Question

Topic: Branding

Archetypes And Branding, Any Real Time Experience?

Posted by Anonymous on 2/10/2005 at 3:26 PM ET 250 Points
I recently read the Hero and the Outlaw, building extraordinary brands through the power of Archetypes, by C Pearson and Building Brands and Believers, How to connect with consumers using Archetypes, Kent Wertime.
Has any one had any direct personal real life experience employing these branding perspectives beyond stated examples.
And why are there only 12 listed archetypes and why is an individual, a customer, an organization limited to one basic archetype? Feedback welcomed.
Thanks, Aloha, Red
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  • Posted by Deremiah *CPE on 2/11/2005 at 7:01 PM Accepted
    redinhawaii,

    welcome aboard the KHE. And thanks for stopping through.

    12 IS LIMITING THE SUBJECT PROBABLY FOR CONSUMER CONSUMPTION:
    I'm not sure how they (the authors of the book) narrowed it down to 12 archetypes but I have not read the book. Maybe they think that 12 is enough to focus on. Archetypes are the language of those who pursue psychological phenomenon (one of my favorite subjects). Although I have a lot of head knowledge for stuff like this I am still a novice because of the depth of the subject is vast. I am familiar but not in context to the marketing application of this book. However I would be willing to believe that only using 12 is a real limitation because there are hords of archetypes. Since most people operate with an Archetype mindset applying them to marketing or sales would be easy to see. I have used them unconsciously in my years in consulting with a great deal of my clients. When you understand archetypes better then you understand human response better because Archetypes are the supportive framework most people operate out of. To me they are the symbol for the personality types that we see repeated through out our world.

    HERE'S ONE OF THE KINGS OF ARCHETYPES...
    To expand the depth of your knowledge open up the book "Man & His Symbols" by Carl Junge and break yourself off a piece of knowledge that will blow your mind.

    WHY ONE?
    Maybe the perspective of archetype limitation has to do with the level of most human experience. Most people are probably singular dominant when it comes to the use of Archetypes when you examine ones mindset. Or maybe it's easier to sell one archetype per customer...like feeding too many ideas to a person at once makes them confused. A great marketing friend of mine Daryl Travis, Author of "Emotional Branding" had a conversation one day. He said that people can only make room in their mind for one real thought at a time. If you gave them too many things to focus on they tend to walk away confused. That's the only thing I can guess.

    WHAT ARE YOU TRYING TO GET AT? or what would you like to go deeper on as it relates to this number.

    Is there anything else I can do for you?

    Your Servant, Deremiah, *CPE (Customer Passion Evangelist)
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