#brandarchetypes #WIIFMe // #WIIFWe

Today, [ ] closed its doors for the last time. The much loved company, best known as a provider of [ ], will be missed by its loyal clientele, who came to expect [ ],  [ ] and  [ ]. Struggling to stay abreast of [primary competitor] it could not beat the challenge of [technology/product/material], which captured 72% market share within three years of its introduction. For many years, [insert your brand was the dominant player in the [ ] markets, but couldn’t overcome a series of [name the problems, issues, challenges] RIP [ ] you will be missed most by  [ ], who will never be able to [ ] again. 

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 an experience.

What is an archetype ?

pieces of life itself … images that are integrally

connected to the individual by the bridge of emotions. C.G. Jung

“

”

.

“ “

…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.

Provokes actionable insights…

that evoke vivid images…

to stimulate the engagement "that attracts your market to "your brand.

Applying an

archetypal approach

to branding

Challenges of using an archetypal approach

•  Easy to get too meta

•  Desire to control

•  Unaware of unexpressed biases

•  Reductionist/Stereotypical

Archetypes work in

branding because

they

•  serve as a springboard for unique character development

•  are a consistent, enduring and agile expression of meaning that embodies the values of the brand promise

•  provide a shared language and insights about making connections across multiple business drivers

•  create instant emotional impact that activates magnetic demand.

#WIIFM? #WIIFW?

#1Archetypes increase your bottom line.

Y&R BrandAsset Valuator and Stern Stewart 2000

66% Greater Economic Value Add

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.

#2 Archetypes Aid "Brand Differentiation

Strengths Talent for creating communities and connections. Outgoing personality. Empathy. Conversational skill. Social flexibility. Challenges (potential downfalls) Tendency to be disingenuous, to see people as leverage or to use people for personal benefit. Manipulation. Gossip.usly. Frittering away life. Loud, garish, or obnoxious behavior.

The Networker

#3 Archetypes Build Trust

Let’s play with the cards

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mhartwell@aamplify.partners swilliams@aamplify.co.nz @mphpov archetypesinbranding.com facebook.com/archetypesinbrandingtoolkit"

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!

Caregiver // Angel / Guardian / Healer / Samaritan

Citizen // Advocate / Everyman / Networker / Servant

Creator // Artist / Storyteller / Visionary / Entrepreneur

Explorer // Adventurer / Generalist / Pioneer / Seeker

Hero // Athlete / Liberator / Rescuer / Warrior

Innocent // Child / Dreamer / Idealist / Muse

Jester // Clown / Entertainer / Provocateur / Shapeshifter

Lover // Companion / Hedonist / Matchmaker / Romantic

Magician // Alchemist / Engineer / Innovator / Scientist

Rebel // Activist / Gambler / Maverick / Reformer

Sage // Detective / Mentor / Shaman / Translator

Sovereign // Ambassador / Judge / Patriarch / Ruler