Brand Archetypes Lecture Notes

Introduction

• Speaker: Stephen Houraghan, BrandMasterAcademy.com
• Topic: Understanding brand archetypes through a scientific lens to gain competitive advantage.
• Call to action: Subscribe for brand strategy tips.
• Reference to a free brand archetypes cheat sheet.

Understanding Brand Archetypes

• Definition: Twelve archetypes representing collective unconscious personality traits.
• Importance in modern branding strategies.
• Overview of archetypes recognizable in daily life, stories, and brands.

Overview of Archetypes

1. The Outlaw

   • Characteristics: Rebellious, seeks freedom and change, dislikes rules.
   • Examples: William Wallace in Braveheart, Harley Davidson brand.

2. The Magician

   • Characteristics: Mystical, powerful, secretive about knowledge.
   • Examples: Gandalf from Lord of the Rings, Disney brand.

3. The Hero

   • Characteristics: Determined, courageous, desires to win.
   • Examples: Maximus from Gladiator, Nike brand.

4. The Lover

   • Characteristics: Seeking intimacy, sensual, affectionate.
   • Examples: Romeo from Romeo and Juliet, Victoria's Secret brand.

5. The Jester

   • Characteristics: Fun-loving, seeks laughter and positivity.
   • Examples: Will Ferrell in Anchorman, Old Spice brand.

6. The Everyman

   • Characteristics: Normal, humble, wishes to belong.
   • Examples: Will Smith in The Pursuit Of Happiness, IKEA brand.

7. The Caregiver

   • Characteristics: Selfless, kind, desires to help others.
   • Examples: Mother Teresa (historical), WWF, UNICEF brands.

8. The Ruler

   • Characteristics: Authoritative, controlling, values success and status.
   • Examples: Don Corleone in The Godfather, Mercedes brand.

9. The Creator

   • Characteristics: Innovative, imaginative, values creativity.
   • Examples: Willy Wonka from Charlie and the Chocolate Factory, Apple brand.

10. The Innocent

• Characteristics: Desires safety, purity, and simplicity.
• Examples: Maria from The Sound of Music, Aveeno, The Body Shop brands.

11. The Sage

• Characteristics: Knowledgeable, wise, desires to share wisdom.
• Examples: Yoda from Star Wars, Google brand.

12. The Explorer

• Characteristics: Adventurous, independent, seeks new experiences.
• Examples: Indiana Jones, Patagonia, Jeep brands.

Conclusion

• Personal connection to archetypes; each individual may resonate with certain archetypes.
• Archetypes are effective in building strategic and emotionally connected brands.
• Reminder to download the cheat sheet for practical application of brand archetypes.
• Engagement: Comments section open for sharing experiences and challenges with brand archetypes.

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