Archetypal branding is a practical approach to building profitable, powerful and meaningful brands. In this presentation, we dispel the five big obstacles to the wider use of archetypes and offer practical advice on how to use archetypal branding in your organization.

1. Five myths
about
brand archetypes
and how to dispel the myths
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2. Sandra Pickering is an
expert in branding and
brand strategy and a
leader in the practical
application of
neuromarketing
(psychology, neuroscien
ce and data analytics)
to business issues.
Stephanie Creff is an
expert in consumer
behavior and a leader
in building teams and
practical tools to make
consumer insights
actionable.
opento: who are we?
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 notfor-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
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

3. 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…

4. ... so we often wonder
WHY?
are archetypes not
used by more people?

5. THE FIVE MYTHS

6. MYTH #1
Archetypal
branding is not
SCIENTIFIC
it’s a bit fluffy
and woolly

7. #1: in fact, it is supported by modern
neuroscience and neuropsychology
As Jung suggested, we
make decisions nonconsciously, tapping into
common emotional
patterns
Many patterns are
innate and universal as
Jung claimed.
As Joseph Campbell
said, storytelling builds
strong memories.
(Even liking and disliking
foodstuffs)
We now know our
memory tells stories too

8. Neuroscience of
adolescence
+
Archetypal tensions
A time to try
new brands

9. MYTH #2
It’s all about
PERSONALITY
or character
or charisma

10. #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

11. Pleasure and
neuroscience
not just personality
Delivering
satisfaction

12. MYTH #3
There are (only)
12
archetypes
obviously that
must stifle
creativity

13. #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

14. The psychology of
the Love Triangle
There are many
types of love
And many
types of
lover brands

15. MYTH #4
It’s all about
ADVERTS
“Archetypes are
mainly useful for
brand stories”

16. #4: archetypal meaning lives internally and
externally through all touch-points
Product philosophy
Storytelling
Internal engagement
Product range and
innovation aligned with
brand meaning.
A brand story that
belongs in the correct
archetypal world.
Employer and employee
behavior and values
aligned to the archetype
e.g., Dove Pro-age
e.g., Nike’s heroic battles
e.g., The Body Shop
Activist

17. MYTH #5
It’s really
EASY
to choose a
brand archetype
Grab a
template, follow a
process and have a
go

18. #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

19. CUSTOMER
BRAND VISION
MARKET CONTEXT
All 3 matter

20. Archetypes are
rooted in
neuroscience
Brands deliver: it’s
not just about
personality
There are 1000s of
possible archetypes
THE FIVE TRUTHS ABOUT BRAND ARCHETYPES
Archetypes drive
implementation
across all touchpoints
They must be based
in customer, brand
and market

21. Need expert support?
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