Brand Archetype | An Introduction + Overview
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Transcript of Brand Archetype | An Introduction + Overview
B R A N D A R C H E T Y P Ean introduction + overview
brand archetype ( Ä R • K I • T Ī P )
P R I M O R D I A L I M A G E , C H A R A C T E R , O R P A T T E R N O F C I R C U M S T A N C E S T H A T R E C U R S T H R O U G H O U T L I T E R A T U R E A N D T H O U G H T C O N S I S T E N T L Y E N O U G H T O B E C O N S I D E R E D U N I V E R S A L .
“!ere are forms or images of a collective nature which occur practically all over the earth as constituents of myths and at the same time as individual products of
unconscious. !ese are imprinted and hardwired into our psyches.”– Carl Jung’s ‘Archetypal !eory’
A R C H E T Y P E S
“!e concept of archetypes was borrowed by Jung from classic sources, including Cicero, Pliny, and Augustine. In Sanskrit, they were called ‘subjectively known forms’; and in Australia, they were known as the ‘Eternal Ones of the Dream.’”
—Joseph Campbell, !e Hero with a !ousand Faces
A S Y S T E M F O R T H E M A N A G E M E N T O F M E A N I N G
A R C H E T Y P E S
A B R A N D I S A P R O D U C T W I T H A P E R S O N A L I T Y
It’s hard to carve out tangible product advantage
Powerful brands connect when they radiate an empathetic personality
Archetypes are a tool that help craft brand character
A brand’s archetypal; territory is rooted in core brand elements
Acts as a f ilter for brand behavior
Creates a true-north for the brand
Defines an ownable tone
Opens the brand up creatively
Creates emotional associations for the consumer
Helps reinforce internal values and external vision
A R C H E T Y P E Sthe benefits of
EXPLORER
SAGE
INNOCENT
CREATOR
RULER
CAREGIVERLOVER
JESTER
REGULARGUY/GAL
OUTLAW
MAGICIAN
HERO
1 2 C L A S S I C
A R C H E T Y P E S
BELONGING ORDER
KNOWLEDGECHANGE
F O U RP S Y C H O L O G I C A L
F U N C T I O N S
EXPLORER
SAGE
INNOCENT
CREATOR
RULER
CAREGIVERLOVER
JESTER
REGULARGUY/GAL
OUTLAW
MAGICIAN
HERO
C U L T U R A LA R C H E T Y P E S
EXPLORER
SAGE
INNOCENT
CREATOR
RULER
CAREGIVERLOVER
JESTER
REGULARGUY/GAL
OUTLAW
MAGICIAN
HERO
B R A N DA R C H E T Y P E S
EXPLORER
SAGE
INNOCENT
CREATOR
RULER
CAREGIVERLOVER
JESTER
REGULARGUY/GAL
OUTLAW
MAGICIAN
HERO
Each brand should align with only one
archetype, but can and will share similar traits
& characteristics as other archetypes
T H E H E R O
mottoWHERE THERE’S A WILL, THERE’S A WAY
what they do ACT COURAGEOUSLY
associationsSTRENGTH | POWER | BRAVERY | HONOR
T H E M A G I C I A N
mottoI MAKE THINGS HAPPEN
what they do TRANSFORM AND AMAZE
associationsIMAGINATION | CLEVERNESS | CHANGE | DELIGHT
T H E O U T L A W
mottoRULES ARE MADE TO BE BROKEN
what they do CHALLENGE THE WORLD
associationsINDIVIDUALISM | PASSION | FREEDOM | SEXUALITY
T H E R E G U L A R G U Y / G A L
mottoALL MEN AND WOMEN ARE CREATED EQUAL
what they do MAKES EVERYONE FEEL IMPORTANT
associationsUNSELFISHNESS | SUPPORT | FRIENDLINESS | REALISM
T H E J E S T E R
mottoYOU ONLY LIVE ONCE
what they do ENCOURAGE GOOD TIMES
associationsORIGINALITY | FUN | MISCHIEF | POSSIBILITY
T H E L O V E R
mottoYOU'RE THE ONLY ONE
what they do AWAKEN THE SENSES
associationsROMANCE | GLAMOUR | DESIRE | SENSUALITY
T H E C A R E G I V E R
mottoLOVE YOUR NEIGHBOR AS YOURSELF
what they do CARE FOR OTHERS
associationsRESPECT | TRUST | SECURITY | COMPASSION
T H E R U L E R
mottoPOWER ISN'T EVERYTHING, IT'S THE ONLY THING
what they do EXERT CONTROL
associationsPOWER | STABILITY | EXCELLENCE | EXPERTISE | LEADERSHIP
T H E C R E A T O R
mottoIF YOU CAN IMAGINE IT, IT CAN BE DONE
what they do CRAFT THINGS OF ENDURING VALUE
associationsSELF-EXPRESSION | INNOVATION | VISION | NONCONFORMITY
T H E I N N O C E N T
motto FREE TO BE YOU AND ME
what they do RENEW FAITH
associationsFREEDOM | OPTIMISM | PURITY | BEAUTY
T H E S A G E
mottoTHE TRUTH WILL SET YOU FREE
what they do SEEK UNDERSTANDING
associationsTHOUGHTFULNESS | WISDOM | INDEPENDENCE | TRUTH
T H E E X P L O R E R
mottoDON'T FENCE ME IN
what they do SEARCH FOR THE NEW
associationsINDEPENDENT | PIONEERING | DISCOVERY | FEARLESSNESS
examples of E X P L O R E R A R C H E T Y P E S
charting a perception map of other E X P L O R E R B R A N D S
EXTREME EVERYDAY
FUN
SERIOUS
The only real voyage of discovery consists not in seeking new landscapes but in having new eyes.
- Marcel Proust