Harnessing The Power Of Archetypes For Your Digital Marketing
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HARNESSING THE POWER OFARCHETYPES FOR YOUR MARKETING
Gianluca Fiorelli
@gfiorelli1 #BigDigitalADL
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Slenderman
Or the return to oral traditionin storytelling in the Internet Age
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SLENDERMAN SHADOW
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SHADOWArchetypeTranspersonal, pure or radical evil
(symbolized by the Devil and demons) and collective evil.
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ArchetypesForms 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.
The [forms and images] are imprinted and hardwired into our
psyches
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Roger DooleyIn 80% of cases we make a decision before being
rationally aware of it( )
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Brand Personality Archetypes
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Brand Personality Archetypes
Brand LoyaltyCommunity
EngagementConversions
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To KnowHOWPeople
Search Is Important
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But KnowingWHYPeople
Search Even More
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The 12 Archetypes
itseo.org/12Arctypes
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THECREATOR
CREATIVEANTICONFORMIST
The Brand Empowers its audience as much as it is able to express itself using its products
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THERULER
EXCLUSIVENESSSTATUS GROWTH
A brand that presents itself as a Ruler is suggesting to their audience that they can be rulers too
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THECAREGIVER
TRUSTEMPHATY
Caregiver brands present themselves as someone to trust, because they care and empathize with their
audience
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THEINNOCENT
POSITIVISMBEAUTY
The Innocent finds positive sides in everyone and everything
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THESAGE
HUMANISMKNOWLEDGE
The Sage is deeply humanist and believe in the power of humankind to shape a better world through
knowledge
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THEEXPLORER
ADVENTUREBRAVENESS
Explorer brands prompt their audience to challenge themselves and to discover their inner adventurer
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THEHERO
COURAGEJUSTICE
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THEMAGICIAN
CLEVERNESSINTELLIGENCE
The Magician is able to make the impossible possible
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THEOUTLAW
REBELANARCHIST
The Outlaw is the rebel, the one who breaks the rules in order to free his true self
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THEEVERYMAN
NORMALITYHAPPYNESS
Brands targeting the Everyman audience (and painting themselves as such) craft their messages about the beauty of simple things and daily real life
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THEJESTER
IRRIVERENTIMPULSIVE
A brand that presents itself as the Jester is a brand that wants to make our lives easier and more
bearable, providing us joy
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THELOVER
PASSIONATEPHYSICAL
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Knowing Our Archetype Is UselessIf We Cannot Build a Brand Story With It
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THEORY OF LITERARY
MODES
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Northrop Frye
Anatomy of Criticism
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SEMIOTICSMeets
ARCHETYPES
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Considering the relation between the nature of the main character (the Hero) and the
environment where he acts
Classification of literary works
#1
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ENVIRONMENTN
ATU
RE
EPICROMANCE
COMEDY
IRONY
MYTH
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Considering if the Hero is refused or accepted by society (Tragedy and Comedy)
Classification of literary works
#2
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ENVIRONMENT
THE GOD ACCEPTED
HIGH COMEDY
IRONIC COMEDY -
SATIRE
IDYL
PICARESQUE
COMEDYN
ATU
RE
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EXAMPLE #1
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The Hero can become part of a community only if she passes through a series of tasks, which will award prizes and more capabilities. If the user is able to pass through all the tasks, he will not only be accepted but also may have the opportunity to be among the leaders of the community itself.
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MAGICIAN
IDYLLIC MODE
GAMIFICATION
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EXAMPLE #2
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The Hero is not an interior designer or decorator, but the Deus Ex Machina is there to help Everyman kind of people like me and you in every way as we decorate our own houses.
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EVERYMAN
COMEDIC MODE
EDUCATIONAL
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EXAMPLE #3
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The Hero is the brand community, who does not care what the mainstreamconcept of fashion is and designs and crowdfounds "its fashion."
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OUTLAW
PICARESQUE COMEDY
COMMUNITY
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BUILDER
IDYLL
COMMUNITY
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IT’S ALL ABOUT THE WHY
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http://itseo.org/1VHNweySimon Sinek
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There is a world of stories hidden in the About Us and
Mission pages
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And in how we design our Personas
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Buyer Persona
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We can design Personas using
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http://www.aimclearblog.com/category/psychographic-
targeting/
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DEMOGRAPHIC DATA - GA Demographics http://itseo.org/28gtnRC
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DEMOGRAPHIC DATA - GA User Explorer http://itseo.org/214cBQe
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DEMOGRAPHIC DATA - FB Audience Insights http://itseo.org/24uyx7Z
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PRO TIP:Add a Facebook
retargeting pixel in your site just to collect demographic data
http://itseo.org/1UD1CeS
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And they lead to theBrand World Building
Ian Lurie - http://itseo.org/1Un2HF0
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STORIES THAT WE MUST PAINT ACCORDINGLY TO THE COLORS PATTERNS
OF OUR ARCHETYPE
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Psychology of Colors
http://itseo.org/1t1DM39
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AND STORIES THAT PEOPLE CAN RECOGNIZE
THEMSELVES WITH AT FIRST SIGHT
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HERO SHOTS
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Angie Schottmuller http://itseo.org/1WCw2Br
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Stories we can A/B test and refine
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A BRAND IS NOTA trademark.
A mission statement. A logo or slogan.
A product or service.An advertisement.
Joanna Lord - http://itseo.org/1UtFbWl
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A BRAND ISAn intangible asset that
resides in people’s hearts and minds.
Joanna Lord - http://itseo.org/1UtFbWl
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THANK YOU