Well, I just completed reading this book. Carol S Pearson is a renowned author and Director of the James MacGregor Burns Academy of Leadership and a Professor of Leadership Studies in the School of Public Policy at the University of Maryland College Parkanother.Her previous work "Awakening the Heroes Within," was also an interesting read. She spoke in great details about the classical archetypes of human behaviour and how brands seems to follow a similar trait.
The use of archetypes as part of brand strategy is nothing new. A truly effective tool. Archetype makes sense in our country where the rate of Idol worship is high. Brand archetype actually allows us to create strong brand characters. Since advertising is the new form of entertainment, in-depth characterisation and storytelling becomes important.
Creators of great brands have intuited this simple truth. Madonna has always been the outrageous rebel. Jack Nicholson has always been the bad boy outlaw, while Meg Ryan and Tom Hanks is always perceived as the wide eyed innocent. All successful brands have a strong character. The archetype like those in classic mythology drives the brand’s behaviour, character, tone etc in the marketplace.
There are twelve archetypes at work with possible brands that fits the bill:
- The Caregiver - Johnson & Johnson, Saffola
- The Lover - Victoria's Secret, Moods
- The Creator - Apple, Fabmall
- The Hero - Nike, Nokia
- The Outlaw - Thumbs Up, Kingfisher
- The Magician - Disney, Yash Raj Films
- The Ruler - Microsoft, ITC Cigarettes
- The Jester - 7Up, Mentos
- The Explorer - Royal Enfield, Cafe Coffee Day
- The Casual Guy - Proline, Timex
- The Innocent - Bata, Dove
- The Sage - P&G, The Hindu
This book provides interesting insights about how important it is to understand the archetype of your brand. Probably understanding and using a brand archetype can give us a headstart in the story telling process.
So what archetype would you be?
15 comments:
We had an email discussion (among the planners at our agency) about archetypes and someone asked the question: How many of us had used archetypes successfully with brands? A very few and uncertain (in my opinion) hands went up.
Archetypes make interesting presentation material, especially to those who have not encountered them earlier. But the problem often is that we treat them as that and no more.
The second problem (in my opinion) is that we often try and force an archetype on to a brand (which is the exact opposite of what Roop recommends here.) In the teams I have worked with, the question has been what do we want to be rather than what are we. And even when we ask what archetype are we, we often aren't honest enough to admit to ourselves or the client the true archetype the brand represents.
I do agree with Roop that archetypes can improve story-telling. In their basic form, archetypes are nothing but encapsulated plots and an understanding of them will only add depth and wholesomeness to story-telling.
But that can only happen when we embrace the archetype fully - and not just the cool feeling of being 'The outlaw' or 'The explorer' or whatever else.
Along with all their respective positive aspects, every archetype also has its weaknesses, its failings and the eventual seeds of its undoing. (One of the enduring themes of the Illiad is of fate and choice. Achilles for eg. knows that he can either be a great war hero or he can die a peaceful death in old age. He chooses his destiny as a hero knowing fully well the consequences.)
Are we willing to embrace that for our brands? I haven't heard of any brand custodian brave enough to do that yet.
I think archetypes were invented to reduce complexity. Unfortunately, they work only very superficially for me.
Nice way to explain archetype IQ. You do that so very well. Yes, I agree that most of time clients and agencies are not brave enough to embrace the true archetype of a brand. There are exceptions though. J&J has always been the caregiver which has holds good in all it's stories. Similarly, Nike has always stood for heroes and their stories.
The amazing power of archetypes in storytelling is yet to be explored. But a killer tool for all brand babus.
Love your style of writing IQ.
I've been hearing a lot about this book lately - so plan to pick it up soon. Just to figue out what its all about. Have seen prez where archetype used successfully for new brands so perhaps danger lies in retrofit
Am currently reading - And then we set his hair on fire - which is all about collecting useful insights and pretty interesting. well written...
i remember that discussion iqbal as i too was a part of the planners group at that point in time.
from ancient tales like mahabharata to modern day movies from the likes yash chopra/karan johar (or the hollywood masaala movies), all have succesfully used archetypes to hold the audience's interest, make them identify with the charaters, love a character, hate another etc etc. and am sure these story-tellers didnt / dont even know or care (if they know about it) about the big book on archetypes.
in the realm of advertising, as iqbal rightly said it makes an interesting and impressive presentation model...in fact, i know of cases (ive been a part of one) wherein the client has specifically asked for the famous model in the presentation.
personally, i find the model interesting...but may not have the patience to go through a whole book on it.
We used archetypes for one of our clients masterminded by Prabhakar Mundkar.
What made it interesting is that we did research amongst users to cull out what archetype our brand seemed to fall in from the consumer's perspective.
And yes, like IQ rightly pointed, its about then working out which archetype you want to be.
And we presented creatives based on that.
The client loved it.
An interestng example is of Mahatma Gandhi. He initially belonged to the SAGE archetype. Post independence he fit into the HERO archetype.
Saif Ali Khan began more as a JESTER....over the years he has turned himself into the CASUAL GUY working hard to move towards HERO or RULER(?)
One has to strongly consider whether the archetype exercise can be applied to the brand in the given situation successfully to avoid force fitting.
'And then we set his hair on fire' is my favourite advertising book so far...
Nice example there Pooja. Things evolve so does a brand. Similarly an archetype evolves too. Therefore it is important first to understand what the true archetype of a brand is(by being honest). Do a reality check with what others perceive it as and then use the tool to determine a brands true character. The storytelling process becomes easier and to the context.
Very nice thoughts. Yes, "then we set his hair on fire" is a good book too.
Anyone ready to exchange books??
nice examples, Pooja
What's the difference between a brand personality and an archetype? As far as i can see (and probably not very far), they're pretty much the same thing.
The complex of all attributes - behavioral, temperamental, emotional and mental--that characterize a unique individual is Personality. While Archetype is an overarching pattern.
Describing someone as a casual guy would be that overall original attribute where as describing a guy as a cool dude, energetic and enthusiast would be describing his personality.
Apple and Fabmall are both creators but their brand personalities are very different from each other.
Well, if you check the meaning of 'Archetype' and compare it to that of 'Personality' it doesn't sound like much more than semantics to me.
@Roop: Thank you :)
@UberM: I am not one for textbook definitions, but I do see a clear difference between brand personality and archetype. And you also have to remember that archetype is used here not as an English word but as a specialised word in a specialised context (or jargon in other words.)
Simply put, brand personality is what you are. An archetype captures not just what you are but where you will end up going as a result.
Thus, when we say Achilles is heroic - that is his personality. And when we say Achilles is the hero archetype, it means this man is going to make the choices that are superhuman - in what he does, in how he chooses to assuage his ego, in how he wants to be known and remembered. And for that reason, he will die gloriously but probably a bit foolishly.
As I mentioned before archetypes are encapsulated plots - in fact, the thinking behind archetypes means that there are only 12 odd plots for all the stories anyone can think of.
Hey Roop - I really like the idea of setting up an online library. I'm up for that. As long as we have some basic rules - like taking care of the books, no marks or torn covers and return them when decided =) we could sign up with one of those websites that allow you to show ur bookshelf online. Or just post each other the books from a list, vive la DHL
@Blaiq: What's the use of having an archetype? You can simply write out your brand personality in the same manner. I think adding archetype doesn't do much for the understanding of the brand when you already have a parameter called brand personality which is broad enough to include the brand archetype.
I don't think an archetype does much for me, other than making one sound more knowledgeable in a presentation. That said, it's not such a bad idea to sound more knowledgeable in a presentation. After all, in my experience that's pretty much what most planners strive to convey.
What you are doesn't need to be limited to what you are. It can also include what you want to be. For instance, my personality is aspirational, and that includes what I want to be.
Put simply, I'm a bigger fan of simplicity. even if it tends to veer towards the simplistic.
Hmm. Nice to stumble across some conversation in India. Incidentally in the book you're discussing there's a very important part about drawing on the brand bank (or archetype values) to heavily. Good example is a popular cartoon character say on a drink. If it is wildly popular the temptation is to use it frequently. Be frugal!
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