archetypes – making the mundane meaningful

BRAND ARCHETYPES

Making the mundane meaningful

JON WARING – 19TH JULY 2013

ARCHETYPES

What’s this all about?

• Digital primary touchpoint for business• UX, design & strategy no longer a virtue• Brand creates a deeper, more meaningful connection• UX is in unique position to tell a brand story

STEPHEN P. ANDERSON. HTTP://GETMENTALNOTES.COM/

The most powerful stories are well-crafted visions that give significance to mundane tasks.

JOHN HEGARTY

“How do you measure love?”

W. EDWARDS DEMING

“You can’t manage what you can’t measure”

What’s your social style?

Analytical Driver

Amiable Expressive

Analytical Driver

Amiable Expressive

D C B A

1

2

3

4

Task

People

Ask Tell

BRAND ARCHETYPES

A scientific framework

Stabilitycontrol

Risk achievement

MotivationBelonging Learning freedom

Need for structure and control.

Driver

Need to break old rulesmake leaps to success.

Expressive

Need to reach pinnacle, to lead by know how.

Analytical

Need to be part of others and

lead normal life.Amiable

Ruler

Caregiver

Everyman

Jester

Creator

Innocent

Sage

Rebel

Hero

Lover

Magician

Explorer

Stabilitycontrol

Risk achievement

MotivationBelonging Learning freedom

Ruler

Caregiver

Everyman

Jester

Creator

Innocent

Sage

Rebel

Hero

Lover

Magician

Explorer

Stabilitycontrol

Risk achievement

MotivationBelonging Learning freedom

YOUR TURN

Discover the archetype

2 X TABLES

Moleskine2 X TABLES

Starbucks

ARCHETYPE CARDS

You’re going to reduce from 60 to 30

• Spread out image side up• Think about the brand• Use your intuition• 2 minutes

Cards used with kind permissionBY M. HARTWELL & J. CHEN - from ARCHETYPES IN BRANDING

ARCHETYPE CARDS

Now from 30 to 15

• 2 minutes

ARCHETYPE CARDS

Now from 15 to 7

• 1 minute

ARCHETYPE CARDS

Split cards into 2 groups – yes / maybe

• 1 minute

ARCHETYPE CARDS

Discard maybe – turn over cards

• Discuss characteristics• 3 minutes

GROUP FEEDBACK

What are your archetypes – do they fit?

SAGE

MoleskineEXPLORER

Starbucks

Summary

• Digital is the primary touchpoint for business• Brand creates a deeper, more meaningful connection

ARCHETYPES CAN

• Bridge conversations between left and right brains• Create instinctive understanding of business personality• Catalyst for meaningful digital experiences• Map human motivation and creative meaning

jon@3Sixty.co.uk@waringdesign

Thank you

ARCHETYPES IN BRANDING Cards used with kind permission –BY M. HARTWELL & J. CHEN