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Brand Archetypes

Published on Nov 18, 2015

An overview of the 12 brand archetypes with examples, and how they can be used as storytelling tools to guide or clarify a brand's mission and message.

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PRESENTATION OUTLINE

1.

BRAND ARCHETYPES

An Introduction
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Archetypes are building blocks for stories

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That have resonated throughout history

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And around the globe

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Based on the work of Carl Jung

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and Joseph Campbell

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Margaret Mark and Carol Pearson applied the theory to brands

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Archetype analysis is a powerful tool for clarifying a brand's mission and message.

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It can be used to bring a new brand to life, or to refocus and revitalize an existing one.

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ARCHETYPES

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EXPLORER

Chart New Territory
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Patagonia

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Trader Joe's

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SAGE

Share Wisdom
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The New York Times

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MythBusters

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INNOCENT

Pure and simple
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Volkswagen

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Method

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HERO

Save the Day
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Nike

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Toms

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MAGICIAN

Transform ordinary to extraordinary
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Oil of Olay

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Instagram

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REBEL

Break the Rules
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Harley Davidson

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Virgin Airlines

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EVERYMAN

Keep it Real
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Gap

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Ikea

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JESTER

Lighten Up
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Pepsi

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Ben & Jerry's

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LOVER

Indulge the Senses
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Haagen-Dazs

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Phaidon

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CAREGIVER

Nurture and Protect
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Volvo

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Whole Foods

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CREATOR

Unleash Beauty
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Crayola

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Anthropologie

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RULER

Order and Control
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Rolex

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Uber

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POWERFUL STORIES AND BRANDS

Spring from these archetypes
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ALL RESONATE

For different reasons
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LABELS

Don't get hung up on the
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POSITIVE OR NEGATIVE

None are inherently
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CATEGORY

First, think about your
Photo by haagenjerrys
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COMPETITION

Map out your
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Untitled Slide

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BUILD AROUND

Identify a primary archetype to
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FOCUS AND DIRECTION

Align around it for
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MAKE IT YOURS

Develop a unique personality to
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Be careful

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Not to send mixed messages

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NORTH STAR

Your archetype is your
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FIND YOUR BRAND'S NORTH STAR

Catherinefcarr@me.com @mamatweeta
Photo by Free HDR & Photomanipulations - www.freestock.ca

Catherine Carr

https://www.haikudeck.com/vitamin-c-creative-portfolio-business-presentation-LEEXVKdNwE