A presentation by Margaret Hartwell on the value of applying archetypes in branding.

1. #MAGNETICARCHETYPES
@MPHPOV
@AAMPLIFYNZ
15 MARCH 2016
CHRYSALIS INNOVATION STUDIO

4. .

5. Hero
Innocent
Stability & Control
Risk & Mastery
Social Belonging & Pleasure
Independence & Self Actualization
Caregiver
Jester
Sovereign
Creator
Rebel
Magician
Citizen
Lover
Explorer
Sage

6. TheMotivationalField
Drive Theory of Motivation developed by Carol S. Pearson, Ph.D.

8. A working definition of brand
The brand is created by what you say and do,
but defined by others and what they tell each
other about it.
Brand is your largest intangible asset –
arguably the most valuable piece of your
business.
Brand is both an experience and expression.

9. What is an archetype ?

10. Heuristic
an approach to problem solving or
learning that uses a methodology
not guaranteed to be perfect but
that can provide a mental shortcut
to ease the cognitive load
of decision making.

12. pieces of life itself …
images that are connected
to the individual by the
bridge of emotions.
C.G. Jung
“
”

14. “
“
…the shared place that is not of this
physical world but is always present and
everywhere, where the inherited
experiences of the human race reside.

15. Archetypes are the
grooves and the ripples from
the collective unconscious…
…that influence culture,
decision making and meaning making.

16. #WIIFMe?
#WIIFWe?

17. #1 Archetypes
Build Trust

19. Archetypal foundation to
facilitate rebranding and
name change

21. #2 Archetypes Aid "
Brand Differentiation

25. Strengths Activation. Awakening. Powerful human insight.
Fearlessness.
Challenges (potential downfalls) Boorish, rude, offensive
tactics. Manipulation for selfish reasons. Adrenaline/
cortisol addiction.
Strengths Great strength of character. Faithfulness.
Supportiveness. Usefulness. Functionality.
Resourcefulness.
Challenges (potential downfalls) Unevolved behavior.
Ignorance. Preoccupation with the basic routines of life.
Group think.

26. #3
Archetypes increase
your bottom line.

27. Y&R BrandAsset Valuator and Stern Stewart 2000
66%
Greater
Economic
Value Add

28. Booz Allen Hamilton
Profitability
Margin
2x

29. “I want to learn what life is for.
I don’t want much, I just want more.
Ask what I want, and I will sing.
I want everything, everything.”
-lyrics from “Everything”
In the movie, A Star is Born
The Hedonist

30. Lover // Companion / Hedonist / Matchmaker / Romantic

31. Motivation & Meaning
A massive appetite for all that is pleasurable. Meaning is
found in the expression and experience of the physical
joy of being human.
Strengths Appetite for pleasure. Heightened physical senses. Appreciation.
Expansiveness. Openness.
Challenges (potential downfalls) Pursuit of pleasure without regard for health or
welfare of others. Selfishness. Self-indulgence.
Examples Dionysus. Pan. Hugh Hefner. The Cook, the Thief, His Wife & Her Lover.
Chocolat. City of Las Vegas. W Hotel. Burning Man.

32. Neuroscientific
effect of story

33. The evolution

34. PSYCHE
the ego
the personal unconscious
the collective unconscious
Building upon Jung’s Foundation

35. The Persona
The Anima/
Animus
The Shadow
The Self

36. The Father
Authority figure; stern; powerful.
The Mother
Nurturing; comforting.
The Child
Longing for innocence; rebirth; salvation.
The Wise Old Man
Guidance; knowledge; wisdom.
The Hero
Champion; defender; rescuer.
The Maiden
Innocence; desire; purity.
The Trickster
Deceiver; liar; trouble-maker.
From Four to Seven

37. The Child
The Guardian of Innocence
The Saboteur
The Guardian of Choice.
The Prostitute
The Guardian of Faith
The Victim
The Guardian of Self-Esteem
Carolyn Myss: 4 Survival + 8 Individual

38. Pearson & Mark
Stability &
Control
Social
belonging &
Enjoyment
Risk &
Mastery
Independenc
e and
Individuaion
Creator
Jester
Hero
Innocent
Caregiver
Regular Guy/
Gal
Outlaw
Explorer
Ruler
Lover
Magician
Sage

39. The Consumerized Set

40. Beyond #
Personality & "
Demographics

41. Born in 1948
Grew up in England
Married twice
Two children
Successful in business
Wealthy
Winter holiday in Alps
Demographics

42. Example conceived by Dr. Peter Gentsch, founder of Business Intelligence Group

43. charming
opinionated
confident
independent
daring
Brand personality

44. charming
opinionated
confident
independent
daring

45. charming
opinionated
confident
independent
daring

46. charming | opinionated | confident | independent | daring
Brand character trumps personality

47. Using archetypes
is a proven method
for going beyond
demographics and
personality to
reveal unique
brand characters.

48. Thus the task is not so much to
see what no one has yet seen; #
but to think what nobody has #
yet thought, about that which
everybody sees. -Erwin Schrödinger
“
“

50. Metaphor is not just the "
detection of patterns; "
it is also the creation "
of patterns.
James Geary,“I is An Other”
“
”

51. Challenges
of using an
archetypal
approach
• Easy to get too meta
• Desire to control
• Unaware of unexpressed biases
• Reductionist/Stereotypical

52. Provokes actionable insights…
that evoke vivid images…
to stimulate the engagement #
that attracts your market to #
your brand.
Applying
an
archetypal
approach
to branding

53. Archetypes
in branding
work
because
they
…serve as a springboard for
unique character development.

56. “How wonderful that we have met witha paradox. Now we have
some hope of making progress.” —Niels Bohr, physicist
Motivation & Meaning
The Provocateur is motivated to activate others to see, hear and
view so-called reality differently. Meaning is created by
instinctually finding the leverage point for change and provoking
trigger/response feedback loops
Strengths
Activation. Awakening. Powerful human insight. Fearlessness.
Challenges (potential downfalls)
Boorish, rude, offensive tactics. Manipulation for selfish reasons.
Adrenaline/cortisol addiction.
Examples
Sacha Baron Cohen. Bill Maher. David Sedaris. Ze Frank.
Millions Against Monsanto. The Onion. MoveOn.org.
The Provocateur

57. Archetypes
in branding
work
because
they
…are a consistent, enduring #
and agile expression of meaning
that embodies the values of the
brand promise.

58. “Love seeks one thing only: the
good of the one loved. It leaves
all the other secondary effects
to take care of themselves.
Love, therefore, is its own
reward.” —Thomas Merton
The Caregiver

59. Motivation & Meaning: Motivated to
provide reassurance, service and an
open heart to support others. Finds
meaning in improving the lives of others.
Strengths: Altruism. Compassion.
Patience. Empathy.
Challenges (potential downfalls)
Fear of instability. Over-compromise
leading to loss of balance. #
Inability to say no.
The Caregiver

60. Archetypes
in branding
work
because
they
…provide a shared language and
insights about making connections
across multiple business drivers.

61. “I have not failed.
I have merely found
ten thousand ways that
won’t work.” "
– Thomas Edison
The Innovator

63. examples

64. Motivation & Meaning
Thrives on change. Motivated by curious quest for
achieving big, hairy, audacious goals. Finds meaning in
the process of what could be.
Strengths
Cross pollination. Idea generation. Inspiration. High
intellect. Curiosity.
Challenges (potential downfalls)
Difficulty staying focused. All ideas and no action.
Lost in the mind.
Examples
Thomas Edison. Amelia Earhart. Orville & Wilbur Wright.
Tim Berners-Lee. Groundhog Day. IBM. Sunpower
Solar. Apple. Google.
The Innovator

65. Archetypes
in branding
work
because
they
…create instant emotional impact
that activates magnetic demand.

66. Motivation & Meaning
Thrives on change. Motivated by curious quest for
achieving big, hairy, audacious goals. Finds meaning in
the process of what could be.
Strengths
Independence. Nonconformity. Originality. Quirkiness.
Fearlessness.
Challenges (potential downfalls)
Rebellious or unorthodox behavior with no intended
outcome. Unchecked hostility. Aggression..
Examples
T. Boone Pickens. John Wayne. Jesse James. Starbuck
(Battlestar Galactica). Peter Rabbit (Beatrix Potter).
Guayaki Yerba Mate. Levi Strauss & Co.
Shadow Ruler
Maverick as

67. Archetypes promote 21st Century Relevance
20TH CENTURY
21st CENTURY
Shift conversation from agenda
to
Relationship
To focus less on messaging
to
And more on core essence
Shifts from reductionism
to
Expansiveness
From management
to
Empowerment
From cognitive
to
Intuitive
From analytical
To
Emotional

69. 69
mhartwell@aamplify.partners
swilliams@aamplify.co.nz
@mphpov @aamplifynz
archetypesinbranding.com
facebook.comarchetypesinbrandingtoolkit#
Aamplify is a privately held marketing firm that provides marketing advice and
services to select technology, software and professional services brands across
Australasia. Providing services for brand development, demand generation and
customer experience design. Aamplify sits at the forefront of relationship marketing
and the digital revolution we are experiencing.
Thank you!