archetype branding for fashion

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Archetype Branding Uncovering brand archetypes in the fashion industry Mirela Lacerda

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Page 1: Archetype Branding for Fashion

Archetype BrandingUncovering brand archetypes in the fashion industry

Mirela Lacerda

Page 2: Archetype Branding for Fashion
Page 3: Archetype Branding for Fashion
Page 4: Archetype Branding for Fashion
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What Apple, Coca-Cola and Disney have in common? They are cultural symbols!

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They have built

Emotional engagement

Remarkable identities

Powerful brand images

Page 8: Archetype Branding for Fashion

The brand image...Communicates its values

Directs actionsIs embedded in emotion

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Image + emotion = archetype

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Archetypes...Are universal and timeless

Are part of the collective unconsciousCreate identification

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The archetype definition is the start point to build the brand

identity

Brand archetyp

e

Brand soul

TargetValues & positioning

Competitors

Storytelling

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ChanelArchetype = Lover

Coco’s ideal of feminity and seduction

Chanel

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DieselArchetype = Jester

Have fun, enjoy life, seize the day

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BurberryArchetype = Ruler

Status and prestige built around London lifestyle and

the iconic trench coat

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TiffanyArchetype = Lover

A celebration of love and special moments in life

using New York as scenery

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Alexander McQueenArchetype = Creator

Nature, religion and history are elements of a disturbing and

provocative vision

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Stella McCartney Archetype = Innocent

Sustainability, childish elements and a search for paradise

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Paul SmithArchetype = Creator Arts, irreverence and a twisted vision on classics

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Brand “X-Ray”: who, when, where, how and why?

Development: story, mission, vision, values, positioning, competitors, target audience; communication, promotion and sales channels

Research Goals Archetype definition

Report

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Emotional (desires and expectations about the brand)

X Rational

(business strategy)

Goals Archetype definition

ReportResearch

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Research Goals Archetype definition

Report

Brand histor

y

Brand archetyp

e Target

Values & Positioning

Competitors

Storytelling

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Research Goals ReportArchetype definition

The Report is a guide that works as “brand compass”, providing detailed information about:

- The archetype definition and its application- Mission, Vision, Values and Positioning- Visual References- Marketing and Communication Strategy

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[email protected].

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