Me, myself and I(a personal growth journey…)

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Archetypes

What is an Archetype?

The term "archetypes", as it is used in marketing today, has its origins in Carl Gustav Jung. He believed that universal, mythic characters— archetypes— reside within the collective unconscious of people the world over. Archetypal images represent fundamental human desires and evoke deep emotions.   There are 12 archetypes which symbolizes a basic human need, aspiration or motivation.Each type has its own set of values, meanings and personality traits.

What does an Archetype?

ArchetypeStereotype

RISK C

HA

NG

E DISCOVERY K

NO

WLED

GE

CARE

BELO

NG

ING

STRUCTURE

The OUTLAW

Rebellion Non- Conventional

The Magician

Transform own power to own view

The Jester (Joker)

Fun - Playfulness

The Innocent

Optimism Innocence - Purity

The Explorer

Discovery Independence

The Sage

Discover the Truth

The Lover

IntimacyCommunication

Pleasure

The Caregiver

CareProtection

The Member

Utility - Belonging

The Hero orThe Warrior

Challenge Achievement

The Creator

Vision -Creativity

The Ruler

Power - Responsibility

Archetype Narratives

Live in the Moment!

Jester

Affecttransformation

MagicianBrake the rules!

Outlaw

Be good, safe!

Innocent

Discover the Truth

Sage

Expend HorizonsExplorer

Protecting Others

Caregiver

Find & give Love

Lover

Fitting-in with othersMember

Leadership &ControlRuler

Create enduring values

Creator

Be brave!Warrior

Hero

Core Desires Narratives

Brand & Archetype

Brand fuse archetypes and messaging:

1.Focus on what consumers want to be.

Most people have in mind and archetypal

character that, on some level, they strive to

become. Messaging can provide assurance of

that goal.

2.Choose advocates that are embody an

archetype that’s in-line with your brand

image. If you’re brand is a “hero,” then find

yourself a modern-day Odysseus.

3.Use a brand persona that reflects your

brand’s archetype. If you have a persona

constructed with archetypes in mind, archetypal

messaging will naturally follow.

Organizational Archetypes

Archetypes & OrganizationsThe OUTLAW

Motto: Rules are made to be brokenCore desire: revenge or revolutionGoal: to overturn what isn't workingGreatest fear: to be powerless or ineffectualStrategy: disrupt, destroy, or shockWeakness: crossing over to the dark side, crimeTalent: outrageousness, radical freedomThe Outlaw is also known as: The rebel, revolutionary, wild man, the misfit, or iconoclast

The Outlaw strengths in brand's identity :

has customers or employees who feel disenfranchised 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 Jester (Joker)

Motto: You only live onceCore desire: to live in the moment Goal: to have a great time and lighten up the worldGreatest fear: being bored or boring othersStrategy: play, make jokes, be funnyWeakness: frivolity, wasting timeTalent: joyThe Jester is also known as: The fool, trickster

The MagicianMotto: I make things happen.Core desire: understanding the laws of the universeGoal: to make dreams come trueGreatest fear: unintended negative consequencesStrategy: develop a vision and live by itWeakness: becoming manipulativeTalent: finding win-win solutionsThe Magician is also known as: The visionary

The Jester strengths in brand's identity :

that give people a sense of belongingthat help people have a good timethat are low or moderately pricedthat are produced by a fun-loving companythat need to be differentiated from self-important, overconfident established brands

The Magician strengths in brand's identity :

its implicit promise is to transform customersit is consciousness-expandingit is user-friendlyhas spiritual connotationsit is a very new, contemporary productit is medium- to high-priced

Archetypes & their value to organizations

The ExplorerMotto: Don't fence me inCore desire: the freedom through exploring the worldGoal: to experience a better, more fulfilling lifeBiggest fear: getting trapped, conformity , inner emptinessStrategy: journey, experiencing new things, escape from boredomWeakness: aimless wandering, becoming a misfitTalent: autonomy, ambition, being true to one's soulThe explorer is also known as: The seeker, iconoclast, wanderer

The Explorer strengths in brand's identity :

helps people feel free, nonconformist is rugged and sturdy or for use in the great outdoors or in dangerous settingscan be purchased from a catalog or on the Internethelps people express their individualitycan be purchased for consumption on the go

The InnocentMotto: Free to be you and me Core desire: to get to paradise Goal: to be happy Greatest fear: to be punished for doing something badStrategy: to do things right Weakness: boring for all their naive innocence Talent: faith and optimismThe Innocent is also known as: Utopian, traditionalist, naive, mystic, saint, dreamer.

The Innocent strengths in brand's identity :

offer a simple solution to an identifiable problem are associated with goodness, morality, simplicity, nostalgia or childhoodare low or moderately priced are produced by a company with straightforward values need to be differentiated from brands with poor reputations.

The SageMotto: The truth will set you freeCore desire: to find the truth.Goal: to use intelligence & 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 the details forever and never act.Talent: wisdom, intelligence.The Sage is also known as: The expert, scholar

The Sage strengths in brand's identity :

that provide expertise or information to customersthat encourage customers to thinkthat are based on new scientific findings or esoteric knowledgethat are supported by research-based factswant to differentiate themselves from others whose quality or performance is suspect

The CaregiverMotto: Love your neighbour as yourselfCore desire: to protect and care for othersGoal: to help othersGreatest fear: selfishness and ingratitudeStrategy: doing things for othersWeakness: martyrdom and being exploitedTalent: compassion, generosityThe Caregiver is also known as: The saint, altruist

The LoverMotto: You're the only oneCore desire: intimacy and experienceGoal: being in a relationship with the people, work and surroundings they loveGreatest fear: being alone, a wallflower, unwanted, unlovedStrategy: to become more and more physically and emotionally attractiveWeakness: desire to please others at risk of losing own identityTalent: passion, gratitude, appreciation, and commitmentThe Lover is also known as: The partner, friend, intimate

The MemberMotto: All men and women are created equalCore Desire: connecting with othersGoal: to belongGreatest fear: to be left out or to stand out from the crowdStrategy: develop ordinary solid virtuesWeakness: losing one's own self in an effort to blend in or for the sake of superficial relationshipsTalent: realism, empathy, lack of pretenseThe Member is also known as: The regular Guy/ Gal

Archetypes & their value to organizations

The Member strengths in brand's identity :

that give people a sense of belongingwith an everyday functionalitywith low to moderate pricesproduced by a solid company with a down-home organizational culturethat need to be differentiated in a positive way from more elitist or higher-priced brands

The Lover strengths in brand's identity :

it helps people belong, find friends or partnersit's function is to help people have a good timeit is low to moderately pricedit is produced by a freewheeling, fun-loving organizational structureit needs to differentiate itself from self-important, overconfident brands

The Caregiver strengths in brand's identity :

it gives customers a competitive advantageit supports families or is associated with nurturing it serves the public sector, e.g. health care, education, aid programs and other carehelps people stay connected with and care about others and themselvesis a non-profit or charitable cause

The CreatorMotto: If you can imagine it, it can be doneCore desire: to create things of enduring valueGoal: to realize a visionGreatest fear: mediocre vision or executionStrategy: develop artistic control and skillTask: to create culture, express own visionWeakness: perfectionism, bad solutionsTalent: creativity and imaginationThe Creator is also known as: The artist, inventor

The RulerMotto: Power isn't everything, it's the only thing.Core desire: controlGoal: create a prosperous, successful family or communityStrategy: exercise powerGreatest fear: chaos, being overthrownWeakness: being authoritarian, unable to delegateTalent: responsibility, leadershipThe Ruler is also known as: The boss, leader, aristocrat, king, queen, politician, role model, manager or administrator 

The HeroMotto: Where there's a will, there's a wayCore desire: to prove one's worth through courageous actsGoal: expert mastery in a way that improves the worldGreatest fear: weakness, vulnerability, being a "chicken"Strategy: to be as strong and competent as possibleWeakness: arrogance, always needing another battle to fightTalent: competence and courageThe Hero is also known as: The warrior, crusader, rescuer, superhero, the soldier

Archetypes & their value to organizations

The Hero strengths in brand's identity :

that are inventions or innovations that will have a major impact on the worldthat solve a major social problem or encourage others to do sothat have a clear opponent you want to beatthat that are underdogs or challenger brandsthat are strong and help people do tough jobs exceptionally well

The Ruler strengths in brand's identity :

it is a high-status product used by powerful people to enhance their powerit makes people more organizedit offers a lifetime guaranteeit has a regulatory or protective functionis moderately to high pricedit is a market leader that offers a sense of security and stability in a chaotic world

The Creator strengths in brand's identity :

it promotes self-expression, gives customers choices and optionsit is in a creative field like marketing, public relations, the arts, or technological innovationyour product has a do-it-yourself aspect that saves moneyyour customer has the time to be creative

Archetypes LanguageThe Hero orThe Warrior

The OUTLAW The Caregiver

The Jester (Joker) The InnocentThe Explorer

Success. It’s a

MIND GAME.What are you

made of?

Harley

Spirit!

You’re

BORN with it.

Archetypes LanguageThe Ruler

What the label doesn’t tell you, a

sip will.

The Magician The MemberYou’re not

buying a car. You’re buying

a BELIEF.

The Power of All of Us

The Sage The Creator The Lover

Without heart. We would be mere

machines/

Archetype Chain & Leadership Role

Magician Sage

ExplorerLover

Member

Ruler

Creator

Jester

Outlaw

Innocent Caregiver WarriorHero

Archetype Chain in organizational maze

ORDER

CHANGE

GROUPORIENTED

SELFFOCUSED

Magic

ian

Sage

Explorer

Lover

Member

Ruler

Creator

Jester

Outlaw

Innocent

Caregiver

WarriorHero