Get Freedom From The Burden Of Marketing With Amy Zander
Using Archetypes To Clarify Your Brand Message
An archetype is a universally understood concept that is powerful and evokes emotion which is exactly what all of us want our brands to do so archetypes have been defined over the centuries by very smart people like Carl Jung.
There are 12 main archetypes that have been defined throughout all cultures because they exist in all cultures.
The 12 Archetypes
Nike Example – The Hero
In Greek mythology, Nike was a goddess who personified victory in any field including art, music, war, and athletics. She is often portrayed in Greek art as Winged Victory in the motion of flight.
Just Do It
The eponymous slogan refers to bold action. A hero is one who takes action despite the odds.
How Nike Speaks To Customers Through Branding
- You Can Become The Hero
- You Can Change
- Great Things Are Possible
- Keep Going
How To Develop Your Own Brand Based On An Archetype
Amy’s process is to take all members of the organization through that questionnaire independently of each other.
Then they schedule a 90-minute brand session which is a giant brainstorming session where they go through all different aspects of their business.
A lot of words get put up on the board and are color coded.
99% of the time the archetype magically reveals itself at the end of that.