Building Brands Through Archetypes

Poorly defined or misunderstood brands are rarely successful.

Stories make the world go round ‘We tell ourselves stories to make sense of life.” –Norman Mailer “Man lives surrounded by his stories and those of others. He sees everything that happens to him through them and tries to live his life as if recounting it.” -Satre

Stories are so potent because they tap into emotions which drive us This explains why at the heart of every great brand there is a story people want to be a part of

“What we sell is the ability for a 43 year old accountant to dress in black leather, ride through small towns and have people be afraid of him.” (Harley Davidson Marketing Exec.)

Some stories are more compelling than others… “The great stories consist of common elements found consistently in myths, fairy tales, dreams and movies…as soon as you enter their world you see the re-occurring character types and relationships…These archetypes are amazingly consistent throughout all times and cultures.” –Chris Vogel “Mythic Structures for Storytellers” Archetype: 1. An original pattern or model. 2. A perfect example or model of something. 3. An inherited idea.

In different versions of the Cinderella story had been identified around the world.

Star Crossed lovers (and one common actor)

“Titanic intentionally includes universals of human experience that are timeless and familiar. By dealing in archetypes, the film touches people in all ages and cultures.” -James Cameron on Titanic

“A brand is a metaphorical story…that connects with something very deep a fundamental human appreciation of mythology…companies that use this well invoke something very powerful.” (Scott Bedbury - head of marketing at Starbucks and Nike)

The Hero & The Outlaw Archetypes can be seen across all cultures throughout time. An Archetype is the missing link between customer motivations and product sales

INNOCENT Coca-Cola, Coors Light, Cotton, Jolly Green Giant, Crystal Light, McDonalds Faith and optimism Mindful Oprah Winfrey, Oil of Olay, Proctor & Gamble, Wisdom & Intelligence

Marines, Olympics, Nike, Red Cross, Marlboro Man Competence & Courage HERO OUTLAW (rebel) MTV, Howard Stern, Harley-Davidson, Apple Outrageousness & Radical Freedom

VISA, Saturn, Wrangler Jeans, GEICO Realism, Empathy, Lack of Pretense REGULAR GUY/GAL LOVER Victoria's Secret, Godiva Chocolate, Chanel, Hallmark Passion, Gratitude, Appreciation, Commitment Playful Joe Camel, "Got Milk," Charlie Chaplin, Pepsi Joy