Download - How Archetypes are used in branding
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Building Brands Through Archetypes
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The Hero & The Outlaw
•Archetypes can be seen across all cultures throughout time.
•Marketers: market segmentation and reduces archetypes to seterotypes
•Instead of segmenting need to tap into the deeper humanly compelling quality of each Archetype
•An Archetype is the missing link between customer motivations and product sales
•Many times archetypes emerge when a person is at a phase of life or sees something that evokes them
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Independence
(discovery)
Mastery(achievement
)
Belonging
Stability
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Motivations vs. Maslow's Hierarchy of Needs
Independence
Mastery
Belonging
Stability
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INNOCENT•Coca-Cola, Coors Light, Cotton, Jolly Green Giant, Crystal Light, McDonalds
•Faith and optimism
SAGE (mentor)•Oprah Winfrey, Oil of Olay, Proctor & Gamble, Adobe
•Wisdom & Intelligence
EXPLORER•Starbucks, Amazon.com, United States, "The Ugly Duckling"
•Ambition, ability to be oneself
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•Marines, Olympics, Nike, Red Cross, Marlboro Man
•Competence & Courage
HERO
OUTLAW (rebel)• MTV, Howard Stern, Harley-Davidson, Apple
•Outrageousness & Radical Freedom
MAGICIAN•Sony, Calgon, Entrepreneurs, Mastercard
•Finding Win-Win Outcomes
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•VISA, Saturn, Wrangler Jeans, GEICO
•Realism, Empathy, Lack of Pretense
REGULAR GUY/GAL
LOVER•Victoria's Secret, Godiva Chocolate, Chanel, Hallmark
•Passion, Gratitude, Appreciation, Commitment
JESTER•Joe Camel, "Got Milk," Charlie Chaplin, Pepsi
•Joy
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•Princess Diana, Johnson & Johnson, AT&T, Campbell's
•Compasion & Generosity
CAREGIVER
CREATOR•Crayola, Kinko's, Sherwin-Williams, Seasame Street
•Creativity & Imagination
RULER•IRS, White House, Microsoft, Cadillac, Ralph Lauren
•Responsibility & Leadership
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Which Archetype are you?
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Uncovering the Meaning of your Brand
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Uncovering the Meaning of your Brand
1. Search for Brand Soul
2. Search for Brand Substance
3. Finding the Competitive Leverage
4. Know your Customer
5. Staying on Course: Managing the Brand Bank
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Where to Find More InfoMark, Margaret & Carol S. Pearson. The Hero & The Outlaw. New York: McGraw Hill, 2001.
Fritz Gruztnerhttp://www.brandgarten.com/
CG Junghttp://www.cgjungpage.org/