From the theory of these archetypes where the phenomenon of amorality (the shadow), the feminine unconscious of man and the masculine unconscious of woman (anima and animus), the public image (persona) or the objective of finding the self is discussed. (finding oneself) various human elements can be derived as “pure types” that result in a series of values, meanings and personality traits.
In terms of marketing and associated with brands, 12 universal archetypes can emerge:
1. Innocent (free to be yourself) which is based on the objective of being happy based on faith and optimism, is associated with brand identity based on simplicity, nostalgia, childhood (McDonalds).
2. The ordinary guy (all men and women are created equal) whose basic desire is connection between people and whose strategy is based on common sense, empathy and realism, always seeking a feeling of belonging to the brand but without ostentation or aspirationality (IKEA).
3. Explorer (don't put a fence in my life that I can't jump over) whose objective is based on the freedom to find oneself through the exploration of the world we live in, express individuality from authenticity and whose greatest fear is conformity ( Jeep, Virgin)
4. Sage (the truth will set you free) whose objective is to use intelligence and analysis to understand the world and where information and knowledge is the analytical basis of the understanding process (McKinsey, Hamilton)
5. Hero (where there is a will, there is a way) whose goal is to prove his worth through heroic acts, try to dominate the market from a position that improves the world, he is a winner but always playing from the team (Nike)
6. The guy outside the law (rules are made to be broken) whose objective is to revolutionize rebellion and wild man behavior, breaking any idea of conventionalism (Diesel, Harley-Davidson).
7. Magician (I make things happen) whose goal is to make things come true, trying to be the charismatic leader with the ability to develop a vision and live by it, brands whose implicit promise is to transform customers (Axe)
8. The lover (you are the only one, “you are the one”) whose objective is to be in relationship with people in a pleasant environment, branded as a desire to please lived with passion and enthusiasm whose ultimate function is to help people feel desired (Alfa Romeo, Martini, L'Oreal, Häagen-Dazs)
9. The jester (you only live once) absolute “carpe diem”, enjoy the moment from joy, fun as a joker, full enjoyment from a light perspective of responsibilities (Fanta, Coca Cola)
10. The caretaker (you will love your neighbor as yourself) whose objective is to protect and care for others, a supportive and in some cases altruistic brand, a brand with a clear vocation and paternal figure (Volvo, Doctors Without Borders, Mapfre)
11. The creator (if you can imagine it, it can be done) whose objective is to create products of lasting value through creating its own culture based on imagination and creativity, promoting self-expression of customers, an organization with creative culture and skill development ( Apple, Sony, Lego, Swatch)
12. The governor (Power is the only thing that matters) whose strategy is to create leadership from responsibility and control, brands that offer an almost lifelong guarantee from the generation of product success seen from a perspective of security and stability (Mercedes, BMW, IBM )
We can derive a positioning plan of archetypes based on the values and meanings of personality with the objective of understanding our position in the market compared to the competition as the ultimate guarantor of a differentiated value proposition.
It is interesting to define our brand archetype that, together with the values and meanings, gives us an element that must be unique and that is part of our genetic DNA as a brand, therefore, it must permeate the entire essence of the company, from within (employees ) and from outside (products and services we offer).
Jordi Crespo
Hamilton Managing Partner
