Me, myself and I

(a personal growth journey…)

Plant, Grow and Cultivate the Knowledge of ME

Archetypes

What is an Archetype?
The term "archetypes", as it is used in marketing today, has its origins in Carl Gustav Jung. He believed that universal, mythic characters— archetypes— reside within the collective unconscious of people the world over. Archetypal images represent fundamental human desires and evoke deep emotions. There are 12 archetypes which symbolizes a basic human need, aspiration or motivation. Each type has its own set of values, meanings and personality traits.

What does an Archetype?

Stereotype

Archetype

RISK CHANGE
The OUTLAW

The Magician

The Explorer

DISCOVERY KNOWLEDGE
The Innocent

Transform own power to own view Rebellion Non- Conventional The Jester (Joker)

Discovery Independence The Sage Optimism Innocence - Purity The Creator

The Member

Fun - Playfulness Utility - Belonging The Lover

Discover the Truth Vision -Creativity The Hero or The Warrior

BELONGING

The Ruler The Caregiver Intimacy Communication Pleasure

Challenge Achievement Care Protection Power - Responsibility

CARE

STRUCTURE

Archetype Narratives
Core Desires
Risk – Change – Mastery
Desire to have a special Impact into the world Live in the Moment! Jester

Narratives
Affect transformation

Brake the rules!

Magician

Outlaw

Discovery – Knowledge
Desire to be yourself and Find out about the world

Be good, safe!

Expend Horizons

Innocent

Explorer

Discover the Truth

Sage

People – Belonging – Care
Desire to belong and feel valued

Fitting-in with others

Find & give Love

Member

Lover

Protecting Others Caregiver

Stability – Structure
Desire to feel safe and in control

Be brave!

Warrior Hero

Create enduring values

Leadership & Control

Creator

Ruler

Brand & Archetype
Brand fuse archetypes and messaging:

1.

Focus on what consumers want to be. Most
people have in mind and archetypal character that, on some level, they strive to become. Messaging can provide assurance of that goal.

2.

Choose

advocates

that

are

embody

an

archetype that’s in-line with your brand image. If you’re brand is a “hero,” then find yourself a modern-day Odysseus. 3. Use a brand persona that reflects your brand’s

archetype. If you have a persona constructed with
archetypes in mind, archetypal messaging will naturally follow.

Organizational Archetypes
Member Magician

Jester
Lover

People
Organizational Completion

Results

Hero
Outlaw

Innocent
Sage Explorer

Creator

Learning

Stabilizing

Caregiver Ruler

Archetypes & Organizations
The OUTLAW
Motto: Rules are made to be broken Core desire: revenge or revolution Goal: to overturn what isn't working Greatest fear: to be powerless or ineffectual Strategy: disrupt, destroy, or shock Weakness: crossing over to the dark side, crime Talent: outrageousness, radical freedom The Outlaw is also known as: The rebel, revolutionary, wild man, the misfit, or iconoclast The Outlaw strengths in brand's identity :  has customers or employees who feel disenfranchised from society  helps retain values that are threatened by emerging ones, or paves the way for revolutionary new attitudes  is low to moderately priced  breaks with industry conventions

The Jester (Joker)
The Jester strengths in brand's identity : Motto: You only live once Core desire: to live in the moment Goal: to have a great time and lighten up the world that give people a sense of belonging  that help people have a good time Greatest fear: being bored or boring others  that are low or moderately priced Strategy: play, make jokes, be funny  that are produced by a fun-loving company Weakness: frivolity, wasting time  that need to be differentiated from selfTalent: joy important, overconfident established brands The Jester is also known as: The fool, trickster

The Magician
Motto: I make things happen. The Magician strengths in brand's identity : Core desire: understanding the laws of the universe Goal: to make dreams come true  its implicit promise is to transform customers Greatest fear: unintended negative consequences  it is consciousness-expanding Strategy: develop a vision and live by it  it is user-friendly Weakness: becoming manipulative  has spiritual connotations Talent: finding win-win solutions  it is a very new, contemporary product The Magician is also known as: The visionary  it is medium- to high-priced

Archetypes & their value to organizations
The Explorer
Motto: Don't fence me in The Explorer strengths in brand's identity : Core desire: the freedom through exploring the world Goal: to experience a better, more fulfilling life  helps people feel free, nonconformist Biggest fear: getting trapped, conformity , inner emptiness  is rugged and sturdy or for use in the great Strategy: journey, experiencing new things, outdoors or in dangerous settings escape from boredom  can be purchased from a catalog or on the Weakness: aimless wandering, becoming a misfit Internet Talent: autonomy, ambition, being true to one's soul  helps people express their individuality The explorer is also known as: The seeker, iconoclast,  can be purchased for consumption on the go wanderer

The Innocent
Motto: Free to be you and me The Innocent strengths in brand's identity : Core desire: to get to paradise Goal: to be happy  offer a simple solution to an identifiable Greatest fear: to be punished for doing something bad problem are associated with goodness, Strategy: to do things right morality, simplicity, nostalgia or childhood Weakness: boring for all their naive innocence  are low or moderately priced are produced by Talent: faith and optimism a company with straightforward values need The Innocent is also known as: Utopian, traditionalist, to be differentiated from brands with poor naive, mystic, saint, dreamer. reputations.

The Sage strengths in brand's identity : Motto: The truth will set you free Core desire: to find the truth.  that provide expertise or information to Goal: to use intelligence & analysis to understand the world. customers Biggest fear: being duped, misled—or ignorance.  that encourage customers to think Strategy: seeking out information and knowledge;  that are based on new scientific findings or self-reflection and understanding thought processes. esoteric knowledge Weakness: can study the details forever and never act.  that are supported by research-based facts Talent: wisdom, intelligence.  want to differentiate themselves from others The Sage is also known as: The expert, scholar whose quality or performance is suspect

The Sage

Archetypes & their value to organizations
The Member
Motto: All men and women are created equal Core Desire: connecting with others Goal: to belong Greatest fear: to be left out or to stand out from the crowd Strategy: develop ordinary solid virtues Weakness: losing one's own self in an effort to blend in or for the sake of superficial relationships Talent: realism, empathy, lack of pretense The Member is also known as: The regular Guy/ Gal The Member strengths in brand's identity :     that give people a sense of belonging with an everyday functionality with low to moderate prices produced by a solid company with a downhome organizational culture  that need to be differentiated in a positive way from more elitist or higher-priced brands

The Lover
The Lover strengths in brand's identity : Motto: You're the only one Core desire: intimacy and experience  it helps people belong, find friends or Goal: being in a relationship with the people, partners work and surroundings they love  it's function is to help people have a good Greatest fear: being alone, a wallflower, unwanted, unloved time Strategy: to become more and more physically  it is low to moderately priced and emotionally attractive  it is produced by a freewheeling, fun-loving Weakness: desire to please others at risk of losing own organizational structure identity Talent: passion, gratitude, appreciation, and commitment  it needs to differentiate itself from selfThe Lover is also known as: The partner, friend, intimate important, overconfident brands

The Caregiver The Caregiver strengths in brand's identity :
Motto: Love your neighbour as yourself Core desire: to protect and care for others Goal: to help others Greatest fear: selfishness and ingratitude Strategy: doing things for others Weakness: martyrdom and being exploited Talent: compassion, generosity The Caregiver is also known as: The saint, altruist  it gives customers a competitive advantage  it supports families or is associated with nurturing it serves the public sector, e.g. health care, education, aid programs and other care  helps people stay connected with and care about others and themselves  is a non-profit or charitable cause

Archetypes & their value to organizations
The Hero
The Hero strengths in brand's identity : Motto: Where there's a will, there's a way Core desire: to prove one's worth through courageous acts  that are inventions or innovations that will Goal: expert mastery in a way that improves the world have a major impact on the world Greatest fear: weakness, vulnerability, being a "chicken"  that solve a major social problem or Strategy: to be as strong and competent as possible Weakness: arrogance, always needing another battle to fight encourage others to do so  that have a clear opponent you want to beat Talent: competence and courage  that that are underdogs or challenger brands The Hero is also known as: The warrior, crusader,  that are strong and help people do tough jobs rescuer, superhero, the soldier exceptionally well

The Ruler strengths in brand's identity : Motto: Power isn't everything, it's the only thing. Core desire: control Goal: create a prosperous, successful family or community  it is a high-status product used by powerful people to enhance their power Strategy: exercise power  it makes people more organized Greatest fear: chaos, being overthrown  it offers a lifetime guarantee Weakness: being authoritarian, unable to delegate  it has a regulatory or protective function Talent: responsibility, leadership The Ruler is also known as: The boss, leader, aristocrat,  is moderately to high priced king, queen, politician, role model, manager or administrator  it is a market leader that offers a sense of security and stability in a chaotic world

The Ruler

The Creator
Motto: If you can imagine it, it can be done Core desire: to create things of enduring value Goal: to realize a vision Greatest fear: mediocre vision or execution Strategy: develop artistic control and skill Task: to create culture, express own vision Weakness: perfectionism, bad solutions Talent: creativity and imagination The Creator is also known as: The artist, inventor

The Creator strengths in brand's identity :  it promotes self-expression, gives customers choices and options  it is in a creative field like marketing, public relations, the arts, or technological innovation  your product has a do-it-yourself aspect that saves money  your customer has the time to be creative

Archetypes Language
The Hero or The Warrior The OUTLAW The Caregiver

Harley Spirit! You’re BORN with it.

The Jester (Joker)

The Explorer

The Innocent

Archetypes Language
The Ruler
What the label doesn’t tell you, a sip will. You’re not buying a car. You’re buying a BELIEF.

The Magician

The Member

The Power of All of Us

The Sage

The Creator

The Lover

Without heart. We would be mere machines/

Organization Archetypes Pro & Cos
Structure
Ruler Warrior Hero

Alignment
Management
Financial concerns

Contribution
Individual job performance

Style
One on One
Crossfunctional support

Negative Pattern

Manager-led
Coordinated People

Negative Pattern Negative Pattern Negative Pattern

Part of a force People

People

People

Archetype Chain & Leadership Role
Motivation Leadership
MENTOR
all

STABILITY
feel safe & in control

PEOPLE
belong & feel valued

RESULTS
special impact

LEARNING
find out about

ADMINISTRATOR

FACILITATOR

MANAGER

STAGE 1 Preparation Socialization Archetype
Locates power in the Group & social systems

Caregiver

Member

Warrior Hero

Innocent

STAGE 1I Journey Change Archetype
Takes back personal power & freedom

Creator

Lover

Outlaw

Explorer

STAGE 1II Return Restabilization Archetype

Ruler

Jester

Magician

Sage

Exerts personal power into the world

Archetype Chain in organizational maze
ORDER

GROUP ORIENTED

SELF FOCUSED

CHANGE

Organization Archetypes Pro & Cos
Positive Pattern Negative Pattern

Archetypes

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