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Brand Archetypes

How to Leverage Brand Archetypes to Effect Brand Energy

Sarah Lentz

on 16 December 2014

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Transcript of Brand Archetypes

Motto: “experience bliss”
Core desire: intimacy and experience
Goal: being in a relationship with the people, work and surroundings they love
Greatest fear: being alone, a wallflower, unwanted, unloved
Strategy: to become more and more physically and emotionally attractive
Weakness: outward-directed desire to please others at risk of losing own identity
Talent: passion, gratitude, appreciation, and commitment
AKA: the partner, friend, intimate, enthusiast, sensualist, spouse, team-builder
The Lover
Motto: All men and women are created equal
Core Desire: connecting with others
Goal: to belong
Greatest fear: to be left out or to stand out from the crowd
Strategy: develop ordinary solid virtues, be down to earth, the common touch
Weakness: losing one's own self in an effort to blend in or for the sake of superficial relationships
Talent: realism, empathy, lack of pretense
AKA: the regular guy/gal, the good old boy, the person next door, the realist, the working stiff, the solid citizen, the good neighbor, the silent majority
The Everyperson
Motto: Where there's a will, there's a way
Core desire: to prove one's worth through courageous acts
Goal: expert mastery in a way that improves the world
Greatest fear: weakness, vulnerability, being a "chicken"
Strategy: to be as strong and competent as possible
Weakness: arrogance, always needing another battle to fight
Talent: competence and courage
AKA: the warrior, crusader, rescuer, superhero, the soldier, dragon slayer, the winner and the team player
The Hero
The Explorer
12 Jungian Archetypes
Archetype vs. Stereotype
The Magician
Motto: I make things happen.
Core desire: understanding the fundamental laws of the universe
Goal: to make dreams come true
Greatest fear: unintended negative consequences
Strategy: develop a vision and live by it
Weakness: becoming manipulative
Talent: finding win-win solutions
AKA: the visionary, catalyst, inventor, charismatic leader, shaman, healer, medicine man.
The Magician
Motto: Rules are made to be broken
Core desire: revenge or revolution
Goal: to overturn what isn't working
Greatest fear: to be powerless or ineffectual
Strategy: disrupt, destroy, or shock
Weakness: crossing over to the dark side, crime
Talent: outrageousness, radical freedom
AKA: the rebel, revolutionary, wild man, the misfit, or iconoclast.
The Outlaw
Motto: The truth will set you free
Core desire: to find the truth.
Goal: to use intelligence and analysis to understand the world.
Biggest fear: being duped, misled—or ignorance.
Strategy: seeking out information and knowledge; self-reflection and understanding thought processes.
Weakness: can study details forever and never act.
Talent: wisdom, intelligence.
AKA: The expert, scholar, detective, advisor, thinker, philosopher, academic, researcher, thinker, planner, professional, mentor, teacher, contemplative
The Sage
The Explorer
The Explorer
Motto: Don't fence me in
Core desire: the freedom to find out who you are through exploring the world
Goal: to experience a better, more authentic, more fulfilling life
Biggest fear: getting trapped, conformity, and inner emptiness
Strategy: journey, seeking out and experiencing new things, escape from boredom
Weakness: aimless wandering, becoming a misfit
Talent: autonomy, ambition, being true to one's soul
AKA: the seeker, iconoclast, wanderer, individualist, pilgrim
The Explorer
The Innocent
Motto: “Free to be you and me”
Core desire: to get to paradise
Goal: to be happy
Greatest fear: to be punished for doing something bad or wrong
Strategy: to do things right
Weakness: boring for all their naive innocence
Talent: faith and optimism
AKA: utopian, traditionalist, naive, mystic, saint, romantic, dreamer
The Innocent
Brand archetypes…
Bring inanimate objects to life
Create an intimacy between the brand and the consumer (i.e. brand nicknames)
Become part of the consumer’s life, memories, history
The “Pinocchio” Effect
Leveraging Archetypes to
Create Brand Identity

The Magician
The Outlaw
The Outlaw
The Hero
The Hero
The Innocent = American
The Innocent
Introduced by Carl Jung
Common psychic heritage
Reflect our inner realities and struggles
Help us to fulfill ourselves and develop our potential
Understanding Archetypes
To practice medicine
without understanding
To practice meaning
management without
archetypal knowledge
Managing meaning through commercial communication has social implications
Use Responsibly
The Lover
The Lover
The Magician
The Sage
Meaning itself can have a positive effect on the consumer
Pill + Placebo
Physical + Emotional
Product + Brand Archetype
The Placebo Effect
provide a
functional product
or service
help customer experience meaning in ordinary life
Archetypes in Advertising
The Everyperson
The Innocent
The Explorer
The Tropicana Fiasco
Motto: You only live once
Core desire: to live in the moment with full enjoyment
Goal: to have a great time and lighten up the world
Greatest fear: being bored or boring others
Strategy: play, make jokes, be funny
Weakness: frivolity, wasting time
Talent: joy
AKA: the fool, trickster, joker, practical joker or comedian
The Jester
The Jester
The Jester
The Jester
"The joy of Pepsi"
The Caregiver
Motto: Love your neighbor as yourself
Core desire: to protect and care for others
Goal: to help others
Greatest fear: selfishness and ingratitude
Strategy: doing things for others
Weakness: martyrdom and being exploited
Talent: compassion, generosity
AKA: the saint, altruist, parent, helper, supporter
The Caregiver
The Caregiver
cleansing the
or cleansing the
The (Male) Caregiver
consumers you care,
The Creator
Motto: If you can imagine it, it can be done
Core desire: to create things of enduring value
Goal: to realize a vision
Greatest fear: mediocre vision or execution
Strategy: develop artistic control and skill
Task: to create culture, express own vision
Weakness: perfectionism, bad solutions
Talent: creativity and imagination
AKA: the artist, inventor, innovator, musician, writer or dreamer
The Creator
The Creator consumes not to
impress, but to
The Creator
The Creator
"From canvas to masterpiece...
it's wonder never ceases."
The Biltmore Estate
The Creator
You are all creators!
The Ruler
Motto: exert leadership and control
Core desire: control
Goal: create a prosperous, successful family or community
Strategy: exercise power
Greatest fear: chaos, being overthrown
Weakness: being authoritarian, unable to delegate
Talent: responsibility, leadership
AKA: the boss, leader, aristocrat, king, queen, politician, role model, manager or administrator
The Ruler
The Ruler
"Embarrassment happens.
Leaks shouldn't."
Stability & Structure
Results & Mastery
Learning & Freedom
People & Belonging
Shreve & Co. is a jewelry destination 160 years in the making. As curators of modern luxury, the experience you will find at Shreve & Co. is one of discovery and delight. Here longitude and latitude create the rarest of intersections—where art and science, technology and beauty converge in a highly engineered timepiece or the precision cut of a perfect diamond. Shreve & Co. is where more than 50 jewelry designers and watchmakers have been collected so that you might explore their craftsmanship.
Stability & Structure
Learning & Freedom
Results & Mastery
People & Belonging
Don't indiscriminately attach meaning to a product!
"Creative people with passion can
"If you let me play."
be happy in paradise
freedom to find yourself in the world
discover the truth
prove worth through courageous acts
destroy what isn't working
transform the world to their vision
connect with others
experience bliss
enjoy the moment
protect others
create enduring value
exert leadership and control
Meaning + Integrity = Customer
Thank you!
enduring, wholesome values
change the world for the better."
- Steve Jobs
magical moments
meaningful coincidences
magical world of romance
makes things
lesser to better realities
lighten up on nutrition
juggling imporant
Be intentional. Be insight-based.
Full transcript