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Category: Archetypes

The Secret Of Making A Ruler Brand Like Mercedes

Posted on by Neosperience Team

Whether you’re selling a soft drink or a politician, what your brand means to people will be as important as its function — if not more so — because it is meaning that tells us “This one feels right” or “This one’s for me”.

Among the archetypes studied so far, the Ruler represents queens, kings, CEO’s, presidents or even capable career mothers. Margaret Thatcher, Winston Churchill, any Supreme Court Justice or anyone with power can be considered the Ruler.

Mercedes Benz, American Express, Microsoft, Brooks Brothers, Citibank and IBM are considered ruler brands. Ruler brands and associated digital customer experience appeal to the customer’s wish to be powerful and important. The ruler identity might be right for your brand if you make a high-status product used by the powerful to enhance their stature, help people become organized or provide stability in our unstable world.

The Ruler archetype likes hierarchical organizations because, in them, you know where you stand. Your role is clearly defined by a job description that tells you what you are supposed to do. You know who reports to you and who your boss is.

Bill Gates (who later in his life evolved into the Caregiver archetype) and Paul Allen purchased an existing system from another company, developed it, and entered into a partnership with IBM that was highly advantageous to Microsoft. IBM could use MS-DOS, but Microsoft kept ownership of the software and was also allowed to license its use to other firms. As a result, every time IBM sold a PC, it promoted Microsoft. Of course, appealing to the Ruler, Microsoft always wanted to let the customer have power. At the same time rulers like control, and they do not like to be told what to do.

The Ruler identity might be right for your brand and digital customer experience if you sell a high-status product used by people to enhance their power; a product that helps people be more organized; a product at the moderate to high price range or seeking to differentiate from a more populist one or that is the clear leader in the field (The Regular Guy/Girl). In essence in all situations when your brand promise is relative stability, safety and predictability in a chaotic world.

Discover also:

  • The Innocent: Life does not have to be hard, this myth promises.
  • The Explorer: Don’t fence me in.
  • The Sage: Sharing wisdom with you.
  • The Hero: Triumphing over adversity and evil.
  • The Outlaw: Rules were meant to be broken.
  • The Magician: The shaman at the forefront of great scientific changes.
  • The Regular Guy/Girl: The virtues of being ordinary.
  • The Lover: Intimacy and elegance.
  • The Jester: To live in the moment with full enjoyment, having fun, and stop worrying about consequences.
  • The Caregiver: The altruist, moved by compassion, generosity and a desire to help others.
  • The Creator: Helping you be you (only better).
  • The Ruler: Queens, kings, CEO’s, presidents, or anyone with power represents the ruler.
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4 Essential Qualities Of The Caregiver That’ll Change Your Mind

Posted on by Neosperience Team

caregiver

Experts once considered archetypal meaning in marketing to be quaint and interesting. Today defining your brand’s archetypal symbolism is a prerequisite.

The Caregiver brand archetype has a heightened awareness of human vulnerability, is less focused on concern for him- or herself and is more preoccupied with alleviating other people’s problems. He anticipates people’s needs, seeing what will make them feel secure, safe, and nurtured.

His mantra is “Love your neighbor as yourself.” Doing well by doing good. The Caregiver is an altruist, moved by compassion, generosity and a desire to help others. Pope Francis, Mother Teresa, Bill & Melinda Gates and Princess Diana symbolize this archetype.

The essential qualities of the caregiving relationship are:

  • Empathy — seeing and feeling things from another’s perspective, not just our own.
  • Communication — listening — to what others say, what don’t say, and especially, what they mean.
  • Consistency — wholesale, reliable, unquestioning commitment.
  • Trust — the foundation of true attachment.

The Caregiver archetype is present in all the brands and digital customer experience related to taking care of people and the physical world — gardening; cleaning clothes, homes, offices, and streets; mending clothes, roads and bridges, or anything at all that is broken; caring for the sick and the elderly.

The Caregiver is a good identity for brands from Emergency to Volvo to Prenatal, for which customer service provides the competitive advantage, for services in the health care, education, for non-profit causes and charitable activities and other caregiving fields; for services that help people stay connected with and care about one another, or care for themselves.

The Caregiver is always related to the Innocent, because it is usually the Caregiver who makes the Innocent’s desire for a safe and beautiful world come true.

Discover also:

  • The Innocent: Life does not have to be hard, this myth promises.
  • The Explorer: Don’t fence me in.
  • The Sage: Sharing wisdom with you.
  • The Hero: Triumphing over adversity and evil.
  • The Outlaw: Rules were meant to be broken.
  • The Magician: The shaman at the forefront of great scientific changes.
  • The Regular Guy/Girl: The virtues of being ordinary.
  • The Lover: Intimacy and elegance.
  • The Jester: To live in the moment with full enjoyment, having fun, and stop worrying about consequences.
  • The Caregiver: The altruist, moved by compassion, generosity and a desire to help others.
  • The Creator: Helping you be you (only better).
  • The Ruler: Queens, kings, CEO’s, presidents, or anyone with power represents the ruler.
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Let The Jester Tease Your Digital Customer Experience

Posted on by Neosperience Team

The Jester archetype includes the clown, the trickster, and anyone at all who loves to play or cut up. In politics Jesters are essentially anarchistic, as illustrated by Emma Goldman, the famous anarchist, who said, “If I can’t dance, I don’t want to be part of your revolution.”

His/her desire: to live in the moment with full enjoyment, to have a great time and lighten up the world.

A Jester brand, and associated digital customer experience, wants us all to lighten up, have fun, and stop worrying about consequences. But it also celebrates cleverness used to trick others, get out of trouble, and find ways around obstacles, and live life experienced in the moment, one day at a time.

The Jester is a promising archetype to shape digital customer experiences for brands whose function helps people have a good time, with pricing that is moderate to low, produced and/or sold by a company with a fun-loving, freewheeling organizational culture.

Archetypes deeply influence also people’s behavior while at work. In a Jester organization, you can be ostracized if you have no sense of humor, just like in many Lover organizations, the unspoken rule is that everyone knows everything about everyone else.

Discover also:

  • The Innocent: Life does not have to be hard, this myth promises.
  • The Explorer: Don’t fence me in.
  • The Sage: Sharing wisdom with you.
  • The Hero: Triumphing over adversity and evil.
  • The Outlaw: Rules were meant to be broken.
  • The Magician: The shaman at the forefront of great scientific changes.
  • The Regular Guy/Girl: The virtues of being ordinary.
  • The Lover: Intimacy and elegance.
  • The Jester: To live in the moment with full enjoyment, having fun, and stop worrying about consequences.
  • The Caregiver: The altruist, moved by compassion, generosity and a desire to help others.
  • The Creator: Helping you be you (only better).
  • The Ruler: Queens, kings, CEO’s, presidents, or anyone with power represents the ruler.
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The Lover Voice Within

Posted on by Neosperience Team

Whatever brand archetype your company chooses, all its efforts have to support that brand’s message and deliver a digital customer experience consistently.

Brands, with their deeper iconic value, were valuable because of the intangible meanings they offered. In this environment, companies that confuse their brand identity, such as Levi’s or Nike, find that distorting their archetypal images resulted in decreasing sales and profits.

Continuing the analysis performed so far, the Lover brand and digital customer experience archetype governs all forms of human love. Symbols of this archetype — whose key message is: “You are the only one” — include Sophia Loren, Clark Gable, Elizabeth Taylor, chocolates, Haagen Dazs and romance novels.

The Lover aids us in becoming attractive to others and also helps us develop skills of emotional and sexual intimacy.

Lover brands are common in the cosmetics, jewelry, fashion and automotive. Companies that choose, or were chosen by, this positioning include Alfa Romeo, Haagen-Dazs and Chanel. FCA (Fiat Chrysler Automobiles) picked up on this with an ad that states, “Without a soul, there’s just a shell. Without passion, these would just be cars.”

Customers with a highly developed Lover archetype like being singled out for attention. They like digital notices “to our special customers” announcing a sale that has not yet been announced to other customers. They like a digital customer experience app who knows their name and asks about them.

Lovers may also be known as partners, friends and matchmakers. The Lover is a promising identity for your brand and the customer experience you provide if your products represent either intimacy or elegance, help people find love or friendship, foster beauty and are moderately priced to expensive.

Discover also:

  • The Innocent: Life does not have to be hard, this myth promises.
  • The Explorer: Don’t fence me in.
  • The Sage: Sharing wisdom with you.
  • The Hero: Triumphing over adversity and evil.
  • The Outlaw: Rules were meant to be broken.
  • The Magician: The shaman at the forefront of great scientific changes.
  • The Regular Guy/Girl: The virtues of being ordinary.
  • The Lover: Intimacy and elegance.
  • The Jester: To live in the moment with full enjoyment, having fun, and stop worrying about consequences.
  • The Caregiver: The altruist, moved by compassion, generosity and a desire to help others.
  • The Creator: Helping you be you (only better).
  • The Ruler: Queens, kings, CEO’s, presidents, or anyone with power represents the ruler.
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How The Regular Guy/Girl Brand Archetype Once Saved The World

Posted on by Neosperience Team

The Regular Guy/Girl brand archetype celebrates our virtues of being ordinary. Companies that identify with this positioning include MetLife, Ikea and VISA. It represents the a good identity for brands whose goal is to give people a sense of belonging, showing as the good old guy/girl, the everyman, the person next door.

This archetype might be a good fit for your brand and digital customer experience if your company has a homey appeal and your product helps people feel that they belong, is in daily use and is priced moderately to inexpensively.

As all other brand characters analyzed so far, the Regular Guy/Girl mediates between products and customer motivation by providing an intangible experience of meaning.

When you, as a marketer, brand your digital customer experience with an archetype, you give yourself a wonderful opportunity to define your company’s mission. Once you find, or establish, your corporate archetype, you will be able to help your company understand its cultural roots, teach your colleagues how to succeed within its culture and organize better collaborations among teams.

To follow up in this process, ask some questions about your company: what is your company’s name and what does it mean? What do your logos and payoff symbolize? How do your colleagues dress and behave? What does your office layout represent — for example, a high-tech startup, a library, a ship, or a waiting room — and what does that say about your unconscious corporate culture? What is your company’s deep structural goal?

Answering those questions moves you toward creating a winning brand identity and a winning future for your company and your customers’ digital experiences.

“There are going to be seven billion smartphones in everybody’s hands in the next five years. Now, everybody is a digital customer, so doing things digitally is no longer a niche. Doing things digitally is how the entire world communicates.” — Angela Ahrendts, former Burberry’s CEO, Head of Retail Apple since mid-2014 .

Discover also:

  • The Innocent: Life does not have to be hard, this myth promises.
  • The Explorer: Don’t fence me in.
  • The Sage: Sharing wisdom with you.
  • The Hero: Triumphing over adversity and evil.
  • The Outlaw: Rules were meant to be broken.
  • The Magician: The shaman at the forefront of great scientific changes.
  • The Regular Guy/Girl: The virtues of being ordinary.
  • The Lover: Intimacy and elegance.
  • The Jester: To live in the moment with full enjoyment, having fun, and stop worrying about consequences.
  • The Caregiver: The altruist, moved by compassion, generosity and a desire to help others.
  • The Creator: Helping you be you (only better).
  • The Ruler: Queens, kings, CEO’s, presidents, or anyone with power represents the ruler.
Receive updates from Neosperience:

How The Magician Archetype Can Create Your Digital Customer Experience

Posted on by Neosperience Team

Archetypes are the strange attractors of consciousness. You attract customers when your message is congruent with a brand and digital customer experience archetype that is either dominant or emerging in their consciousness.

Among these, the Magician believes in understanding the rules and using them to accomplish specific goals. He has traditionally been the shaman and is at the forefront of great scientific changes. Star Wars’ Yoda, but also Mary Poppins, well represent this archetype.

His identity might be good for your brand and digital customer experience if your product or service is transformative as its promise is to transform the customer, it is user-friendly, it helps to expand or extend consciousness and it is priced in the medium to expensive range.

The most famous Magician in Western culture is Merlin, who looks in his crystal ball and predicts the potential for Camelot. His motto today could be: getting things done!

Entrepreneurs are often magical, as are athletes. Spiritual ideas linking inner consciousness with outer performance are yielding miraculous results in the business and sports worlds. Magical people often have dreams that other people see as impossible, yet it is the essence of magic to have a vision and then walk right into it.

To them, consciousness precedes existence: when things go wrong, magicians look inward to change themselves, rather then trying to change the world outside.

The most consistent images associated with this character are signs in the heavens — rainbows, shooting stars, a galaxy, flying saucers — which tend to reassure us that we are not alone in the universe. Other images include caves, crystal balls, magic wands, capes, and, of course, the magician’s tall, pointed hat.

This archetype is very strong in charismatic politicians, business leaders, and, in fact, the whole field of marketing, trading as it does on the influence of human consciousness on behavior.

Customers are dazzled by digital experiences that are enjoyable, innovative, and contextual. How are you going to keep up?

Being inspired by this archetype, you can plan, implement and deliver continuously evolving experiences in the age of the customer:

  • Start defining your DCX most important use cases, business value, and outlook for the most relevant digital customer experience technologies, to deliver an immediate and long lasting business benefit; follow the the 7 steps digital customer experience checklist.
  • Provide your customers with a real-time, connected global marketplace — in which they can interact with other people and your brand — with any of their devices, starting from smartphone and tablet.
  • Allow them to do all these things easily and with any of their devices, seamlessly syncing their digital customer experience through their own personal cloud.

Discover also:

  • The Innocent: Life does not have to be hard, this myth promises.
  • The Explorer: Don’t fence me in.
  • The Sage: Sharing wisdom with you.
  • The Hero: Triumphing over adversity and evil.
  • The Outlaw: Rules were meant to be broken.
  • The Magician: The shaman at the forefront of great scientific changes.
  • The Regular Guy/Girl: The virtues of being ordinary.
  • The Lover: Intimacy and elegance.
  • The Jester: To live in the moment with full enjoyment, having fun, and stop worrying about consequences.
  • The Caregiver: The altruist, moved by compassion, generosity and a desire to help others.
  • The Creator: Helping you be you (only better).
  • The Ruler: Queens, kings, CEO’s, presidents, or anyone with power represents the ruler.
Receive updates from Neosperience:

Why The Outlaw Brand Archetype Is More Sexy Than The Regular Guy?

Posted on by Neosperience Team

Linking your brand identity and digital customer experience to an archetype has helped properly shape the message of companies in the for-profit and non-profit sectors, delivering tangible benefits using this intangible concept.

Following up with the analysis performed so far, we find three transformative archetypes that represent change, using their energies to transform or destroy rigid and archaic structures: the Hero, the Outlaw and the Magician.

The Outlaw’s motto: Rules are made to be broken. Outlaw figures include Zorro, Robin Hood, Jack Nicholson. Another great example of a person and brand based on this archetype is Madonna. By acting in a sexually liberated way while wearing a cross and the name of the Virgin, Madonna’s brand identity has challenged the historical distinction between the Innocent virgin and the whore.

Such a brand identity requires a capacity for risk. It can be wildly successful if the society is ready for its values to be challenged. But can also generate backlash, criticism, and shaming if society is not ready and the challenge is posed too early.

In its essence, this archetype acts as a disruptive force, violating cultural norms and rules for the good of others (like Robin Hood), for adventure and personal gain (like Bonnie and Clyde), or out of desperate alienation (like Thelma and Louise).

Diesel, Harley-Davidson, but also the Internet as a whole have an outlaw image. This image can fit your brand well if your customers and employees feel disaffected from society, the function of your product is to destroy something. All restricted substances — like cigarettes and alcohol — have an Outlaw attraction for the young. And, of course, illegal substances have even more such appeal, which is why so many young people experiment with illegal drugs, learning only later that their impact is hardly glamorous.

It is important that we recognize, as Freud did, that Thanatos (the death wish) is about as strong as Eros (the life force).

Discover also:

  • The Innocent: Life does not have to be hard, this myth promises.
  • The Explorer: Don’t fence me in.
  • The Sage: Sharing wisdom with you.
  • The Hero: Triumphing over adversity and evil.
  • The Outlaw: Rules were meant to be broken.
  • The Magician: The shaman at the forefront of great scientific changes.
  • The Regular Guy/Girl: The virtues of being ordinary.
  • The Lover: Intimacy and elegance.
  • The Jester: To live in the moment with full enjoyment, having fun, and stop worrying about consequences.
  • The Caregiver: The altruist, moved by compassion, generosity and a desire to help others.
  • The Creator: Helping you be you (only better).
  • The Ruler: Queens, kings, CEO’s, presidents, or anyone with power represents the ruler.
Receive updates from Neosperience:

The Hero Within Your Brand

Posted on by Neosperience Team

hero.001

If you shape your digital customer experience today without paying attention to your brand meaning and archetype, then you are comparable to an ancient navigator trying to find his way on the seas during a starless night.

Archetypes can give your marketing strategy a compass, or a deeper meaning. Finding meaning and shaping your digital interactions with customers in a coherent way implies more than just borrowing an image; it means actually becoming completely consistent with the archetypal image that you believe your company represents.

Not only will your company create more effective customer experiences and customer journeys using archetype-based branding methods, but you will also gain a better understanding of your products and target customers.

Triumphing over adversity and evil: John Kennedy, John Wayne, all superheroes are heroes. Brands include Nike, Tah Heuer, the Olympics, the Red Cross. Wearing Nikes, in example, is aspirational: customers wear them not necessarily because they have the qualities of heroism, but because they want to have those qualities.

This identity might be right for your brand if you offer an invention or innovation that will have a major impact on the world. Your company might fit this archetype if your product helps people reach their upper limit, if you are addressing a major social problem and if your customer base identifies itself as moral and good.

Images associated with the hero archetype includes natural terrain requiring skill and agility; machines and offices where things are getting done; horses, cars, planes, people, or anything moving fast; and anything powerful, hence strong colors and definitive lines and shapes.

Discover also:

  • The Innocent: Life does not have to be hard, this myth promises.
  • The Explorer: Don’t fence me in.
  • The Sage: Sharing wisdom with you.
  • The Hero: Triumphing over adversity and evil.
  • The Outlaw: Rules were meant to be broken.
  • The Magician: The shaman at the forefront of great scientific changes.
  • The Regular Guy/Girl: The virtues of being ordinary.
  • The Lover: Intimacy and elegance.
  • The Jester: To live in the moment with full enjoyment, having fun, and stop worrying about consequences.
  • The Caregiver: The altruist, moved by compassion, generosity and a desire to help others.
  • The Creator: Helping you be you (only better).
  • The Ruler: Queens, kings, CEO’s, presidents, or anyone with power represents the ruler.
Receive updates from Neosperience:

The Sage Digital Customer Experience Archetype Shares Wisdom with You

Posted on by Neosperience Team

expert

The sage’s central wisdom is an individual way of finding paradise.

The sage wants to be free to think and believes in mankind’s capacity to grow.

Sages include Socrates, Confucius and Oprah Winfrey. The sage also plays a part in all mystery stories. The sage may lack charisma and social graces but is associated with clear thinking. Sage brands include Vice President Al Gore, Harvard and Stanford Universities.

The sage archetype might provide an appropriate identity for your brand if you offer clients expertise or information, encourage them to think and support the quality of your product with hard data.

The sage:

  • Tells you that happiness is the result of education.
  • Helps you gain the consciousness to use your freedom and prosperity to enhance your life.
  • Looks for products that are adjuncts to learning or wisdom.
  • Likes to have all the relevant information needed to make informed decisions.

The Sage archetype provides a suitable identity for your brand and associated digital customer experience if:

  • It provides expertise or information to your customers.
  • It encourages customers or clients to think.
  • Your brand or product is based on a new scientific breakthrough or esoteric knowledge.
  • The quality of the brand is supported by science.
  • You are differentiating the product from others whose quality or performance is questionable by data.

Discover also:

  • The Innocent: Life does not have to be hard, this myth promises.
  • The Explorer: Don’t fence me in.
  • The Sage: Sharing wisdom with you.
  • The Hero: Triumphing over adversity and evil.
  • The Outlaw: Rules were meant to be broken.
  • The Magician: The shaman at the forefront of great scientific changes.
  • The Regular Guy/Girl: The virtues of being ordinary.
  • The Lover: Intimacy and elegance.
  • The Jester: To live in the moment with full enjoyment, having fun, and stop worrying about consequences.
  • The Caregiver: The altruist, moved by compassion, generosity and a desire to help others.
  • The Creator: Helping you be you (only better).
  • The Ruler: Queens, kings, CEO’s, presidents, or anyone with power represents the ruler.
Receive updates from Neosperience:

How To Utilize The Explorer Archetype in Digital Customer Experience

Posted on by Neosperience Team

Archetypal brand theory provides a sound methodology for establishing a memorable and compelling brand identity, one that can found relevant digital customer experiences, cross lifestyle and cultural boundaries, and translate into success that endures.

Among the 12 brand archetypes that we have studied, thanks to the deep analysis provided by by Margaret Mark and Carol S. Pearson, Joseph Campbell and, before them, Carl Jung, The Explorer brand archetype emphasize self over others and autonomy over belonging.

The story of the Explorer is characterized by science fiction movies such as Star Trek (“To Boldly Go Where No Man Has Gone Before”) and narratives about a transition from homeland, job or marriage. Books that exemplify the explorer archetype include F. Scott Fitzgerald’s The Great Gatsby and Homer’s The Odyssey.

A brand or product resinates well with this archetype if it makes people feel free and is nonconformist.

The Explorer core desire is for the freedom to find out who you are through exploring the world. His goal is to experience a better, more authentic, more fulfilling life, while his greatest fear is getting trapped and conforming.

Explorers tend to see themselves as ahead of their time, that’s why they are particularly sensible to digital customer experience innovation. They are definitely willing to take tough stands for something they believe in; a shared value of individualism reinforces the Explorer archetype with an emphasis on discovering and expressing one’s own uniqueness.

Right-Time Personalization is for the Explorer more important then ever: when the Explorer archetype is active in your customers, their call is to explore the world and, in the process, to find themselves, so that they know who they are.

To market an Explorer brand effectively, it is best for you to empathize with the Explorer story from the inside, imagining, for example, what it’s like for your customer to feel trapped by his or her own life, to yearn for more excitement and adventure, to feel “bigger” than his life, as though it is constraining him.

Discover also:

  • The Innocent: Life does not have to be hard, this myth promises.
  • The Explorer: Don’t fence me in.
  • The Sage: Sharing wisdom with you.
  • The Hero: Triumphing over adversity and evil.
  • The Outlaw: Rules were meant to be broken.
  • The Magician: The shaman at the forefront of great scientific changes.
  • The Regular Guy/Girl: The virtues of being ordinary.
  • The Lover: Intimacy and elegance.
  • The Jester: To live in the moment with full enjoyment, having fun, and stop worrying about consequences.
  • The Caregiver: The altruist, moved by compassion, generosity and a desire to help others.
  • The Creator: Helping you be you (only better).
  • The Ruler: Queens, kings, CEO’s, presidents, or anyone with power represents the ruler.
Receive updates from Neosperience: