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5 myths about brand archetypes

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Page 1: 5 myths about brand archetypes

@opento

Five mythsaboutbrand

archetypesand how to dispel the myths

Page 2: 5 myths about brand archetypes

Sandra Pickering is an expert in branding and brand strategy and a leader in the practical application of neuromarketing (psychology, neuroscience and data analytics) to business issues.

Following a successful career in marketing at Unilever, Mars, Quaker Oats and The Body Shop, Sandra has consulted with many famous brands across consumer goods, financial services, technology, ecommerce, retail and not-for-profit businesses.Her background in psychology, neurophysiology and marketing science has enabled her to develop unique tools and frameworks for brands.

You can work with Sandra as an expert online at opento

opento: who are we?

Stephanie Creff is an expert in consumer behavior and a leader in building teams and practical tools to make consumer insights actionable.

Stephanie had a successful career in research, consumer insights and strategy across the aeronautics and consumer goods industries, before joining the opento team.

Her background is in aeronautical engineering, where she gained in-depth practical experience of data modeling and statistical analysis.

You can work with Stephanie as an expert online at opento

Page 3: 5 myths about brand archetypes

The idea of brand archetypes took off amongst marketers more than a decade ago, soon after Mark & Pearson wrote this superb book.

At opento we know the power of archetypes…

Page 4: 5 myths about brand archetypes

WHY?... so we often

wonder

are archetypes not used by more

people?

Page 5: 5 myths about brand archetypes

THE FIVE MYTHS

Page 6: 5 myths about brand archetypes

MYTH #1Archetypal branding is not SCIENTIFIC

it’s a bit fluffy and woolly

Page 7: 5 myths about brand archetypes

#1: in fact, it is supported by modern neuroscience and neuropsychology

As Jung suggested, we make decisions non-consciously, tapping into common emotional patterns

Many patterns are innate and universal as Jung claimed.

(Even liking and disliking foodstuffs)

As Joseph Campbell said, storytelling builds strong memories.

We now know our memory tells stories too

Page 8: 5 myths about brand archetypes

Neuroscience of adolescence

+Archetypal tensions

A time to try new brands

Page 9: 5 myths about brand archetypes

MYTH #2It’s all about PERSONALITY

or character or charisma

Page 10: 5 myths about brand archetypes

#2: in the competitive marketplace, personality isn’t enough - brands must

deliver too

Sometimes, it is useful to compare brand personality to human personality but a brand is not really a person!

Brands need to deliver against customer needs: and every strong brand delivers functionally and emotionally

A satisfying brand experience creates and reinforces powerful emotional patterns and neuronal associations

Page 11: 5 myths about brand archetypes

Pleasure and neuroscience

not just personality

Delivering satisfaction

Page 12: 5 myths about brand archetypes

MYTH #3There are

(only) 12 archetypes

obviously that must stifle creativity

Page 13: 5 myths about brand archetypes

#3: in fact, there are thousands of possible brand positioning archetypes

The 12 archetypes of the Mark and Pearson model are map territories: there are many positions within each territory

Brilliant creative teams have developed many different executions within each territory – and across territories

It’s not just about advertising and communication: creative product design is key

Page 14: 5 myths about brand archetypes

The psychology of the Love Triangle

There are many types of love

And many types of

lover brands

Page 15: 5 myths about brand archetypes

MYTH #4It’s all about

ADVERTS

“Archetypes are mainly useful for brand stories”

Page 16: 5 myths about brand archetypes

#4: archetypal meaning lives internally and externally through all touch-points

Product philosophy

Product range and innovation aligned with brand meaning.

e.g., Dove Pro-age

Storytelling

A brand story that belongs in the correct archetypal world.

e.g., Nike’s heroic battles

Internal engagement

Employer and employee behavior and values aligned to the archetype

e.g., The Body Shop Activist

Page 17: 5 myths about brand archetypes

MYTH #5It’s really

EASYto choose a brand archetypeGrab a template, follow a process and have a go

Page 18: 5 myths about brand archetypes

#5: your brand deserves care and attention

There are some great templates and processes but…

The brand archetype must make sense psychologically

The brand archetype must make sense strategically

Page 19: 5 myths about brand archetypes

All 3 matter

CUSTOMER

BRAND VISION

MARKET CONTEXT

Page 20: 5 myths about brand archetypes

THE FIVE TRUTHS ABOUT BRAND ARCHETYPES

Archetypes are rooted in

neuroscience

Brands deliver: it’s not just about

personality

There are 1000s of possible

archetypes

Archetypes drive implementation across all touch-

points

They must be based in customer, brand and market

Page 21: 5 myths about brand archetypes

Training Bespoke consulting

Experts online

visit: www.opento.com to access our experts

directly online

Need expert support? opento offers you:

contact: [email protected]

contact: memberservices

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Page 22: 5 myths about brand archetypes

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