Benefits of Archetypes

INTERNAL ALIGNMENT

CLEAR AND CONSISTENT EXPRESSION

DIFFERENTIATION

RESONANCE WITH THE AUDIENCE

Archetypes use patterns that we all recognize and embody universal human tales, character types and traits and values.

They create differentiation and alignment by drawing out your brand’s personality, effectively layering in meaning,

memorability and engagement. It gives you a unique, compelling story to tell, whether you’re talking to employees

about your mission, to prospects about your vision, to investors about your values, or even to customers about your

products or services; it works there, too.

There are thousands of archetypes, including the 12 families shown here. Archetypes drive internal alignment, guide the creation of clear and consistent expressions, resonate with both internal and external audiences, and create differentiation in the minds of our prospects.

HERO

ATHLETELIBERATORRESCUERWARRIOR

AMBASSADORJUDGE

PATRIARCHRULER

ACTIVISTGAMBLERMAVERICKREFORMER

CHILDDREAMERIDEALISTMUSE

CLOWNENTERTAINERPROVOCATEURSHAPE-SHIFTER

ADVOCATEEVERYMANNETWORKERSERVANT

ANGELGUARDIANHEALER

SAMARITAN

ARTISTENTREPRENEURSTORYTELLERVISIONARY

ALCHEMISTENGINEER

INNOVATORSCIENTIST

ADVENTURERGENERALISTPIONEERSEEKER

COMPANIONHEDONIST

MATCHMAKERROMANTIC

SOVEREIGN

MAGICIAN

JESTER

REBEL

INNOCENT

EXPLORER LOVER

CITIZEN

CAREGIVERCREATOR

DETECTIVEMENTORSHAMAN

TRANSLATOR

SAGE

Want to learn more? Contact Marty Fitzgerald

919.832.1244 ext.226mfitzgerald@formalifesciencemarketing.comwww.formalifesciencemarketing.com

IMPLEMENTATION OF ARCHETYPES IN LIFE SCIENCE MARKETING

Pharma

Agilent manufactures scientific equipment used in many industries. Agilent has a broad suite of software solutions, some “home-grown” and some acquired, that links individual instruments to larger data sets with the organization. Our market research identified the reason for slow growth: significant confusion among internal and external audiences. We created a unique position to differentiate Agilent and an illustrative style that can be animated to highlight the software’s vast capabilities. Agilent has achieved significant traction, leading to deeper penetration in the marketplace.

The Result:

Because of it’s effectiveness, Agilent asked us to expand the cam-paign to worldwide geographies and different market sectors.

I N F O G R A P H I C S

Pharma

E M A I L M A R K E T I N G

V I D E O

P O S T E R S

B R O C H U R E S

Two of the world’s largest drug manufacturers, Pfizer and Hospira, merged. Their contract manufacturing divisions needed a new name, a new position, new messages and a new design theme. Our diagnostics revealed that the two organizations had very different cultures and business approaches. Based on our diagnostic findings, we developed a position and customized a powerful archetype. We developed tactical executions, including handling the event planning for the kickoff event, at which we trained the two teams.

The Result:

The Pfizer team realized an 84% increase in alignment.

A R C H E T Y P E T R A I N I N G E V E N T & N E W B R A N D L A U N C H M A T E R I A L S

What would the Pfizer CentreOne Guide do?

CTMG is a clinical research organization with a unique process of identifying and recruiting patients for trials. CTMG had significant trouble getting sales traction. Forma analyzed their sales process and identified areas for improvement. We gained a thorough understanding of CTMG’s culture and developed messaging and imagery around a unique archetype, creating both differentiation and internal alignment. We revamped their sales process, starting with their sales presentation, web site and sales brochure.

The Result:

CTMG saw a revenue increase of 292% in one year.

C O N T E N T C R E A T I O N & W E B S I T E D E S I G N

B R O C H U R E A N D I N F O G R A P H I C S

I C O N O G R A P H Y

N E W I D E N T I T Y

Forma’s team is experienced and smart. We understand science, we’re experts in marketing,

and we know how to lead forward-thinking companies in the development of compelling and

effective communications.

We’re not driven by fads, but by curiosity, intelligence, insight and an almost overwhelming

desire to create meaningful results: to change minds, increase sales and build market share.

When you’re inspired to elevate your marketing efforts, call Forma; we’re here to help.

Want to learn more?

Contact Marty Fitzgerald

919.832.1244 ext.226

mfitzgerald@formalifesciencemarketing.com

www.formalifesciencemarketing.com