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Inspiring minds
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Consumers arent targets they are product and message shapers We need to engage with, consult with and then encourage to opt in Dynamic Planning develops insights that allow us to talk to people in ways that resonate. So even in this increasingly fragmented and disparate landscape, no opportunity to engage or inspire escapes us.
Results
Practical and achievable ways to prove our mettle - ensuring we show our accountability and get results
Breakthrough
A simple set of highly effective techniques that use insight together with creative thinking to develop and articulate a big strategic idea
Connections
A simple yet thoughful way to capitalise on the big brand idea and turn it into a detailed and intuitive communications strategy that creates a better connection with the consumer, through both the message and the medium
A brand is a story that people want to be a part of that they readily identify with
Why Archetypes?
A theory that resonates Not a panacea A different perspective
Angle of attack
enabling us personalise a brand and help us to use story and ritual to bring a brand to life
Differentiating us
Can the brand credibly own an archetype? Create a brand identity based on archetype Build into brand DNA Unique brand platform/architecture
The 12 Archetypes
Stability
Control
Creator Ruler Innocent Ex lorer
Independence
Self Fulfilment
Caregiver
Sage
Jester
Hero
Belonging
Connect
Outlaw Magician
Mastery
Change
Archetype Examples
Hero
Also known as: The warrior, the crusader, the rescuer, the superhero, the solider, the winning athlete, the dragon slayer, the competitor, the team player
Strategy:
become as strong, competent, courageous and powerful as you are capable of being
Explorer
Also known as: The seeker, adventurer, iconoclast, wanderer, individualist, pilgrim, quester, antihero and rebel.
Strategy:
Journey, seek out and experience new ways, look at things in a new way. Escape from entrapment and boredom or the status quo
Sage
Also known as: Expert, scholar, detective, oracle, evaluator, advisor, philosopher, researcher, thinker, planner, professional, mentor, teacher, contemplative
Strategy:
seek out information and knowledge; become self-reflective and understand thinking processes
Ruler
Also known as: the boss, leader, aristocrat, parent, politician, responsible citizen, role model, manager, or administrator exert leadership Strategy:
Magician
Also known as: Strategy: The visionary, catalyst, innovator, charismatic leader, mediator, shaman, healer, or medicine man or woman develop vision and live it
Innocent
Also known as: Strategy: Pollyanna, utopian, traditionalist, nave, mystic, saint, romantic, traditionalist, dreamer Do things right
Regular Guy/Gal
Also known as: The good old boy, the regular Jane, Everyman, the common man, the guy or gal next door, the realist, the working stiff, the solid citizen, the good neighbor
Strategy:
Lover
Also known as: Strategy: partners, friends, intimates, matchmakers, enthusiasts, connoisseurs, sensualists, spouses, team builders, harmonizers become more and more attractive-physically, emotionally, and in every other way
Outlaw
Also known as: The rebel, the revolutionary, the villain, the wild man or woman, the misfit, the enemy, or the iconoclast
Strategy:
Creator
Also known as: Strategy: the artist, innovator, inventor, musician, writer, or dreamer develop artistic control and skill
Caregiver
Also known as: Strategy: the caretaker, altruist, saint, parent, helper, or supporter do things for others
Jester
Also known as: the fool, trickster, joker, punster, entertainer, clown, prankster, practical joker, or comedian
Strategy:
Discuss.
What archetype is our brand? What archetype (or mix of archetypes) could our brand be in the future?
The 12 Archetypes
Stability
Control
Creator Ruler Innocent Explorer
Independence
Self Fulfilment
Caregiver
Sage
Jester
Hero
Belonging
Connect
Outlaw Magician
Mastery
Change
0 00
5 00
0 00 t H o ula uy a st ul a lo o o
ato
utla
Competitor archetypes?
Our Archetypes
Stability
Control
C eator Ruler Innocent Explorer
Independence
Self Fulfilment
Ca e ve
a e
este
He o
Belonging
Connect
Love Re ula uy
Out aw Ma c an
Mastery
Change
Caregiver/Innocent/Hero DNA
Idealistic Simple values Functional Inclusive Democratic Value led business
Healthsure
Strives for justice Helping Protectors of others Devoted to the Innocent a worthwhile cause Be all you Altruistic can be
Look Familiar?
Thank you