Branding Identity Value Experience You
  • 14. Brands are becoming more like People ★ A brand is a personification of a product, service or even an entire company. ★ Like a person, it has a name, personality, character and reputation. ★ Like a person you can respect, like and even love a brand. You can think of it as a deep personal friend or merely an acquaintance. ★ You can view it as dependable or undependable, principled or opportunistic, caring or capacious. ★ Like you like to be around some people and not others, there are brands that you warm up to and others that you do not. ★ People have character …. And so do brands.
  • 15. People are Emotional Beings… Not Rational “Reason is not as ‘pure’ as most of us think it is or wish it to be; Emotion and feelings aren't intruders into the bastion of reason. We feel before we think. In-fact we feel in order to think.” - Descartes’ Error, Antonio Damasi “Emotion, Intuition, Long-term memories and unconscious motivations make up as much as 80% of our decision making processes. That leaves just 20% Kevin Roberts, Saatchi & Saatchi
  • 16. So How Do we Connect ?
  • 17. Brands help Full-fill Their Customers’ Human Needs
  • 18. Maslow’s Hierarchy of Human Needs Transcendence Self - Actualisation Aesthetic Needs Cognitive Needs Esteem Needs Belongingness & Love Needs Safety Needs Biological & Physiological Needs Likelihood of Fulfilment
  • 19. The Human needs stem from instincts and act with the same motivational force
  • 20. Instincts operate at the deepest biological level They are natural dispositions towards patterns of behaviour
  • 21. Psychiatrist Carl Jung’s concept of Archetypes explains consumers’ love for their favourite brands at the level of the psyche
  • 22. Archetypes Meaning An Archetype is a universally understood symbol, term or pattern of behaviour, a prototype upon which others are copied, patterned, or emulated. Archetypes are often used in myths and storytelling across different cultures.
  • 23. Archetypes are universal mental images. They set the patterns of behaviour for our interaction with the world
  • 24. In 1893, nearly 400 different versions of the Cinderella story were identified from around the world - Marian Rolfe Cox
  • 25. Stories and characters resonate so powerfully and repeat so frequently They are Archetypical manifestations of our common needs
  • 26. Twelve Classic Archetypes Jester Caregiver Ruler Creator Innocent Sage Hero Explorer Regular Person Outlaw Magician Lover
  • 27. Four Psychological Functions Belonging Order Jester Caregiver Ruler Creator Innocent Sage Hero Explorer Regular Person Outlaw Magician Lover Change Knowledge
  • 28. Archetypes are “ the forms which instincts assume - Carl Jung
  • 29. Two sides of the same coin Human Needs Archetypes
  • 30. Two sides of the same coin Human Needs Archetypes Esteem Warrior
  • 31. Universal Human Desire & How each Archetype meets the Desire Safety Understanding Yearn for Paradise Freedom Leave a mark on the world Liberation Power Mastery Innovation Connect with Others Intimacy Control Belonging Enjoyment Provide Structure Service to the world Innocent Sage Explorer Outlaw Magician Lover Hero Jester Caregiver Everyman Ruler Creator
  • 32. Yearn for Paradise Leave a mark on the world Provide Structure to the world Connect with Others Safety Understanding Freedom Liberation Power Intimacy Mastery Control Service Belonging Enjoyment Innovation Innocent Sage Explorer Outlaw Magician Lover Hero Jester Caregiver Everyman Ruler Creator Cultural Archetypes
  • 33. Yearn for Paradise Leave a mark on the world Provide Structure to the world Connect with Others Safety Understanding Freedom Liberation Power Intimacy Mastery Control Service Belonging Enjoyment Innovation Innocent Sage Explorer Outlaw Magician Lover Hero Jester Caregiver Everyman Ruler Creator Brand Archetypes
  • 34. The Benefits of Archetypes ★ Acts as a filter for brand behaviour. ★ Creates a true north for the brand. ★ Defines as own-able tone. ★ Opens the brand up creatively. ★ Creates emotional associations for the consumer. ★ Helps reinforce internal values and external vision.
  • 35. Who is your Brand ?
  • 37. The Innocent The Motto Free to be you and me Core Desire to experience paradise Goal to be happy Fear doing something wrong / bad that will provoke punishment Strategy do things right Gift faith and optimism Trap Boring for all their naive innocence
  • 39. The Explorer The Motto Don’t fence me in Core Desire the freedom find out who you are by exploring the world Goal to experience a better, more authentic, more fulfillingg life Fear getting trapped, confronting, inner emptiness, nonbeing Strategy journey, seek out and experience new things, escape from entrapment and boredom Gift autonomy, ambition, ability to be true to one’s own soul Trap aimless wandering, becoming a misfit
  • 41. The Sage The Motto The truth will set you free Core Desire the discovery of truth Goal to use intelligence and analysis to understand the world Fear being duped, misled, ignorance Strategy seek out information and knowledge; become self reflective and understand the thinking process Gift wisdom and intelligence Trap can study issues forever and never act
  • 43. The Hero The Motto Where there’s a will, there’s a way Core Desire prove one’s worth through courageous and difficult action Goal exert mastery in a way that improves the world Fear weakness, vulnerability, wimping out Strategy become as strong, competent, powerful as you are capable of being Gift competence and courage Trap arrogance, developing the need for there to always be an enemy
  • 45. The Outlaw The Motto Rules are made to be broken Core Desire revenge or revolution Goal to destroy what is not working (for the outlaw or the society) Fear being powerless, trivialised, inconsequential Strategy disrupt, destroy or shock Gift outrageousness, radical freedom Trap to go over to the dark side, criminally
  • 47. The Magician The Motto I make things happen Core Desire knowledge of the fundamental laws of how the world or the universe works Goal make dreams come true Fear unanticipated negative consequences Strategy develop vision and live it Gift finding win - win outcomes Trap becoming manipulative
  • 49. The Regular Guy The Motto All men and women are created equal Core Desire connection with others Goal to belong, fit in Fear standing out, seeming to put on airs, and being exiled or rejected as a result Strategy develop ordinary solid virtues, the common touch, blend in Gift realism, empathy, lack of pretence Trap give up self to blend in, in exchange for only a superficial connection
  • 51. The Lover The Motto I only have eyes for you Core Desire attain intimacy and experience sensual pleasure Goal being in a relationship with the people, the work, the experience, the surroundings they love Fear being alone, a wallflower, unwanted, unloved Strategy become more and more attractive physically, emotionally, and in every other way Gift passion, gratitude, appreciation, commitment Trap doing anything and everything to attract and please others, losing identity
  • 53. The Jester The Motto If I can’t dance, I don't want to be part of your revolution Core Desire to live in the moment with full enjoyment Goal to have a great time and lighten up the world Fear boredom or being boring Strategy play, make jokes, be funny Gift joy Trap frittering away one’s life
  • 55. The Caregiver The Motto Love your neighbour as yourself Core Desire protect people fro harm Goal to help others Fear selfishness, ingratitude Strategy do things for others Gift compassion , generosity Trap martyrdom of self, entrapment of others
  • 57. The Creator The Motto If you can imagine it. It can be done Core Desire create something of enduring value Goal give form to vision Fear having mediocre vision or execution Strategy develop artistic control and skill Gift creativity and imagination Trap prefectionism, miscorrelation
  • 59. The Ruler The Motto Power isn't everything. It is the only thing Core Desire control Goal create a prosperous, successful family, company, or community Fear chaos, being overthrown Strategy exert leadership Gift responsibility leadership Trap being bossy, authoritarian
  • 60. So does your story Connect?