archetypes – making the mundane meaningful
DESCRIPTION
Combining design, UX and strategy to create digital experiences was once a virtue. Now, experiences based on a deeper more meaningful connection – like brand – are the ones that stand out and succeed.TRANSCRIPT
BRAND ARCHETYPES
Making the mundane meaningful
JON WARING – 19TH JULY 2013
ARCHETYPES
What’s this all about?
• Digital primary touchpoint for business• UX, design & strategy no longer a virtue• Brand creates a deeper, more meaningful connection• UX is in unique position to tell a brand story
STEPHEN P. ANDERSON. HTTP://GETMENTALNOTES.COM/
The most powerful stories are well-crafted visions that give significance to mundane tasks.
JOHN HEGARTY
“How do you measure love?”
W. EDWARDS DEMING
“You can’t manage what you can’t measure”
What’s your social style?
Analytical Driver
Amiable Expressive
Analytical Driver
Amiable Expressive
D C B A
1
2
3
4
Task
People
Ask Tell
BRAND ARCHETYPES
A scientific framework
Stabilitycontrol
Risk achievement
MotivationBelonging Learning freedom
Need for structure and control.
Driver
Need to break old rulesmake leaps to success.
Expressive
Need to reach pinnacle, to lead by know how.
Analytical
Need to be part of others and
lead normal life.Amiable
Ruler
Caregiver
Everyman
Jester
Creator
Innocent
Sage
Rebel
Hero
Lover
Magician
Explorer
Stabilitycontrol
Risk achievement
MotivationBelonging Learning freedom
Ruler
Caregiver
Everyman
Jester
Creator
Innocent
Sage
Rebel
Hero
Lover
Magician
Explorer
Stabilitycontrol
Risk achievement
MotivationBelonging Learning freedom
YOUR TURN
Discover the archetype
2 X TABLES
Moleskine2 X TABLES
Starbucks
ARCHETYPE CARDS
You’re going to reduce from 60 to 30
• Spread out image side up• Think about the brand• Use your intuition• 2 minutes
Cards used with kind permissionBY M. HARTWELL & J. CHEN - from ARCHETYPES IN BRANDING
ARCHETYPE CARDS
Now from 30 to 15
• 2 minutes
ARCHETYPE CARDS
Now from 15 to 7
• 1 minute
ARCHETYPE CARDS
Split cards into 2 groups – yes / maybe
• 1 minute
ARCHETYPE CARDS
Discard maybe – turn over cards
• Discuss characteristics• 3 minutes
GROUP FEEDBACK
What are your archetypes – do they fit?
SAGE
MoleskineEXPLORER
Starbucks
Summary
• Digital is the primary touchpoint for business• Brand creates a deeper, more meaningful connection
ARCHETYPES CAN
• Bridge conversations between left and right brains• Create instinctive understanding of business personality• Catalyst for meaningful digital experiences• Map human motivation and creative meaning
[email protected]@waringdesign
Thank you
ARCHETYPES IN BRANDING Cards used with kind permission –BY M. HARTWELL & J. CHEN