CONNECTING THROUGH

STORIES AND ARCHETYPES

HOW TO THINK, TALK AND ACT LIKE YOUR CUSTOMERS

5,000 ADS

PER DAY

AND NO ONE

CARES.- MEDIA DYNAMICS

“Advertising is dead!” Put down your pitchforks, people.

Advertising as we’ve always known it may be dead. But, there has

never been a better time to be in advertising. Or, more appropriately,

the business of communication.

Advertising today is about connection. It’s about storytelling and

story starting. You have to tell the right stories at the right time to

truly connect with and inspire your audience.

But how do we, as marketers, tell the right stories? According to a

recent study by Microsoft, the average attention span of a human is

8 seconds. A goldfish? 9 seconds.

9 SECONDS8 SECONDS

By NOT rewriting history. In other words, tap into the stories your

customers already know. Get them to remember, rather than expecting

them to connect with new things.

We all have certain stories that we’ve heard over and over and still

love them because they are wired into our DNA. Brands can tap into

these stories and customize them with their own unique characters

and mini plot lines. It’s a proven method that works again and again

to drive brand equity, connection and, yes, even sales.

To fully understand this concept, let’s take a look back at the work

of Paul Campbell, a 20th century mythologist who studied stories

across cultures for thousands of years. Campbell found that the most

powerful stories were myths that addressed higher moral values

such as justice, truth, and self-expression. These myths also followed

similar patterns that have been ingrained in our unconscious over

time. When we hear a story that follows the pattern, it is immediately

familiar to us.

HOW IS AN ADVERTISER SUPPOSED TO CONNECT IN SUCH A SHORT PERIOD OF TIME?

YOU HAVE A BETTER

LIKELIHOOD OF

SURVIVING AN

AIRPLANE CRASH

THAN CLICKING ON

A BANNER. - BUSINESS INSIDER

Campbell discovered that the most popular storylines in history

follow a pattern that he termed The Hero’s Journey. This is the

same storyline used in Star Wars, Harry Potter, The Hunger Games,

Braveheart, Wizard of Oz, Taken, The Gladiator, and countless other

forms of entertainment and literature.

In this story, an unlikely hero living the status quo meets a mentor

who sends her on a journey of self-discovery and higher purpose.

This mentor gives the hero a gift to help her solve the problems of

a broken world. The journey takes the hero on a dangerous path

where she is nearly killed by her nemesis. The hero then rises up to

defeat the enemy, earns a treasure and then uses it to heal society.

She then returns back to the status quo as a much wiser, stronger

and changed person.

HOW ARE THE BEST BRANDS USING THIS FORMULA?

They empower and inspire the consumer to be his or her best self.

For example: “Just Do It”. Nike empowers athletes to exercise, be

amazing, and achieve incredible things. Within its mission statement,

Nike says, “If you have a body, you are an athlete.” In this scenario,

the consumer is the hero, Nike is the mentor, and the shoes & clothing

are the gift.

How about “Think Different”? Steve Jobs said Apple’s purpose is to

empower people with passion to change the world for the better.

Its tagline “Think Different” is a rally cry to its customers to go on

a journey to make the world a better place. The customers are the

heroes, Apple is the mentor and its computers are the gift.

Apple also does something else that is incredibly powerful.

It uses archetypes. Archetypes represent a pattern of ideas and

thinking that transcend time and cultures. According to Carl Jung

there are 12 core archetypes. Each one represents its own basic

human motivations, values and traits. Jung said Archetypes tap into

our collective unconscious and control most of our decision-making.

They set the foundation for how we see our place in the world and

how we connect with other people and with brands.

THE 12 ARCHETYPES

When the “Think Different” campaign launched in ’97, Apple aligned

itself with seventeen 20th Century iconic personalities including

Albert Einstein, John Lennon, Amelia Earhart and others. Each of

these people represents specific archetypes that trigger a connection

with our unconscious. Apple brought its tagline to life with these

heroes, inspiring us all to change the world for the better (by using

Apple products, of course).

To connect with customers, brands need to see the world through

their eyes. They need to think, act and talk like their customers and,

most importantly, do it authentically and transparently.

THE CREATORTHE EXPLORER THE SAGE

HOW DID HARLEY DAVIDSON GO FROM NEAR BANKRUPTCY

TO BEING ONE OF THE MOST POWERFULLY RECOGNIZED

BRANDS IN THE WORLD?

It began to understand the real reason that people purchased a Harley.

“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.”

- JOHN RUSSELL FORMER MANAGING DIRECTOR, HARLEY-DAVIDSON

HOW ARE SMART BRANDS USING ARCHETYPES IN SOCIAL MEDIA?

HERE ARE A FEW EXAMPLES:

JACK DANIEL’S

When Jack Daniel’s began speaking to its customer archetypes on

social, its engagement levels skyrocketed 800% almost overnight.

The image of a Jack Daniel’s drinker is one of defiance and

independence, making the core Jack Daniel’s archetype the

MAVERICK. With its own rich, barrel-aged history, the brand is

second to none when it comes to celebrating authentic individuality.

The post below connects with the EVERYMAN – your every day guy

next door who bonds with others by being humble, hard working

and friendly. The persona of Jack Daniel the man is very much alive

in the way the brand communicates with fans. Jack is the friend

who is always there for you (150 years strong), no matter what.

Source: Social Symphony

DOS EQUIS

Dos Equis’ “Most Interesting Man in the World” is one of the best

uses of multiples archetypes for a marketer in recent times. This

campaign helped increase sales for a mature brand by nearly 300%

in just 9 years. (Source: USA Today)

Dos Equis’ sales exploded because people connected with a

series of humorous micro stories featuring different archetypes, all

tapping our inner drive for creativity, intellect, and heroic feats of

kinds.

THE CREATORTHE CAREGIVERTHE LOVER

THE EXPLORER THE HERO

AIRBNB

Airbnb is a brand that connects almost exclusively with the

EXPLORER in us all, from focusing on stories about its hosts around

the world, to the exotic or whimsical destinations at your finger tips,

to living like a local in every sense of the word.

I dare you to last five minutes on Airbnb’s Instagram without feeling

inspired to start planning your next adventure.

HOW CAN BRANDS FIND THEIR OWN ARCHETYPES TO CONNECT IN SOCIAL MEDIA?

To begin, here are some questions to ask:

• How do you make your customers’ lives better?

• Who are your customers and what drives their decision-making?

• What goals are your customers trying to achieve?

• What’s their WHY?

• How can you inspire your customers to be their best selves?

On the surface the answer to the first question may be very product

focused. But believe it or not, there are emotional motivators that

make RAM and hard drive space or a bigger engine or fewer calories

seem appealing. Speak to the emotion and the WHY.

Your message needs to somehow incorporate the basic hero’s journey

– whichever archetype that hero may be - inspiring people to run

faster, jump higher, think deeper, and explore more. Integrate your

brand within the message as the gift that can help make the world –

or at the very least, their life - better.

Once you begin to look at first and third party data with an eye toward

archetypes, a lot becomes very clear. Patterns emerge, revealing

why people love your brand and/or your competitors. Ideas on how

you can communicate more effectively, differently and simply begin

to emerge.

For example, by looking at the social chatter around Panda Express,

it becomes very clear that people turn to Panda when they are having

a bad day. There is a significant level of commentary that discusses

Panda as comfort food and a perfect solution to a bad day. The

Panda customer in this scenario is the EVERYMAN, with Panda as

the CAREGIVER, and an entire strategy can be built around bringing

joy and happiness through food.

HOW CAN MARKETERS USE TECHNOLOGY AND DATA ANALYSIS TO LEARN HOW CUSTOMERS PERCEIVE THEIR BRAND?

JOHN BOHANCEO & Founder

john.bohan@socialtyze.com

310.773.0942

2150 Park Place Suite 100

El Segundo, CA 90245

If so, give us a call. We would love to explore the attributes of

your brand in combination with your customers’ archetypes

to begin making true connections in social media.

WHAT’S THE BOTTOM LINE?

IS YOUR SOCIAL MEDIA LESS THAN ABSOLUTELY AMAZING?

Advertising and marketing have never been so alive. The slow death of

traditional marketing methods is opening the door for new narratives,

often told with a carefully crafted voice and creative strategy within

social media. Social media is the most effective, direct, two-way

communication you’ll ever have with your customers. Best in class

brands in social are the ones that take the time to truly understand

the underlying needs of their customers through studying their

archetypes.

Good Advertising is no longer about selling. It’s about inspiring. It’s

no longer about brand stories. It’s about people stories.

We all want a best friend that understands, helps and inspires us.

Your goal as a brand is to be that friend. Your products and services

are simply a means to a much more powerful end goal: To make the

lives of your customers better.

ARCHETYPE CHEAT SHEET

EVERYMAN: The typical, ordinary human beings among us who

strive to belong and feel accepted through humility and hard work.

Brands that connect: IKEA, Southwest, Trader Joes

THE SAGE: The wisest information-seekers among us who aim to

understand the world and share their knowledge to help improve

lives. Brands that connect: Google, Rosetta Stone, Apple

MAVERICK: The rebels among us who go against the grain of

conformity by living a rich, authentic life free from establishment.

Brands that connect: Harley Davidson, Diesel, Virgin Airlines

CREATOR : The artists, designers and makers among us who thrive

on expressing themselves and their individuality. Brands that

connect: Lego, Adobe, Home Depot

EXPLORER: The adventurers among us who seek to experience a

more fulfilling, spontaneous, story-filled life. Brands that connect:

Taco Bell, Airbnb, National Geographic

LOVER: The sensualists among us who thrive on seduction, beauty

and adjectives you can almost taste, smell or touch. Brands that

connect: Godiva, GUESS Jeans, Herbal Essences

JESTER: The entertainers and comedians among us who lighten the

mood and help others enjoy life to the fullest. Brands that connect:

M&M’s, Sour Patch Kids, Cheetos

MAGICIAN: The visionaries among us who transform dreams into

reality. Brands that connect: Disney, Dyson, Polaroid

HERO: The champions among us who lead by example and never

settle for anything less than their very best. Brands that connect:

Nike, FedEX, Red Bull

RULER: The elite upper class among us who enjoy the finer things

in life, within a community based on luxury, power and exclusivity.

Brands that connect: American Express, Brooks Brothers, Forbes

INNOCENT – The purest among us who spread optimism and joy

to all by appreciating the simple things in life. Brands that connect:

Dove, Snuggle, Pillsbury

CAREGIVER: The selfless servants among us whose sole driving

purpose is to help others. Brands that connect: TOMS, Campbell’s,

Mr. Clean

ADDITIONAL SOURCES

Wikipedia – Joseph Campbell -

https://en.wikipedia.org/wiki/Joseph_Campbell

Hero’s Journey Ted Talk -

https://www.youtube.com/watch?v=Hhk4N9A0oCA

Story Wars -

https://www.youtube.com/watch?v=RPKzF2tFgfs

Social Symphony Presentation at iMedia -

Moz -

https://moz.com/blog/the-power-of-archetypes-in-marketing

Soul Craft -

http://www.soulcraft.co/essays/the_12_common_archetypes.html

Steve Jobs Speech -

https://www.youtube.com/watch?v=keCwRdbwNQY