131435008 me-myself-and-i
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Me, myself and I(a personal growth journey…)
Plant, Grow and Cultivate the Knowledge of ME
Archetypes
What is an Archetype?
The term "archetypes", as it is used in marketing today, has its origins in Carl Gustav Jung. He believed that universal, mythic characters— archetypes— reside within the collective unconscious of people the world over. Archetypal images represent fundamental human desires and evoke deep emotions. There are 12 archetypes which symbolizes a basic human need, aspiration or motivation.Each type has its own set of values, meanings and personality traits.
What does an Archetype?
ArchetypeStereotype
RISK C
HA
NG
E DISCOVERY K
NO
WLED
GE
CARE
BELO
NG
ING
STRUCTURE
The OUTLAW
Rebellion Non- Conventional
The Magician
Transform own power to own view
The Jester (Joker)
Fun - Playfulness
The Innocent
Optimism Innocence - Purity
The Explorer
Discovery Independence
The Sage
Discover the Truth
The Lover
IntimacyCommunication
Pleasure
The Caregiver
CareProtection
The Member
Utility - Belonging
The Hero orThe Warrior
Challenge Achievement
The Creator
Vision -Creativity
The Ruler
Power - Responsibility
Archetype Narratives
Live in the Moment!
Jester
Affecttransformation
MagicianBrake the rules!
Outlaw
Be good, safe!
Innocent
Discover the Truth
Sage
Expend HorizonsExplorer
Protecting Others
Caregiver
Find & give Love
Lover
Fitting-in with othersMember
Leadership &ControlRuler
Create enduring values
Creator
Be brave!Warrior
Hero
Core Desires Narratives
Brand & Archetype
Brand fuse archetypes and messaging:
1.Focus on what consumers want to be.
Most people have in mind and archetypal
character that, on some level, they strive to
become. Messaging can provide assurance of
that goal.
2.Choose advocates that are embody an
archetype that’s in-line with your brand
image. If you’re brand is a “hero,” then find
yourself a modern-day Odysseus.
3.Use a brand persona that reflects your
brand’s archetype. If you have a persona
constructed with archetypes in mind, archetypal
messaging will naturally follow.
Organizational Archetypes
Archetypes & OrganizationsThe OUTLAW
Motto: Rules are made to be brokenCore desire: revenge or revolutionGoal: to overturn what isn't workingGreatest fear: to be powerless or ineffectualStrategy: disrupt, destroy, or shockWeakness: crossing over to the dark side, crimeTalent: outrageousness, radical freedomThe Outlaw is also known as: The rebel, revolutionary, wild man, the misfit, or iconoclast
The Outlaw strengths in brand's identity :
has customers or employees who feel disenfranchised from society
helps retain values that are threatened by emerging ones, or paves the way for revolutionary new attitudes
is low to moderately priced breaks with industry conventions
The Jester (Joker)
Motto: You only live onceCore desire: to live in the moment Goal: to have a great time and lighten up the worldGreatest fear: being bored or boring othersStrategy: play, make jokes, be funnyWeakness: frivolity, wasting timeTalent: joyThe Jester is also known as: The fool, trickster
The MagicianMotto: I make things happen.Core desire: understanding the laws of the universeGoal: to make dreams come trueGreatest fear: unintended negative consequencesStrategy: develop a vision and live by itWeakness: becoming manipulativeTalent: finding win-win solutionsThe Magician is also known as: The visionary
The Jester strengths in brand's identity :
that give people a sense of belongingthat help people have a good timethat are low or moderately pricedthat are produced by a fun-loving companythat need to be differentiated from self-important, overconfident established brands
The Magician strengths in brand's identity :
its implicit promise is to transform customersit is consciousness-expandingit is user-friendlyhas spiritual connotationsit is a very new, contemporary productit is medium- to high-priced
Archetypes & their value to organizations
The ExplorerMotto: Don't fence me inCore desire: the freedom through exploring the worldGoal: to experience a better, more fulfilling lifeBiggest fear: getting trapped, conformity , inner emptinessStrategy: journey, experiencing new things, escape from boredomWeakness: aimless wandering, becoming a misfitTalent: autonomy, ambition, being true to one's soulThe explorer is also known as: The seeker, iconoclast, wanderer
The Explorer strengths in brand's identity :
helps people feel free, nonconformist is rugged and sturdy or for use in the great outdoors or in dangerous settingscan be purchased from a catalog or on the Internethelps people express their individualitycan be purchased for consumption on the go
The InnocentMotto: Free to be you and me Core desire: to get to paradise Goal: to be happy Greatest fear: to be punished for doing something badStrategy: to do things right Weakness: boring for all their naive innocence Talent: faith and optimismThe Innocent is also known as: Utopian, traditionalist, naive, mystic, saint, dreamer.
The Innocent strengths in brand's identity :
offer a simple solution to an identifiable problem are associated with goodness, morality, simplicity, nostalgia or childhoodare low or moderately priced are produced by a company with straightforward values need to be differentiated from brands with poor reputations.
The SageMotto: The truth will set you freeCore desire: to find the truth.Goal: to use intelligence & analysis to understand the world.Biggest fear: being duped, misled—or ignorance.Strategy: seeking out information and knowledge; self-reflection and understanding thought processes.Weakness: can study the details forever and never act.Talent: wisdom, intelligence.The Sage is also known as: The expert, scholar
The Sage strengths in brand's identity :
that provide expertise or information to customersthat encourage customers to thinkthat are based on new scientific findings or esoteric knowledgethat are supported by research-based factswant to differentiate themselves from others whose quality or performance is suspect
The CaregiverMotto: Love your neighbour as yourselfCore desire: to protect and care for othersGoal: to help othersGreatest fear: selfishness and ingratitudeStrategy: doing things for othersWeakness: martyrdom and being exploitedTalent: compassion, generosityThe Caregiver is also known as: The saint, altruist
The LoverMotto: You're the only oneCore desire: intimacy and experienceGoal: being in a relationship with the people, work and surroundings they loveGreatest fear: being alone, a wallflower, unwanted, unlovedStrategy: to become more and more physically and emotionally attractiveWeakness: desire to please others at risk of losing own identityTalent: passion, gratitude, appreciation, and commitmentThe Lover is also known as: The partner, friend, intimate
The MemberMotto: All men and women are created equalCore Desire: connecting with othersGoal: to belongGreatest fear: to be left out or to stand out from the crowdStrategy: develop ordinary solid virtuesWeakness: losing one's own self in an effort to blend in or for the sake of superficial relationshipsTalent: realism, empathy, lack of pretenseThe Member is also known as: The regular Guy/ Gal
Archetypes & their value to organizations
The Member strengths in brand's identity :
that give people a sense of belongingwith an everyday functionalitywith low to moderate pricesproduced by a solid company with a down-home organizational culturethat need to be differentiated in a positive way from more elitist or higher-priced brands
The Lover strengths in brand's identity :
it helps people belong, find friends or partnersit's function is to help people have a good timeit is low to moderately pricedit is produced by a freewheeling, fun-loving organizational structureit needs to differentiate itself from self-important, overconfident brands
The Caregiver strengths in brand's identity :
it gives customers a competitive advantageit supports families or is associated with nurturing it serves the public sector, e.g. health care, education, aid programs and other carehelps people stay connected with and care about others and themselvesis a non-profit or charitable cause
The CreatorMotto: If you can imagine it, it can be doneCore desire: to create things of enduring valueGoal: to realize a visionGreatest fear: mediocre vision or executionStrategy: develop artistic control and skillTask: to create culture, express own visionWeakness: perfectionism, bad solutionsTalent: creativity and imaginationThe Creator is also known as: The artist, inventor
The RulerMotto: Power isn't everything, it's the only thing.Core desire: controlGoal: create a prosperous, successful family or communityStrategy: exercise powerGreatest fear: chaos, being overthrownWeakness: being authoritarian, unable to delegateTalent: responsibility, leadershipThe Ruler is also known as: The boss, leader, aristocrat, king, queen, politician, role model, manager or administrator
The HeroMotto: Where there's a will, there's a wayCore desire: to prove one's worth through courageous actsGoal: expert mastery in a way that improves the worldGreatest fear: weakness, vulnerability, being a "chicken"Strategy: to be as strong and competent as possibleWeakness: arrogance, always needing another battle to fightTalent: competence and courageThe Hero is also known as: The warrior, crusader, rescuer, superhero, the soldier
Archetypes & their value to organizations
The Hero strengths in brand's identity :
that are inventions or innovations that will have a major impact on the worldthat solve a major social problem or encourage others to do sothat have a clear opponent you want to beatthat that are underdogs or challenger brandsthat are strong and help people do tough jobs exceptionally well
The Ruler strengths in brand's identity :
it is a high-status product used by powerful people to enhance their powerit makes people more organizedit offers a lifetime guaranteeit has a regulatory or protective functionis moderately to high pricedit is a market leader that offers a sense of security and stability in a chaotic world
The Creator strengths in brand's identity :
it promotes self-expression, gives customers choices and optionsit is in a creative field like marketing, public relations, the arts, or technological innovationyour product has a do-it-yourself aspect that saves moneyyour customer has the time to be creative
Archetypes LanguageThe Hero orThe Warrior
The OUTLAW The Caregiver
The Jester (Joker) The InnocentThe Explorer
Success. It’s a
MIND GAME.What are you
made of?
Harley
Spirit!
You’re
BORN with it.
Archetypes LanguageThe Ruler
What the label doesn’t tell you, a
sip will.
The Magician The MemberYou’re not
buying a car. You’re buying
a BELIEF.
The Power of All of Us
The Sage The Creator The Lover
Without heart. We would be mere
machines/
Archetype Chain & Leadership Role
Magician Sage
ExplorerLover
Member
Ruler
Creator
Jester
Outlaw
Innocent Caregiver WarriorHero
Archetype Chain in organizational maze
ORDER
CHANGE
GROUPORIENTED
SELFFOCUSED
Magic
ian
Sage
Explorer
Lover
Member
Ruler
Creator
Jester
Outlaw
Innocent
Caregiver
WarriorHero
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