5 myths about brand archetypes
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Five mythsaboutbrand
archetypesand how to dispel the myths
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Sandra Pickering is an expert in branding and brand strategy and a leader in the practical application of neuromarketing (psychology, neuroscience and data analytics) to business issues.
Following a successful career in marketing at Unilever, Mars, Quaker Oats and The Body Shop, Sandra has consulted with many famous brands across consumer goods, financial services, technology, ecommerce, retail and not-for-profit businesses.Her background in psychology, neurophysiology and marketing science has enabled her to develop unique tools and frameworks for brands.
You can work with Sandra as an expert online at opento
opento: who are we?
Stephanie Creff is an expert in consumer behavior and a leader in building teams and practical tools to make consumer insights actionable.
Stephanie had a successful career in research, consumer insights and strategy across the aeronautics and consumer goods industries, before joining the opento team.
Her background is in aeronautical engineering, where she gained in-depth practical experience of data modeling and statistical analysis.
You can work with Stephanie as an expert online at opento
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The idea of brand archetypes took off amongst marketers more than a decade ago, soon after Mark & Pearson wrote this superb book.
At opento we know the power of archetypes…
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WHY?... so we often
wonder
are archetypes not used by more
people?
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THE FIVE MYTHS
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MYTH #1Archetypal branding is not SCIENTIFIC
it’s a bit fluffy and woolly
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#1: in fact, it is supported by modern neuroscience and neuropsychology
As Jung suggested, we make decisions non-consciously, tapping into common emotional patterns
Many patterns are innate and universal as Jung claimed.
(Even liking and disliking foodstuffs)
As Joseph Campbell said, storytelling builds strong memories.
We now know our memory tells stories too
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Neuroscience of adolescence
+Archetypal tensions
A time to try new brands
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MYTH #2It’s all about PERSONALITY
or character or charisma
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#2: in the competitive marketplace, personality isn’t enough - brands must
deliver too
Sometimes, it is useful to compare brand personality to human personality but a brand is not really a person!
Brands need to deliver against customer needs: and every strong brand delivers functionally and emotionally
A satisfying brand experience creates and reinforces powerful emotional patterns and neuronal associations
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Pleasure and neuroscience
not just personality
Delivering satisfaction
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MYTH #3There are
(only) 12 archetypes
obviously that must stifle creativity
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#3: in fact, there are thousands of possible brand positioning archetypes
The 12 archetypes of the Mark and Pearson model are map territories: there are many positions within each territory
Brilliant creative teams have developed many different executions within each territory – and across territories
It’s not just about advertising and communication: creative product design is key
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The psychology of the Love Triangle
There are many types of love
And many types of
lover brands
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MYTH #4It’s all about
ADVERTS
“Archetypes are mainly useful for brand stories”
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#4: archetypal meaning lives internally and externally through all touch-points
Product philosophy
Product range and innovation aligned with brand meaning.
e.g., Dove Pro-age
Storytelling
A brand story that belongs in the correct archetypal world.
e.g., Nike’s heroic battles
Internal engagement
Employer and employee behavior and values aligned to the archetype
e.g., The Body Shop Activist
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MYTH #5It’s really
EASYto choose a brand archetypeGrab a template, follow a process and have a go
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#5: your brand deserves care and attention
There are some great templates and processes but…
The brand archetype must make sense psychologically
The brand archetype must make sense strategically
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All 3 matter
CUSTOMER
BRAND VISION
MARKET CONTEXT
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THE FIVE TRUTHS ABOUT BRAND ARCHETYPES
Archetypes are rooted in
neuroscience
Brands deliver: it’s not just about
personality
There are 1000s of possible
archetypes
Archetypes drive implementation across all touch-
points
They must be based in customer, brand and market
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