Is your brand a hero, lover or a rebel?

Coke inspires. Patagonia awakens the explorer and begs us to experience the natural world. Victoria’s Secret evokes the seductive lover when we buy sexy lingerie. Nike fuels greatness, and charity: water makes us want to donate our birthday money to help change lives.

To the casual consumer, the power that some brands hold seems like a mystery or stroke of luck. The force behind the world’s most influential brands is actually a science–an intentional positioning strategy grounded in years of psychological research. When you find yourself loyal to your favorite brands and inspired by new ones, you’re subconsciously forging a connection with that brand’s archetype. A brand archetype is a personification of a brand on a human level.

According to Dr. Carol Pearson, a leadership consultant, speaker and author, there are 12 individual brand archetypes, and each of them is associated with specific motivations, values, drivers and attributes.

 

The 12 archetypes are:

  • The Caregiver is moved by compassion, generosity and selflessness to help and serve others. eg., Campbell’s, Johnson & Johnson and TOMS shoes.
  • The Every Person believes in the inherent worth and dignity of all–expecting very little from life but committed to teaching through empathy, realism and street smarts. eg., Gap, Habitat for Humanity and Trader Joe’s.
  • The Hero is tough and courageous, overcomes tremendous obstacles and persists in difficult times. They are most fulfilled when they can rise to or overcome a challenge. eg., Nike, Robert Irvine and the U.S. Army.
  • The Innocent is a spontaneous, trusting child who always sees the bright side of a situation and is able to maintain an optimistic, spontaneous, trusting outlook. eg., Charmin, Avon and Hello Kitty.
  • The Explorer moves past the known to explore new, uncharted territories. When crowds go one way, explorers choose a completely different path, embracing the journey rather than the destination. eg., The North Face, Subaru and Starbucks.
  • The Rebel embodies rage about structures that no longer serve, even when these structures are supported by societies and our conscious choices. Rebels are rule breakers and catalysts for change. eg., Harley Davidson, Virgin and Diesel.
  • The Lover lives to experience pleasure, achieve intimacy and follow bliss. eg., Victoria’s Secret, BMW and Godiva.
  • The Creator fosters imaginative endeavors, aiming to express and turn away from mediocrity. eg., HGTV, Canon and Lego.
  • The Jester lives to have a good time, making the most mundane experiences something fun. eg., GEICO, Taco Bell and Skittles.
  • The Sage seeks the truths that will set us free in seeing the world objectively and providing course-corrective solutions based on objective analysis of our actions and choices. eg., CNN, Oprah and The Wall Street Journal.
  • The Magician seeks out the fundamental laws of science and metaphysics to understand how to transform situations, influence people, and transform visions into reality. eg., TED, Disney and AXE.
  • The Ruler inspires us to take responsibility for our own lives in our society and in the world at large by creating environments that invite gifts and perspectives of all concerned. eg., Rolex, Rolls Royce and American Express.

 

Reference: Changing Minds, We Are Motto

IAA Silver Jubilee Summit – Takeaways!

The International Advertising Association (IAA) India chapter marked its 25 years of existence and our own Kochi hosted its 3-day summit – the biggest marketing and communications summit in the country.

IAA Summit

 

Here’s a doggy bag of takeaways from IAA India’s Silver Jubilee Summit held at le Meridien Hotel, Kochi.

1. “Branding is not about advertising… It’s important to build a brand that converges with what’s on ground,” said Amitabh Kant, Secretary, Industrial Policy and Promotion, Government of India. “Brand India will rise if India continues to grow.”

2. “I’d like to thank you for my learnings, and I can’t thank you enough for my earnings,” said the King of Bollywood, SRK. Adding to it, “my belief is that the next big star will not be from the film world or TV world, but will be from the digital world.”

3. Focus on Solutions. Take that extra step. Don’t give up: Sachin Tendulkar (excerpts from Prasoon Joshi‘s interview of Sachin Tendulkar)

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4. Advertising needs a new business model. A new world order is where you make money because you do good. Today’s marketing is about co-creation; tomorrow’s marketing is about co-action. Cindy Gallop, Founder and former Chair of BBH, USA and founder of the MakeLoveNotPorn, New York

5. Put your best in what you do and people reach out themselves to work for you: Ritesh Agarwal, 21-year-old founder of OYO Rooms

6. Think of relevance instead of disruption. Online companies will have limited reach. Only one can become #1: Fernando Ortiz-Ehmann, Senior Strategist, Saffron Brand Consultants, Madrid

7. Social is set to disrupt all that we believed is gospel in marketing . All the four Ps are set to be disrupted But social media cannot make your brand better: Simon Kemp, Regional Managing Director, We Are Social, Singapore

8. It’s not easy for an Indian company to build globally acceptable brands. Understanding the equity of tradition is critical: Sanjiv Puri, President FMCG, ITC Ltd.

9. Engagement and conversation is the essence of a social network like Twitter: Parminder Singh, Managing Director, Twitter (South East Asia/ India/ MENA).

10. Content is no longer about newspapers and magazines. It’s about creating properties that are exclusive. It’s important to be in the Content Business and not the Advertising Business: Rahul Welde, Vice President – Media, Unilever Asia, Africa, Middle East, Turkey & Russia

 

IAA Summit
Whyletz CEO, Mr. Ahmad Vaseem at the WHAT’S COMING NEXT on the second day of the IAA Summit.

The IAA, headquartered in New York, is an integrated advertising trade association with membership representing advertising agencies and the media. It comprises of corporate members, organisational members and educational affiliates, as well as 56 chapters with individual members and young professionals from 76 countries.

 

Sources :
Twitter (#IAASummit) | AFAQS | CAMPAIGNINDIA | DNA