Weitere ähnliche Inhalte Ähnlich wie An introduction To Brand Archetyping: harnessing the power of stories and archetypes to create legendary brands (9) Kürzlich hochgeladen (20) An introduction To Brand Archetyping: harnessing the power of stories and archetypes to create legendary brands1. An introduction to
Brand Archetyping:
harnessing the power of stories and
archetypes to create legendary brands
What is your story...
]…who is your brand?
[
[©Jon Howard]
10. PETER: “I don’t know any stories.
None of the lost boys knows any stories”
WENDY: how perfectly awful”
And without a story our
lives can seem empty
[©Jon Howard]
11. A story we tell to give voice to the
emotions which drive us: our hopes
and fears, dreams and desires
[©Jon Howard]
13. Why some stories and characters
resonate so powerfully and repeat so
frequently: they are archetypal
manifestations of our common needs
[©Jon Howard]
15. “The great stories consist of common elements
found universally in myths, fairy tales, dreams
and movies. As soon as you enter their world,
you become aware of recurring character types
and relationships that are amazingly consistent”
(Chris Vogler, “The Writer’s Journey:
Mythic Structures for Storytellers”)
[©Jon Howard]
16. “All this has happened before,
and all of it will happen again”
[©Jon Howard]
17. “All this has happened before,
and all of it will happen again”
[©Jon Howard]
18. In 1893, nearly 400 different
versions of the Cinderella
story were identified from
around the world
(Marian Roalfe Cox)
[©Jon Howard]
19. Connection at a primal level:
it could be someone like you
(UK X-Factor winner)
[©Jon Howard]
20. Explains our love of
star-crossed lovers
“Titanic intentionally incorporates universals of
human experience and emotion that are timeless
and familiar because they reflect our basic
emotional fabric. By dealing in archetypes, the
film touches people in all cultures and of all ages”
(James Cameron on Titanic)
[©Jon Howard]
24. Fated but possibly doomed relationships have an
emotional power that can be exploited…
(a connection with someone we all want…but fear losing)
[©Jon Howard]
28. “A brand is a metaphorical story that connects with something
very deep – a fundamental human appreciation of mythology.
Companies that manifest this sensibility…invoke something
very powerful” (Scott Bedbury, ex-head of marketing at Nike and Starbucks)
[©Jon Howard]
29. Archetypal stories are a language
we all instinctively understand
On our side against
the powers that be
[©Jon Howard]
31. They are a tonal and
stylistic palette…
…and a blueprint for the
experience to be lived out
[©Jon Howard]
38. There is now a way
to find out…
So what are your stories and
who are your brands?
[©Jon Howard]
39. A MAP TO FOLLOW:
Brand Archetyping™
[©Jon Howard]
46. WORKS AS A STANDALONE
EXERCISE OR AS INPUT INTO…
Archetype Assessor™
(key brand stakeholders rate a brand’s
promise to indicate its character)
Brand Archetyping™
(one day workshop deep dives into a
brand’s character and the story it is part of)
InnocentLover
Jester
Ruler
Magician
Caregiver
Champion
Guide
Outlaw
Creator
Explorer
What the process looks like
[©Jon Howard]
47. TOP 10 PROMISE STATEMENT ARCHETYPE
Concern for your happiness and wellbeing Caregiver
Attention to the details that make something special Ruler
A more varied and fulfilling life Explorer
To ensure you are comfortable and contented Caregiver
A sense of community and rootedness
To look after your every need Caregiver
A voyage of self discovery Explorer
To make sure everything is just right for you Caregiver
The best available so it won’t let you down Ruler
An unpretentious common touch Magician
(Holiday brand)[©Jon Howard]
49. 11
17
0
0
5
9
18
17
3
12
0
9
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
INNOCENT EVERYMAN CAREGIVER CHAMPION EXPLORER LOVER CREATOR OUTLAW MAGICIAN RULER GUIDE JESTER
(spirit brand)
Archetype Spectrum
[©Jon Howard]
55. Use examples people understand to help define your brand
(and how this fits with the story of those the brand speaks to)
[©Jon Howard]
57. Some final thoughts on bringing the archetypes to life
Magician
An opportunity to explore the nuances of your character
[©Jon Howard]
58. …to embrace the texture and tension that define them
The most potent stories and characters
have edges, margins and grey areas
Magician
Sage Jester
Caregiver Champion
[©Jon Howard]
61. Body Shop: a generic Lover but also a fighter
(it’s the Champion which defines the brand)
[©Jon Howard]
62. …to consider how brand and consumer stories interact
Harrison (the brand) uses
his power as Ruler and
Magician to transform
Hepburn (the consumer)
The same story ‘promise’ as
X Factor and the same role
in it as Simon Cowell
‘rags to riches’
[©Jon Howard]
65. SITUATIONS
Birth, death, rebirth
SYMBOLS
Circle, triangle
NATURE
Sun, moon, wind, fire, flood, lion, dove
COLOURS
Green, red, white
PLACES
Paradise, heaven, the cave
(create an archetypal world for your brand to live in)
…and how to integrate this within execution
[©Jon Howard]
66. BRANDING DEVICE
“Put a tiger in
your tank”
METAPHOR OF
FUNCTIONAL BENEFIT
Courage and
bravery
MEANING IN (CHINESE)
MYTHOLOGY
Sometimes you are saying things
without even realising it
[©Jon Howard]
67. Transforms the every day
into something wonderful
Transforming
Authoritative
Enriching
Imaginative
Solution-focused
Practical
Surprising
Archetype Wheel
(condiment brand)
ARCHETYPE
STORY
PERSONIFICATION
BEHAVIOUR
Magician
CORE:
SECONDARY:
Innocent
[©Jon Howard]