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Brand Archetypes
- 1. BRAND ARCHETYPES PRESENTED BY: PRESENTED BY: PRESENTED BY: GOULLAL MANAL GOULLAL MANAL GOULLAL MANAL
- 2. Plan 1. Who invented Archetypes? 2. What is a brand archetype? 3. The importance of brand archetypes 4. The 12 Brand archetypes 6. How to use Brand Archetypes? 5. Quiz: Which archetype is this brand?
- 3. “THESE [ARCHETYPES] ARE IMPRINTED AND HARDWIRED INTO OUR PSYCHES.” WHO INVENTED ARCHETYPES? CARL JUNG (1875- 1961) CARL JUNG (1875- 1961) SWISS PSYCHIATRIST AND PSYCHOANALYST “THERE ARE FORMS OR IMAGES OF A COLLECTIVE NATURE WHICH OCCUR PRACTICALLY ALL OVER THE EARTH AS CONSTITUENTS OF MYTHS AND AT THE SAME TIME, AS INDIVIDUAL PRODUCTS OF UNCONSCIOUS.” -THE ARCHETYPES AND THE COLLECTIVE UNCONSCIOUS -THE ARCHETYPES AND THE COLLECTIVE UNCONSCIOUS
- 4. WHAT, THEN, IS A BRAND ARCHETYPE? A BRAND ARCHETYPE IS A REPRESENTATION OF YOUR BRAND AS A PERSONA BASED ON 12 KEY HUMAN DESIRES AND VALUES. THE IDEA BEHIND CREATING YOUR ARCHETYPE IS TO BUILD A BRAND NARRATIVE AND CREATE AN EMOTIONAL CONNECTION WITH YOUR TARGET AUDIENCE. -HUBSPOT
- 5. “ARCHETYPES ARE THE HEARTBEAT OF A BRAND BECAUSE THEY CONVEY A MEANING THAT MAKES CUSTOMERS RELATE TO A PRODUCT AS IF IT ACTUALLY WERE ALIVE IN SOME WAY, THEY HAVE A RELATIONSHIP WITH IT AND CARE ABOUT IT.” -“The Hero and the Outlaw: Building Extraordinary Brands Through the Power of Archetypes” by Margaret Mark and Carol S. Pearson
- 6. ACCORDING TO GERALD ZALTMAN, ACCORDING TO GERALD ZALTMAN, A HARVARD BUSINESS SCHOOL A HARVARD BUSINESS SCHOOL PROFESSOR, PROFESSOR, 95% OF PEOPLE’S 95% OF PEOPLE’S PURCHASING DECISIONS OCCUR PURCHASING DECISIONS OCCUR IN IN THE SUBCONSCIOUS MIND. THE SUBCONSCIOUS MIND.
- 7. THE 12 BRAND ARCHETYPES
- 8. LEAVE LEGACY
- 9. OUTLAW OUTLAW "Don’t try to control me and we won’t have a problem"
- 11. MAGICIAN MAGICIAN "There’s more to most than the eyes can see"
- 13. HERO HERO "I strive to be the best for myself and the greater good"
- 16. LOVER LOVER “Don’t break my heart, I only have one to give"
- 18. JESTER JESTER “When I’m not having fun I’m mostly laughing"
- 20. EVERYMAN EVERYMAN “I’m the same as you and you’re the same as me"
- 23. CAREGIVER CAREGIVER "It’s not about how much you give, it’s about how you give"
- 25. RULER RULER "Nobody gives you power, you have to take it"
- 27. CREATOR CREATOR "If it can be imagined, it can be created"
- 30. INNOCENT INNOCENT "Nothing is more wholesome than nature itself"
- 32. SAGE SAGE “Knowledge itsel isn’t power, how you use it is"
- 34. EXPLORER EXPLORER ""The unexplored and the unknown is where I’m home"
- 36. QUIZ: WHICH ARCHETYPE IS THIS BRAND?
- 45. Step #1: Understand audience personality HOW TO USE BRAND ARCHETYPES? Step#3: Align them to an archetype Step#4: Know what they need Step#5: Define your brand archetype mix brandmasteracademy.com Step#2: Identify attractive characteristics
- 46. CONCLUSION
- 47. THANK YOU
- 48. RESOURCES
- 49. Carl Jung (1959). The Archetypes and the Collective Unconscious, Collected Works, Volume 9, Part 1. Princeton University Press. "What is Jungian Psychology? (2021) – Types, Archetypes, Complexes and More". PsychoTreat. Hubspot (2022), [Online]: https://blog.hubspot.com/marketing/brand-archetypes Brandmasteracademy (2022), [Online]: https://brandmasteracademy.com/ Margaret Mark and Carol S. Pearson (2001). The Hero and the Outlaw: Building Extraordinary Brands Through the Power of Archetypes”.
- 50. S T U D I O S H O D W E F A C I L I T A T O R : R I C H A R D S A N C H E Z MAY 02, 2025 PRESS THE FOLLOWING KEYS WHILE ON PRESENT MODE! B FOR BLUR C FOR CONFETTI D FOR A DRUMROLL O FOR BUBBLES Q FOR QUIET X TO CLOSE ANY NUMBER FROM 0-9 FOR A TIMER