archetypes, brands and personalities - all groups
TRANSCRIPT
Hello!
A flavour of our Clients
We work different.What we do
“A brand is a story that people want to be a part of that they readily identify with”
Working with Archetypes
Why Archetypes?
• A theory that resonates• Not a panacea• A different perspective
– Angle of attack• enabling us personalise a brand and help us to
use story and ritual to bring a brand to life
– Differentiating us
What is a Brand Archetype?
How BJL uses Archetypes
• Custom-made questionnaire • Internal and consumer research
– How the brand is currently perceived
– What the brand should aspire to be
• Can the brand credibly own an archetype?
• Create a brand identity based on archetype
• Build into brand DNA• Unique brand platform/architecture
The 12 ArchetypesInnocent
Sage
Hero
Outlaw
MagicianRegular Guy
Lover
Jester
Caregiver
Creator
Ruler
Explorer
IndependenceSelf Fulfilment
MasteryChange
BelongingConnect
StabilityControl
Archetypes & Their Primary Functions in People’s Lives
Archetype Helps People Brand Example
Creator Craft something new
Caregiver Care for others
Ruler Exert control
Jester Have a good time
Regular Guy/Girl Be OK just as you are
Lover Find and give love
Hero Act courageously
Outlaw Break the rules
Magician Affect transformation
Innocent Retain or renew faith
Explorer Maintain independence
Sage Understand the world
Archetype Examples
Hero
Also known as:
The warrior, the crusader, the rescuer, the superhero, the solider, the winning athlete, the dragon slayer, the competitor, the team player
Strategy: become as strong, competent, courageous and powerful as you are capable of being
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Explorer
Also known as:The seeker, adventurer, iconoclast, wanderer, individualist, pilgrim, quester, antihero and rebel.
Strategy: Journey, seek out and experience new ways, look at things in a new way. Escape from entrapment and boredom or the status quo
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SageAlso known as:
Expert, scholar, detective, oracle, evaluator, advisor, philosopher, researcher, thinker, planner, professional, mentor, teacher, contemplative
Strategy: seek out information and knowledge; become self-reflective and understand thinking processes
RulerAlso known as:
the boss, leader, aristocrat, parent, politician, responsible citizen, role model, manager, or administrator
Strategy: exert leadership
Magician
Also known as:The visionary, catalyst, innovator, charismatic leader, mediator, shaman, healer, or medicine man or woman
Strategy: develop vision and live it
Innocent
Also known as:Pollyanna, utopian, traditionalist, naïve, mystic, saint, romantic, traditionalist, dreamer
Strategy: Do things right
Regular Guy/Gal
Also known as:The good old boy, the regular Jane, Everyman, the common man, the guy or gal next door, the realist, the working stiff, the solid citizen, the good neighbor
Strategy: develop ordinary solid virtues, the common touch, blend in
Lover
Also known as:partners, friends, intimates, matchmakers, enthusiasts, connoisseurs, sensualists, spouses, team builders, harmonizers
Strategy: become more and more attractive-physically, emotionally, and in
every other way
Outlaw
Also known as:The rebel, the revolutionary, the villain, the wild man or woman, the misfit, the enemy, or the iconoclast
Strategy: disrupt, destroy, or shock
Creator
Also known as:the artist, innovator, inventor, musician, writer, or dreamer
Strategy: develop artistic control and skill
Caregiver
Also known as:the caretaker, altruist, saint, parent, helper, or supporter
Strategy: do things for others
Jester
Also known as:the fool, trickster, joker, punster, entertainer, clown, prankster, practical joker, or comedian
Strategy: play, make jokes, be funny
Discuss.
• What archetype is our brand?• What archetype (or mix of archetypes)
could our brand be in the future?
The 12 ArchetypesInnocent
Sage
Hero
Outlaw
MagicianRegular Guy
Lover
Jester
Caregiver
Creator
Ruler
Explorer
IndependenceSelf Fulfilment
MasteryChange
BelongingConnect
StabilityControl
What you told us…
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Car
e G
iver
Inno
cent
Reg
ular
Guy Rul
er
Her
o
Sag
e
Jest
er
Mag
icia
n
Exp
lore
r
Love
r
Cre
ator
Out
law
Competitor archetypes?
Our Archetypes
Innocent
Sage
Hero
Outlaw
MagicianRegular Guy
Lover
Jester
Caregiver
Creator
Ruler
Explorer
IndependenceSelf Fulfilment
MasteryChange
BelongingConnect
StabilityControl
Building this into the DNA of the brand
Caregiver- Do things for others
Innocent- Do things right
Hero- Be strong, capable, confident
The Category
The Cashplan Category
The Differentiator
Caregiver/Innocent/Hero DNA
Look Familiar?
Strives for justice
Devoted to a worthwhile
cause Be all you can be
Altruistic
Helping others
Protectors ofthe Innocent
Making the world a
better place
Functional
Simple values
Idealistic
Healthsure
Democratic
InclusiveValue ledbusiness
Thank you