Building Brands Through Archetypes

Poorly defined or misunderstood brands are rarely successful.

Stories make the world go round

‘We tell ourselves stories to make sense of life.” –Norman Mailer

“Man lives surrounded by his stories and those of others. He sees everything that happens to him through them and tries to live his life as if recounting it.” -Satre

Stories are so potent because they tap into emotions which drive us

This explains why at the heart of every great brand there is a story

people want to be a part of

“What we sell is the ability for a 43 year old accountant to dress in black leather,

ride through small towns and have people be afraid of him.”

(Harley Davidson Marketing Exec.)

Some stories are more compelling than others…

“The great stories consist of common elements found consistently in myths, fairy tales, dreams and movies…as soon as you enter their world you see the re-occurring character types and relationships…These archetypes are amazingly consistent throughout all times and cultures.” –Chris Vogel “Mythic Structures for Storytellers”

Archetype:1. An original pattern or model.2. A perfect example or model of something.3. An inherited idea.

In 1893 400 different versions of the Cinderella story had been identified

around the world.

Star Crossed lovers (and one common actor)

“Titanic intentionally includes universals of human experience that are timeless and

familiar. By dealing in archetypes, the film touches people in all ages and cultures.”

-James Cameron on Titanic

“A brand is a metaphorical story…that connects with something very deep a fundamental human appreciation of

mythology…companies that use this well invoke something very powerful.”

(Scott Bedbury - head of marketing at Starbucks and Nike)

The Hero & The Outlaw

•Archetypes can be seen across all cultures throughout time.

•An Archetype is the missing link between customer motivations and product sales

INNOCENT•Coca-Cola, Coors Light, Cotton, Jolly Green Giant, Crystal Light, McDonalds

http://www.archetypal-branding.com/theinnocent.html

•Faith and optimism

Mindful•Oprah Winfrey, Oil of Olay, Proctor & Gamble, http://www.archetypal-branding.com/thesage.html

•Wisdom & Intelligence

•Marines, Olympics, Nike, Red Cross, Marlboro Man http://www.archetypal-branding.com/thehero.html

•Competence & Courage

HERO

OUTLAW (rebel)• MTV, Howard Stern, Harley-Davidson, Apple

http://www.archetypal-branding.com/theoutlaw.html

•Outrageousness & Radical Freedom

•VISA, Saturn, Wrangler Jeans, GEICOhttp://www.archetypal-branding.com/theregular.html

•Realism, Empathy, Lack of Pretense

REGULAR GUY/GAL

LOVER•Victoria's Secret, Godiva Chocolate, Chanel, Hallmark

http://www.archetypal-branding.com/thelover.html

•Passion, Gratitude, Appreciation, Commitment

Playful•Joe Camel, "Got Milk," Charlie Chaplin, Pepsi

http://www.archetypal-branding.com/thejester.html

•Joy