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The Power of Brand Archetypes in Marketing

The Power of Brand Archetypes in Marketing

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The Power of Brand Archetypes in Marketing

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  1. The Power of Brand Archetypes in Marketing

  2. Carl Jung • Carl Jung, a 20th century psychiatrist, developed an understanding of archetypes as being “ancient or archaic images that derive from the collective unconscious. • A limitless amount of archetypes exist in brand marking, literature, film. • Why??!

  3. The Creator • Core Desire: To create something of enduring valueGoal: To give form to a visionReal Life Studiobanks Example:Reaching Quiet's website is a reflection of the firm's forward-thinking products and innovative designs.

  4. Think:Lego, Movado, Crayola

  5. Caregiver • Goal: To help othersReal Life Studiobanks Example: In partnership with BooneOakley, we tapped into our inner Caregiver to create JapanSaver.com, a site designed to sustain awareness and encourage donations to the earthquake and tsunami victims.

  6. Think: Marriott, Johnson’s Baby Shampoo, GE

  7. The Outlaw • Core Desire: To seek revenge or start a revolutionGoal: To destroy what is not working (for the Outlaw or the society)Real Life Studiobanks Example: As one of NASCAR's top drivers, Greg Biffle has a reputation to live up to. His site is unconventionally sleek and helps him flaunt his rebel persona.

  8. Think: Harley-Davidson, Jack Daniels…

  9. Now, for your assignment…