AcuPOLL Research, Inc.

Background on Archetypes

Project Background
Brand X is looking for a way to increase revenue by stealing share from the category leader, Brand Y. In order to do that, Brand X needs to nd a way to differentiate itself from Brand Y. On the surface, the two brands look very similar to each other in terms of brand equity and products/services offered. To nd that point of difference, we enlist the help of Archetypes, with the objective of going beyond the rational and unearthing consumers emotional positionings toward the brands. The following slides detail what the 12 Archetypes are, as well as the results of the study.

Background on Archetypes
An archetype is a simple, universally understood human truth that has stood the test of time. In branding, it is the lter that determines how the brand will behave or react to outside inuences. Mark & Pearson, in their book, The Hero and The Outlaw, identied twelve archetypes that are useful for branding purposes; on the following slides is a brief summary of each.

RULER

INNOCENT

CREATOR

EXPLORER SAGE

CAREGIVER

JESTER

HERO

LOVER

OUTLAW

REGULAR GUY MAGICIAN

Background on Archetypes Yearning for Paradise

These archetypes are united by the belief that there is a better world out there, and are dened by what that world is, and how they seek it.

The Innocent
The Innocent archetype stands for purity and goodness, and the belief in a utopian paradise where everyone is kind and happy. Examples: Breyers ice cream, Ivory Soap, Cotton

The Explorer
The Explorer archetype stands for adventure and exploration (both literal and gurative), and the belief that something better is just over the next hill. Examples: Jeep, Starbucks

The Sage
The Sage archetype stands for wisdom and knowledge, and the belief that we can make the world a better place through knowledge. Examples: The New York Times, Google
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Background on Archetypes Leave a Thumbprint

These archetypes are all about change, and are typically fascinating, powerful symbols of ways to make ones mark on the world.

The Hero
The Hero stands for bravery, strength, overcoming adversity and protecting those in need of help, even to the point of self-sacrice. Examples: The Marines, Nike, Federal Express

The Outlaw
The Outlaw is the rebel and the bad boy, and while there certainly is a dark side to this character, it is also compelling and captivating to consumers looking for an escape from the everyday. Examples: Harley Davidson, Captain Morgan

The Magician
The Magician stands for making the impossible, possible, and is typied by dramatic, astonishing transformations and the belief that miracles can happen. Examples: Disney, Coke, Weight Watchers
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Background on Archetypes No Man is an Island

These archetypes are relationship-based and are identied by the way consumers interact with them, and vice-versa, as well as the way their customers interact with those around them.

The Regular Guy/Gal

The Regular Guy/Gal is an egalitarian who doesnt feel like he/she needs any special bells and whistles, and who just wants to t in. Examples: Lee denim, GEICO, Miller High Life

The Lover
The Lover stands not only for romance and sexual attraction, but also luxurious, decadent experiences of any kind. Examples: Victorias Secret, Godiva chocolate

The Jester
The Jester reminds us to lighten up. Jester brands and personalities are fun, spontaneous and playful. Examples: Bud Light, Burger King, Pepsi
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Background on Archetypes Providing Structure to the World

These archetypes are united by a desire to impose stability and structure to the world, and to try to make the world a better place by doing it.

The Caregiver
Most readily identied as Mom, the Caregiver represents brands that support and nurture us, and that allow us to nurture others. Examples: Campbells Soup, The Red Cross

The Creator
The Creator seeks to exert control on the world through art that makes it more beautiful or inventions that make it more productive, and encourages each of us to express ourselves. Examples: Crayola, Martha Stewart, Sherwin-Williams

The Ruler
The Ruler is the one with the power, and provides authority and structure, imposing their will on those around them. Examples: Microsoft, American Express, Cadillac
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The AcuPOLL Approach to Archetype Testing

We have developed a list of 48 emotion-based characteristics that can be linked to specic archetypes. Consumers are exposed to this list and asked to pick the Top 5 terms that they most closely associate with a given brand or stimulus. These are reported as a percent of the sample picking in Top 5.

Then, consumers rate the strength of their association with each term, on a 0-10 scale. This is reported in our outputs as Intensity.

Next, consumers are asked to narrow down their selection further, by selecting two words from their individual list of ve. These are reported as a percent of the sample picking in Top 5. An optional nal step is to ask consumers to explain why they selected these terms, which can provide insight into why a brand is associated with a given archetype.

Brand X Results
Archetype Analysis
Among those with above average familiarity (n=111)

Primary

Summary Top 5 Top 2

Regular Guy/Gal

169
29% 40% 7.8

Intensity
Practical Sensible Street-smart

15.8% / 8.4 7.7% / 7.9 0.6% / 6.6 Summary Top 5 Top 2 Intensity
Creative Inventive Imaginative Inspired

Down-to-earth 10.6% / 8.1

Secondary

Summary Top 5 Top 2

Sage

Intensity
Smart Wise Enlightened

18% 18% 7.9

4.5% / 8.1 1.5% / 7.6 0.5% / 7.5 Summary

88

Caregiver Summary 53
Top 5 Top 2 Intensity
Supportive Considerate Compassionate Nurturing

12% 13% 7.0

Creator 47
13% 9% 7.7

Well-Informed 12.0% / 8.6

8.2% / 8.8 3.4% / 7.8 0.7% / 7.0 0.2% / 4.3 Summary

5.5% / 8.3 2.6% / 7.6 2.1% / 8.2 0.7% / 6.8

Tertiary

Ruler 30 Lover Summary 3

Summary

Innocent 28 Hero Summary 0

Explorer 7 Outlaw Summary 0

Jester 5 Magician Summary 0

Summary

Summary Score: 30+ = Archetype is Represented / 50+ = Significant Response / 100+ = Very Strong) Top 5/Top 2: % of Total Responses Represented by Each Group Intensity: Average for Each Group - (0) Not Intense At All/(10) Very Intense Individual Emotion Analysis: Weighted Average % of Sample Selecting within Top 5 and Top 2 / Mean Intensity Score

Brand Y Results
Archetype Analysis
Among those with above average familiarity (n=94)

Primary

Summary Top 5 Top 2

Regular Guy/Gal

Intensity
Practical Sensible Street-smart

30% 33% 7.6

145

16.3% / 8.4 4.9% / 7.9 1.8% / 6.1 Summary Top 5 Top 2 Intensity
Creative Imaginative Inventive Inspired

Down-to-earth 8.2% / 8.2

Secondary

Summary Top 5 Top 2

Sage

Intensity
Smart Enlightened Wise

14% 16% 6.8

3.7% / 7.4 0.6% / 7.0 0.6% / 4.8

62

Creator 52
14% 11% 7.4

Well-Informed 10.2% / 8.0

4.2% / 7.7 2.9% / 7.5 3.2% / 7.2 1.9% / 7.2

Tertiary

Innocent Caregiver Ruler Outlaw Summary Summary Summary Summary 29 28 27 22 Jester Explorer Magician Lover Hero Summary Summary Summary Summary Summary 9 6 4 1 1

Summary Score: 30+ = Archetype is Represented / 50+ = Significant Response / 100+ = Very Strong) Top 5/Top 2: % of Total Responses Represented by Each Group Intensity: Average for Each Group - (0) Not Intense At All/(10) Very Intense Individual Emotion Analysis: Weighted Average % of Sample Selecting within Top 5 and Top 2 / Mean Intensity Score

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Differences - Primary Archetype

Regular Guy/Gal

Summary Top 5 Top 2

169
29% 40% 7.8

Brand X

Intensity
Practical Sensible Street-smart

15.8% / 8.4 7.7% / 7.9 0.6% / 6.6

Down-to-earth 10.6% / 8.1

Both brands primarily share a Regular Guy/Gal Archetype, with Brand X being directionally stronger.

Summary Top 5 Top 2

Regular Guy/Gal

Brand Y

Intensity
Practical Sensible Street-smart

30% 33% 7.6

145

16.3% / 8.4 4.9% / 7.9 1.8% / 6.1

Down-to-earth 8.2% / 8.2

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Differences - Secondary Archetype

Summary Top 5 Top 2 Intensity
Smart Wise Enlightened

Sage

18% 18% 7.9

4.5% / 8.1 1.5% / 7.6 0.5% / 7.5

88

Caregiver Summary 53
Top 5 Top 2 Intensity
Supportive Considerate Compassionate Nurturing

Brand X

12% 13% 7.0

Creator Summary 47
Top 5 Top 2 Intensity
Creative Inventive Imaginative Inspired

13% 9% 7.7

Well-Informed 12.0% / 8.6

8.2% / 8.8 3.4% / 7.8 0.7% / 7.0 0.2% / 4.3

5.5% / 8.3 2.6% / 7.6 2.1% / 8.2 0.7% / 6.8

Both Brand X and Brand Y are seen by consumers as having secondary Archetypes of Sage and Creator. However, Brand X is seen as signicantly more of a Sage, in both strength and intensity.

Summary Top 5 Top 2

Sage

Intensity
Smart Enlightened Wise

14% 16% 6.8

3.7% / 7.4 0.6% / 7.0 0.6% / 4.8

62

Brand Y

Summary Top 5 Top 2

Creator 52
14% 11% 7.4

Intensity
Creative Imaginative Inventive Inspired

Well-Informed 10.2% / 8.0

4.2% / 7.7 2.9% / 7.5 3.2% / 7.2 1.9% / 7.2

Perhaps the biggest difference between the two brands is the discovery that Brand X is seen by consumers as being a Caregiver. This insight should guide messaging strategy and tonality, as well as sponsorship alignment and activation.
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