In this dynamic and engaging presentation on Brand Archetypes, delve into the strategic framework that unlocks the essence of your brand identity. Uncover the power of storytelling and emotional resonance as we explore archetypal characters such as the Hero, Explorer, and Sage, and understand how they can be harnessed to create a compelling narrative for your brand. Discover the synergy between Jungian psychology and marketing, unlocking the subconscious connection with your target audience.
2. Plan
1. Who invented Archetypes?
2. What is a brand archetype?
3. The importance of brand archetypes
4. The 12 Brand archetypes
6. How to use Brand Archetypes?
5. Quiz: Which archetype is this brand?
3. “THESE [ARCHETYPES] ARE IMPRINTED AND
HARDWIRED INTO OUR PSYCHES.”
WHO INVENTED ARCHETYPES?
CARL JUNG (1875- 1961)
CARL JUNG (1875- 1961)
SWISS PSYCHIATRIST AND
PSYCHOANALYST
“THERE 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.”
-THE ARCHETYPES AND THE COLLECTIVE UNCONSCIOUS
-THE ARCHETYPES AND THE COLLECTIVE UNCONSCIOUS
4. WHAT, THEN, IS A BRAND ARCHETYPE?
A BRAND ARCHETYPE IS A REPRESENTATION OF YOUR
BRAND AS A PERSONA BASED ON 12 KEY HUMAN
DESIRES AND VALUES. THE IDEA BEHIND CREATING
YOUR ARCHETYPE IS TO BUILD A BRAND NARRATIVE
AND CREATE AN EMOTIONAL CONNECTION WITH YOUR
TARGET AUDIENCE.
-HUBSPOT
5. “ARCHETYPES ARE THE
HEARTBEAT OF A BRAND
BECAUSE THEY CONVEY A
MEANING THAT MAKES
CUSTOMERS RELATE TO A
PRODUCT AS IF IT
ACTUALLY WERE ALIVE IN
SOME WAY, THEY HAVE A
RELATIONSHIP WITH IT
AND CARE ABOUT IT.”
-“The Hero and the Outlaw: Building Extraordinary
Brands Through the Power of Archetypes” by
Margaret Mark and Carol S. Pearson
6. ACCORDING TO GERALD ZALTMAN,
ACCORDING TO GERALD ZALTMAN,
A HARVARD BUSINESS SCHOOL
A HARVARD BUSINESS SCHOOL
PROFESSOR,
PROFESSOR, 95% OF PEOPLE’S
95% OF PEOPLE’S
PURCHASING DECISIONS OCCUR
PURCHASING DECISIONS OCCUR IN
IN
THE SUBCONSCIOUS MIND.
THE SUBCONSCIOUS MIND.
45. Step #1: Understand audience personality
HOW TO USE BRAND ARCHETYPES?
Step#3: Align them to an archetype
Step#4: Know what they need
Step#5: Define your brand archetype mix
brandmasteracademy.com
Step#2: Identify attractive characteristics
49. Carl Jung (1959). The Archetypes and the Collective Unconscious, Collected Works,
Volume 9, Part 1. Princeton University Press.
"What is Jungian Psychology? (2021) – Types, Archetypes, Complexes and More".
PsychoTreat.
Hubspot (2022), [Online]: https://blog.hubspot.com/marketing/brand-archetypes
Brandmasteracademy (2022), [Online]: https://brandmasteracademy.com/
Margaret Mark and Carol S. Pearson (2001). The Hero and the Outlaw: Building
Extraordinary Brands Through the Power of Archetypes”.
