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Category: 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.
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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.
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How Archetypes Changed How We Think About Digital Customer Experience

Posted on by Neosperience Team

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As a marketer, you have to deal with increasing and global competition. Even if you succeed in creating an advantage for your customers, say an outstanding digital customer experience, a competitor can quickly copy it.

Today, companies are bought out other companies not for what they sold, but for the brands they had established. The brands, with their deeper iconic meetings, were valuable because of the intangible meanings they offered. And the management of this meaning, like many sound ideas, borrows from very ancient and eternal ones.
An archetype can be defined as a model that other things can be patterned on. The perfect example of a type or group. In marketing, you can think of it as a brand “typecast” or “personality type.”

The concept of archetypes was borrowed by Jung from classic sources. In Sanskrit, they were called "subjectively known forms". Carl Jung was the first to call them “archetypes.” “Archetypal psychology helps us understand the intrinsic meaning of product categories and consequently helps marketers create enduring brand identities that establish market dominance, evoke and deliver meaning to customers, and inspire customer loyalty -- all, potentially, in socially responsible ways.” (Carol Pearson and Margaret Mark, The Hero and the Outlaw).

Archetypal psychology helps you understand the intrinsic meaning of product categories and consequently helps you as a marketer create enduring brand identities that start conversations, evoke and deliver meaning to customers, and inspire customer loyalty.

The meaning your brand holds is a primal assets that must be managed as carefully as financial investments, delivering holistic and multi-sensory experiences ranging from view, touch interaction, and sound.

The best and most enduring brands are all archetypal, created to fulfill and embody fundamental human needs, according to neuromarketing and motivation theories:

  • The Innocent: Life does not have to be hard, this myth promises. The image of innocence conveys the message that you are free to be yourself and to live out your dreams right now.
  • The Explorer: Don’t fence me in. The explorer seeks a better world. When the Explorer is active in customers, their call is to explore the world and, in the process, to find themselves, so that they know who they are. How did Starbucks convince people to pay over two dollars for coffee? Simple: the Explorer, artfully expressed in every detail: the product, the packaging, the shops, the logo, the name, and the experience of placing an order.
  • The Sage: Sharing wisdom with you. 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.
  • The Hero: Triumphing over adversity and evil. John Kennedy, John Wayne, John Glenn and, of course, all superheroes are heroes.
  • The Outlaw: Rules were meant to be broken. This archetype has the attraction of forbidden fruit (yes, think about Apple).
  • The Magician: How to get things done. The magician believes in understanding the rules and using them to accomplish specific goals. The magician has traditionally been the shaman and is at the forefront of great scientific changes.
  • The Regular Guy/Girl: The virtues of being ordinary. The regular guy symbolizes situation comedies, country and other easy listening music.
  • The Lover: Intimacy and elegance. The Lover governs all forms of human love. The Lover is common in the cosmetics, jewelry, fashion, and travel industries.
  • The Jester: his motto: to live in the moment with full enjoyment; the Jester archetype wants us all to lighten up, have fun, and stop worrying about consequences.
  • The Caregiver: Doing well by doing good. The caregiver is an altruist, moved by compassion, generosity and a desire to help others.
  • The Creator: Helping you be you (only better). The creator represents the artist, the writer, the entrepreneur and the innovator. Mozart and Picasso are symbols of the creator myth.
  • The Ruler: Who’s in charge here? The ruler represents queens, kings, CEO’s, presidents or even capable career mothers. Margaret Thatcher and Winston Churchill, or anyone with power can be considered the ruler.

Myths and archetypes found all around the world are basically expressions of our inner human drama: we can understand them as different expressions of an eternal impulse to find our meaning in the mystery of creation. We “recognize” them because our brains have been programmed to do so.

And if you have only a few seconds to get your message across a customer-facing app or a responsive web site, you can do so more effectively if your message taps into the stories we all know already.

Shaping your digital customer experience without a system for managing the meaning of your brand is analogous to ancient navigators trying to find port in treacherous seas on a starless night. What all brands need today, be they a product, or a company, or yourself, is a reliable compass.

Whatever archetype you choose, or are chosen by, use these pages as your GPS and drive all your efforts to support that message consistently, as you will be trusted to the degree that everything you do is consistent.

Further insights for you on How To Connect With Your Digital Customers by Mapping Your Digital Customer Journey, Mobile First in our 7 steps digital customer experience checklist.

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Apple iOS 8 and the Instant Future of Your Digital Customer Experience

Posted on by Neosperience Team

iOS 8, the next major version of Apple's mobile operating system, was unveiled yesterday at the company's WWDC 2014 keynote. It refines the new look of iOS 7, but, more importantly, it delivers new features that will have a profound impact on the digital customer experience that you can deliver to your customers through customer-facing apps.

Among the most notable features and technologies that can help your organization engage with your customers more effectively:

  • iOS 8 Notifications will be customizable and actionable, allowing your customer to instantly respond to a notification with embedded controls. By pulling down on a notification banner in iOS 8, they will get an extended interface with a text field to quickly reply to a message, such as a promotion when they are close to the point of sale. Interactive notifications are also available on the Lock screen and digital customer experience apps will be able to deliver them more effectively than ever.
  • A big feature of OS X Yosemite, also presented, and iOS 8, is Continuity. It isn't a new app but rather a set of tools that will help customers achieve a consistent and continuous experience when using multiple devices and switching from an iOS device to a Mac and vice versa.
    Imagine the possibilities: your customer can start browsing your products on your iPhone and pick up where she left off when she sits down at her Mac. Or browse the web on her Mac and continue from the same link on her iPad, to receive a notification when she is close to your point of sale.
  • With HealthKit, a new developer technology, third-party apps will access each other's health and fitness data. With HomeKit the iPhone becomes pivotal to the connected home, offering a common network protocol to let apps control locks, lights, cameras, plugs, switches.
  • Coming to the App Store, now counting over 1.2 million apps, iOS 8 brings important changes aimed at enhancing app discoverability, search, marketing strategies, and purchase mechanisms, including the possibility to embed short videos to advertise your app more effectively.

Can’t wait to see Neosperience Summer ’14 integrating these gorgeous features for our clients!

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