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BRAND

ARCHETYPE

BRAND ARCHETYPE an introduction + overview
BRAND ARCHETYPE an introduction + overview

an introduction + overview

archetype

(ÄR•KI•T Ī P )

PRIMORDIAL

OF

LITERATURE

ENOUGH

IMAGE,

CHARACTER,

THAT

OR

PATTERN

CIRCUMSTANCES

TO

AND

BE

RECURS

THROUGHOUT

THOUGHT

CONSISTENTLY

UNIVERSAL.

CONSIDERED

ARCHETYPES “ ere are forms or images of a collective nature which occur practically all
ARCHETYPES “ ere are forms or images of a collective nature which occur practically all
ARCHETYPES “ ere are forms or images of a collective nature which occur practically all

ARCHETYPES

ere 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. ese are imprinted and hardwired into our psyches.”

– Carl Jung’s ‘Archetypal !eory’

ARCHETYPES

ARCHETYPES A S Y S T E M MANAGEMENT F O R OF T H E
ARCHETYPES A S Y S T E M MANAGEMENT F O R OF T H E

A S Y S T E M

MANAGEMENT

F O R OF

T H E

MEANING

e concept of archetypes was borrowed by Jung from classic sources, including

Cicero, Pliny, and Augustine. In Sanskrit, they were called ‘subjectively known forms’; and in Australia, they were known as the ‘Eternal Ones of the Dream.’”

—Joseph Campbell, ! e Hero with a ! ousand Faces

A WITH BRAND A IS A PRODUCT PERSONALITY It’s hard to carve out tangible product

A

WITH

BRAND

A

IS

A

PRODUCT

PERSONALITY

It’s hard to carve out tangible product advantage

Powerful brands connect when they radiate an empathetic personality

Archetypes are a tool that help craft brand character

A brand’s archetypal; territory is rooted in core brand elements

the benefits of

the benefits of ARCHETYPES Acts as a filter for brand behavior Creates a true-north for the
the benefits of ARCHETYPES Acts as a filter for brand behavior Creates a true-north for the

ARCHETYPES

Acts as a filter for brand behavior Creates a true-north for the brand Defines an ownable tone Opens the brand up creatively Creates emotional associations for the consumer Helps reinforce internal values and external vision

1 2 C L A S S I C ARCHETYPES

LOVER CAREGIVER JESTER RULER REGULAR CREATOR GUY/GAL OUTLAW INNOCENT MAGICIAN SAGE EXPLORER HERO
LOVER
CAREGIVER
JESTER
RULER
REGULAR
CREATOR
GUY/GAL
OUTLAW
INNOCENT
MAGICIAN
SAGE
EXPLORER
HERO

FOUR P S Y C H O L O G I C A L FUNCTIONS

FOUR P S Y C H O L O G I C A L FUNCTIONS BELONGING
FOUR P S Y C H O L O G I C A L FUNCTIONS BELONGING

BELONGING

ORDER

LOVER CAREGIVER JESTER RULER REGULAR CREATOR GUY/GAL OUTLAW INNOCENT MAGICIAN SAGE EXPLORER HERO
LOVER
CAREGIVER
JESTER
RULER
REGULAR
CREATOR
GUY/GAL
OUTLAW
INNOCENT
MAGICIAN
SAGE
EXPLORER
HERO

CHANGELOVER CAREGIVER JESTER RULER REGULAR CREATOR GUY/GAL OUTLAW INNOCENT MAGICIAN SAGE EXPLORER HERO KNOWLEDGE

CAREGIVER JESTER RULER REGULAR CREATOR GUY/GAL OUTLAW INNOCENT MAGICIAN SAGE EXPLORER HERO CHANGE KNOWLEDGE

KNOWLEDGE

CULTURAL

ARCHETYPES

LOVER CAREGIVER JESTER RULER REGULAR CREATOR GUY/GAL OUTLAW INNOCENT MAGICIAN SAGE EXPLORER HERO
LOVER
CAREGIVER
JESTER
RULER
REGULAR
CREATOR
GUY/GAL
OUTLAW
INNOCENT
MAGICIAN
SAGE
EXPLORER
HERO

BRAND

ARCHETYPES

LOVER CAREGIVER JESTER RULER REGULAR CREATOR GUY/GAL OUTLAW INNOCENT MAGICIAN SAGE EXPLORER HERO
LOVER
CAREGIVER
JESTER
RULER
REGULAR
CREATOR
GUY/GAL
OUTLAW
INNOCENT
MAGICIAN
SAGE
EXPLORER
HERO

Each brand should align with only one archetype, but can and will share similar traits & characteristics as other archetypes

should align with only one archetype, but can and will share similar traits & characteristics as
should align with only one archetype, but can and will share similar traits & characteristics as
should align with only one archetype, but can and will share similar traits & characteristics as
THE HERO motto WHERE THERE’S A WILL, THERE’S A WAY what they do ACT COURAGEOUSLY
THE HERO motto WHERE THERE’S A WILL, THERE’S A WAY what they do ACT COURAGEOUSLY

THE

HERO

THE HERO motto WHERE THERE’S A WILL, THERE’S A WAY what they do ACT COURAGEOUSLY associations
THE HERO motto WHERE THERE’S A WILL, THERE’S A WAY what they do ACT COURAGEOUSLY associations
THE HERO motto WHERE THERE’S A WILL, THERE’S A WAY what they do ACT COURAGEOUSLY associations

motto

WHERE THERE’S A WILL, THERE’S A WAY

what they do

ACT COURAGEOUSLY

associations

STRENGTH | POWER | BRAVERY | HONOR

THE MAGICIAN motto I MAKE THINGS HAPPEN what they do TRANSFORM AND AMAZE associations IMAGINATION

THE

THE MAGICIAN motto I MAKE THINGS HAPPEN what they do TRANSFORM AND AMAZE associations IMAGINATION |

MAGICIAN

THE MAGICIAN motto I MAKE THINGS HAPPEN what they do TRANSFORM AND AMAZE associations IMAGINATION |
THE MAGICIAN motto I MAKE THINGS HAPPEN what they do TRANSFORM AND AMAZE associations IMAGINATION |
THE MAGICIAN motto I MAKE THINGS HAPPEN what they do TRANSFORM AND AMAZE associations IMAGINATION |

motto

I MAKE THINGS HAPPEN

what they do

TRANSFORM AND AMAZE

associations

IMAGINATION | CLEVERNESS | CHANGE | DELIGHT

THE OUTLAW motto RULES ARE MADE TO BE BROKEN what they do CHALLENGE THE WORLD

THE

OUTLAW

THE OUTLAW motto RULES ARE MADE TO BE BROKEN what they do CHALLENGE THE WORLD associations
THE OUTLAW motto RULES ARE MADE TO BE BROKEN what they do CHALLENGE THE WORLD associations
THE OUTLAW motto RULES ARE MADE TO BE BROKEN what they do CHALLENGE THE WORLD associations
THE OUTLAW motto RULES ARE MADE TO BE BROKEN what they do CHALLENGE THE WORLD associations

motto

RULES ARE MADE TO BE BROKEN

what they do

CHALLENGE THE WORLD

associations

INDIVIDUALISM | PASSION | FREEDOM | SEXUALITY

THE REGULAR GUY/GAL motto ALL MEN AND WOMEN ARE CREATED EQUAL what they do MAKES

THE

REGULAR

GUY/GAL

THE REGULAR GUY/GAL motto ALL MEN AND WOMEN ARE CREATED EQUAL what they do MAKES EVERYONE
THE REGULAR GUY/GAL motto ALL MEN AND WOMEN ARE CREATED EQUAL what they do MAKES EVERYONE
THE REGULAR GUY/GAL motto ALL MEN AND WOMEN ARE CREATED EQUAL what they do MAKES EVERYONE
THE REGULAR GUY/GAL motto ALL MEN AND WOMEN ARE CREATED EQUAL what they do MAKES EVERYONE

motto

ALL MEN AND WOMEN ARE CREATED EQUAL

what they do

MAKES EVERYONE FEEL IMPORTANT

associations

UNSELFISHNESS | SUPPORT | FRIENDLINESS | REALISM

THE JESTER motto YOU ONLY LIVE ONCE what they do ENCOURAGE GOOD TIMES associations ORIGINALITY
THE JESTER motto YOU ONLY LIVE ONCE what they do ENCOURAGE GOOD TIMES associations ORIGINALITY

THE

JESTER

THE JESTER motto YOU ONLY LIVE ONCE what they do ENCOURAGE GOOD TIMES associations ORIGINALITY |
THE JESTER motto YOU ONLY LIVE ONCE what they do ENCOURAGE GOOD TIMES associations ORIGINALITY |

motto

YOU ONLY LIVE ONCE

THE JESTER motto YOU ONLY LIVE ONCE what they do ENCOURAGE GOOD TIMES associations ORIGINALITY |

what they do

ENCOURAGE GOOD TIMES

associations

ORIGINALITY | FUN | MISCHIEF | POSSIBILITY

THE LOVER motto YOU'RE THE ONLY ONE what they do AWAKEN THE SENSES associations ROMANCE
THE LOVER motto YOU'RE THE ONLY ONE what they do AWAKEN THE SENSES associations ROMANCE

THE

LOVER

THE LOVER motto YOU'RE THE ONLY ONE what they do AWAKEN THE SENSES associations ROMANCE |
THE LOVER motto YOU'RE THE ONLY ONE what they do AWAKEN THE SENSES associations ROMANCE |

motto

YOU'RE THE ONLY ONE

what they do

AWAKEN THE SENSES

THE LOVER motto YOU'RE THE ONLY ONE what they do AWAKEN THE SENSES associations ROMANCE |

associations

ROMANCE | GLAMOUR | DESIRE | SENSUALITY

THE CAREGIVER motto LOVE YOUR NEIGHBOR AS YOURSELF what they do CARE FOR OTHERS associations

THE

THE CAREGIVER motto LOVE YOUR NEIGHBOR AS YOURSELF what they do CARE FOR OTHERS associations RESPECT

CAREGIVER

THE CAREGIVER motto LOVE YOUR NEIGHBOR AS YOURSELF what they do CARE FOR OTHERS associations RESPECT
THE CAREGIVER motto LOVE YOUR NEIGHBOR AS YOURSELF what they do CARE FOR OTHERS associations RESPECT
THE CAREGIVER motto LOVE YOUR NEIGHBOR AS YOURSELF what they do CARE FOR OTHERS associations RESPECT

motto

LOVE YOUR NEIGHBOR AS YOURSELF

what they do

CARE FOR OTHERS

associations

RESPECT | TRUST | SECURITY | COMPASSION

THE RULER motto POWER ISN'T EVERYTHING, IT'S THE ONLY THING what they do EXERT CONTROL
THE RULER motto POWER ISN'T EVERYTHING, IT'S THE ONLY THING what they do EXERT CONTROL

THE

RULER

THE RULER motto POWER ISN'T EVERYTHING, IT'S THE ONLY THING what they do EXERT CONTROL associations
THE RULER motto POWER ISN'T EVERYTHING, IT'S THE ONLY THING what they do EXERT CONTROL associations
THE RULER motto POWER ISN'T EVERYTHING, IT'S THE ONLY THING what they do EXERT CONTROL associations

motto

POWER ISN'T EVERYTHING, IT'S THE ONLY THING

what they do

EXERT CONTROL

associations

POWER | STABILITY | EXCELLENCE | EXPERTISE | LEADERSHIP

THE CREATOR motto IF YOU CAN IMAGINE IT, IT CAN BE DONE what they do

THE

CREATOR

THE CREATOR motto IF YOU CAN IMAGINE IT, IT CAN BE DONE what they do CRAFT
THE CREATOR motto IF YOU CAN IMAGINE IT, IT CAN BE DONE what they do CRAFT
THE CREATOR motto IF YOU CAN IMAGINE IT, IT CAN BE DONE what they do CRAFT
THE CREATOR motto IF YOU CAN IMAGINE IT, IT CAN BE DONE what they do CRAFT

motto

IF YOU CAN IMAGINE IT, IT CAN BE DONE

what they do

CRAFT THINGS OF ENDURING VALUE

associations

SELF-EXPRESSION | INNOVATION | VISION | NONCONFORMITY

THE INNOCENT motto FREE TO BE YOU AND ME what they do RENEW FAITH associations

THE

THE INNOCENT motto FREE TO BE YOU AND ME what they do RENEW FAITH associations FREEDOM

INNOCENT

THE INNOCENT motto FREE TO BE YOU AND ME what they do RENEW FAITH associations FREEDOM

motto

THE INNOCENT motto FREE TO BE YOU AND ME what they do RENEW FAITH associations FREEDOM
THE INNOCENT motto FREE TO BE YOU AND ME what they do RENEW FAITH associations FREEDOM

FREE TO BE YOU AND ME

what they do

RENEW FAITH

associations

FREEDOM | OPTIMISM | PURITY | BEAUTY

THE SAGE motto THE TRUTH WILL SET YOU FREE what they do SEEK UNDERSTANDING associations
THE SAGE motto THE TRUTH WILL SET YOU FREE what they do SEEK UNDERSTANDING associations

THE

SAGE

THE SAGE motto THE TRUTH WILL SET YOU FREE what they do SEEK UNDERSTANDING associations THOUGHTFULNESS
THE SAGE motto THE TRUTH WILL SET YOU FREE what they do SEEK UNDERSTANDING associations THOUGHTFULNESS
THE SAGE motto THE TRUTH WILL SET YOU FREE what they do SEEK UNDERSTANDING associations THOUGHTFULNESS

motto

THE TRUTH WILL SET YOU FREE

what they do

SEEK UNDERSTANDING

associations

THOUGHTFULNESS | WISDOM | INDEPENDENCE | TRUTH

THE EXPLORER motto DON'T FENCE ME IN what they do SEARCH FOR THE NEW associations

THE

THE EXPLORER motto DON'T FENCE ME IN what they do SEARCH FOR THE NEW associations INDEPENDENT

EXPLORER

THE EXPLORER motto DON'T FENCE ME IN what they do SEARCH FOR THE NEW associations INDEPENDENT
THE EXPLORER motto DON'T FENCE ME IN what they do SEARCH FOR THE NEW associations INDEPENDENT

motto

DON'T FENCE ME IN

THE EXPLORER motto DON'T FENCE ME IN what they do SEARCH FOR THE NEW associations INDEPENDENT

what they do

SEARCH FOR THE NEW

associations

INDEPENDENT | PIONEERING | DISCOVERY | FEARLESSNESS

examples of

EXPLORER

ARCHETYPES

examples of EXPLORER ARCHETYPES
examples of EXPLORER ARCHETYPES
examples of EXPLORER ARCHETYPES
examples of EXPLORER ARCHETYPES
examples of EXPLORER ARCHETYPES

charting a perception map of other

EXPLORER

BRANDS

EXTREME

FUN

charting a perception map of other EXPLORER BRANDS EXTREME FUN SERIOUS EVERYDAY
charting a perception map of other EXPLORER BRANDS EXTREME FUN SERIOUS EVERYDAY
charting a perception map of other EXPLORER BRANDS EXTREME FUN SERIOUS EVERYDAY
charting a perception map of other EXPLORER BRANDS EXTREME FUN SERIOUS EVERYDAY
charting a perception map of other EXPLORER BRANDS EXTREME FUN SERIOUS EVERYDAY
charting a perception map of other EXPLORER BRANDS EXTREME FUN SERIOUS EVERYDAY
charting a perception map of other EXPLORER BRANDS EXTREME FUN SERIOUS EVERYDAY
charting a perception map of other EXPLORER BRANDS EXTREME FUN SERIOUS EVERYDAY
charting a perception map of other EXPLORER BRANDS EXTREME FUN SERIOUS EVERYDAY
charting a perception map of other EXPLORER BRANDS EXTREME FUN SERIOUS EVERYDAY
charting a perception map of other EXPLORER BRANDS EXTREME FUN SERIOUS EVERYDAY
charting a perception map of other EXPLORER BRANDS EXTREME FUN SERIOUS EVERYDAY
charting a perception map of other EXPLORER BRANDS EXTREME FUN SERIOUS EVERYDAY
charting a perception map of other EXPLORER BRANDS EXTREME FUN SERIOUS EVERYDAY

SERIOUS

EVERYDAY

The only real voyage of discovery consists not in seeking new landscapes but in having new eyes.