Segmentation and brand archetype
Posted: Mon Dec 23, 2024 4:15 am
Mentor The Truth Knowledge, truth, justice Quest, Nexus
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Brands and Archetypal Characters
The impact of an archetype therefore makes it attractive to base a brand on archetypal characters. This way, they fit into an existing mental frame, making them easier to recognize and more impactful – after all, they evoke strong emotions. They are also better remembered and can count on more sympathy. Take the Hero for example: courageous, purposeful, persistent, combative, fearless. Who wouldn’t want to be a hero?
From our childhood onwards, we are fed stories in which archetypes play a role. The wise, clever inventors who discover special things for the well-being of humanity. Fearless adventurers who go out into the world to discover new things. Clowns who play silly pranks. Stories are still the means to bring archetypes to life. Corporate story, brand story and product story: they are all basic stories about a company, brand or product, which serve as the basis for all brand touchpoints. The places where the target group comes into contact with a brand. Zlatan in his Volvo is in fact also such a mini-story.
Not every archetypal character can count on the same sympathy from every target group, research shows. For example, the Caregiver has more appeal to women, the Group Person is more guatemala phone numbers popular with people over 50 and yes, it is surprising that owners of the tough car brands feel much more attracted to the Rebel. Archetypal characters therefore also connect with specific segments in markets. As a brand, you have the opportunity to play with that fact. This is how it can happen that we suddenly see Zlatan Ibrahimović racing through a rugged Swedish mountain landscape in a Volvo. And Volvo does more tough things, such as with Jean-Claude Van Damme and company cars. Volvo does this to get a broader range of emotions that are experienced with the Volvo brand and thus potentially broaden the buying public.
Volvo Zlatan
Image via Volvo
Archetype, brain function and decisions
I find the connection of archetypes with insights from depth psychology interesting. Because why do archetypes work like this? They appeal to deeper motives. The hero plays on our need for courage, fighting spirit and perseverance. Our urge for autonomy. The adventurer on our need for excitement, curiosity and freedom. Our urge for excitement. The Group Man is the opposite with his need for stability, loyalty and security. Our urge for certainty.
1 to 10 of 12 resultsPreviousNext
Brands and Archetypal Characters
The impact of an archetype therefore makes it attractive to base a brand on archetypal characters. This way, they fit into an existing mental frame, making them easier to recognize and more impactful – after all, they evoke strong emotions. They are also better remembered and can count on more sympathy. Take the Hero for example: courageous, purposeful, persistent, combative, fearless. Who wouldn’t want to be a hero?
From our childhood onwards, we are fed stories in which archetypes play a role. The wise, clever inventors who discover special things for the well-being of humanity. Fearless adventurers who go out into the world to discover new things. Clowns who play silly pranks. Stories are still the means to bring archetypes to life. Corporate story, brand story and product story: they are all basic stories about a company, brand or product, which serve as the basis for all brand touchpoints. The places where the target group comes into contact with a brand. Zlatan in his Volvo is in fact also such a mini-story.
Not every archetypal character can count on the same sympathy from every target group, research shows. For example, the Caregiver has more appeal to women, the Group Person is more guatemala phone numbers popular with people over 50 and yes, it is surprising that owners of the tough car brands feel much more attracted to the Rebel. Archetypal characters therefore also connect with specific segments in markets. As a brand, you have the opportunity to play with that fact. This is how it can happen that we suddenly see Zlatan Ibrahimović racing through a rugged Swedish mountain landscape in a Volvo. And Volvo does more tough things, such as with Jean-Claude Van Damme and company cars. Volvo does this to get a broader range of emotions that are experienced with the Volvo brand and thus potentially broaden the buying public.
Volvo Zlatan
Image via Volvo
Archetype, brain function and decisions
I find the connection of archetypes with insights from depth psychology interesting. Because why do archetypes work like this? They appeal to deeper motives. The hero plays on our need for courage, fighting spirit and perseverance. Our urge for autonomy. The adventurer on our need for excitement, curiosity and freedom. Our urge for excitement. The Group Man is the opposite with his need for stability, loyalty and security. Our urge for certainty.