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BrandTechnology
Practical Application
Usingthebrandarchetypesasastrategic toolwithinyour organisationcanbeaveryexcitingprocess.Itoffersmanydifferent anddiverseapplicationswithinabroadercontextofyourorganisation. Someoftheseinclude: >StrategicBrandPositioning >Consumer/CustomerManagement

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0 A R C H RIVERS ER CE P T E H A V I O

E T Y P A L OF IO N & U R

Introducing The Ten Brand Archetypes. 1. IDENTITY [who we are] 2. FEELING [the emotional impact of our brand] 3. THOUGHT [how and what we really communicate] 4. ATTRACTION [the impact of the brand on relationships] 5. ENERGY [how does the brand motivate action] 6. GROWTH [the capacity to expand] 7. STRUCTURE [what we are respected for] 8. FREEDOM [how our brand generates excitement] 9. SPIRIT [how our brand inspires] 10. RENEWAL [power of our brand to change peoples lives]

As CEO of Context Branding I offer a very different type of brand consultancy. This is thanks to my diverse experience and skills in classical marketing, organisational development and culture. Email Me

>Communicationprogram >InternalBrandAlignment >SuccessionManagement >HRManagementModel

StrategicBrandPositioning...
R E A L CASE B R A N D I N G STUDIES

Thank you for visiting. I trust you found the brand solutions you are looking for.

Usingthebrandarchetypesyoucanidentifyyourbrand personalityandyourbrandidea.Thishelpsyoudefinethecritical branddriverwithinthecontextofyourbrandportfolio. Thisallowsyoutodriveyourbusinessstrategythroughthe archetypesbymappinghowyourbranddriverandbrandportfolio evolve,developandmaturesovertime. Consumer/CustomerManagement...

Need some more brand ideas? Why not signup for our Free Monthly Brand Case Study.

Positioninghastobedonewithinthecontextofyourpredefined market.Whenyoustartedyourbusinesstherewasaveryspecific nichemarketthatyouintuitivelyunderstood. Inalllikelihoodthisnichemarkethasevolvedthroughseveral brandextensionandleveragingstrategies.Youareprobablynow targetingseveraldifferentmarketsegments,throughmarketing channelsandcategories. Byaligningthesedifferentnichemarketsormarketsegmentsto differentpersonalities,whicharesupportedbytheculturalbrand, youareabletooptimiseorganisationefficiencieswithacredible footprintwithinthemarket. Byunderstandinghoweachnichemarketevolvesyouareableto developaconsumer/customermodeloffandincludesbrand engagementstrategiesandtouchpointmanagementprograms. ANoteonourTerminologyofNicheMarkets: Typicallyyourbrandhasbeenbuiltaroundanichemarket,yet nichedoesnotnecessarilymeanasmallmarket. Nichemarketmeansafocusedmarketwhichunderstandsthe brand,whatitpromises,whatmakesitdifferentandwhatmakes itrelevantinaconsumerslife. Branddiffusionanddilutionisoftenaresultofdecliningbrand differentiationandrelevancetothisnichemarketand/orbrand extensionsintermsofproducts,markets,channelorcategories. Communicationprogram... Bynowyouwillagreethatyourbrandhasrepresentsand communicatewhatisrelevantanddifferentaboutyou. Usingthearchetypalpersonalitiesmakesthisprocessaloteasier. Ithelpsyoutodeterminethedriversofsubconsciousbehaviour andhowtocommunicatethosedriversthroughthevarious traditionalandnontraditionalcommunicationchannelsavailableto you.

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Every brand is a unique composite of Ten Brand Archetypes Three Elements of Brand Positioning Subconscious Aspects of Brand Archetypes Why are Brand Archetypes so Powerful What brand was and what brand is? Brand Portfolio Premium pricing requires brand value How Shell does focus groups. Just hypnotise them! A Principled Approach to Branding Dont confuse your cultural brand

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Customer Management Customer Touchpoint Innovation and Growth Internal Branding Marketing Mix Marketing Strategy Pricing
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A R C H I V E S October 2008 September 2008 August 2008 July 2008 April 2008 March 2008 February 2008 January 2008 December 2007

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Asanexample,howyoucommunicateonlinecouldbequite differentfromhowyoucommunicateoffline. InternalBrandAlignment... Peoplewanttoaspiretosomethinglargerthanthemselves.They needmeaningandpurposeintheirlives. Youremployeesarenodifferentandyouhavetostandfor something.Youcannotoperateinavacuum! Andthemoreprevalentthemeaningandpurposeisinyour employeeslife,themorepowerfultheirmotivation.Thisiscommon sense! Thearchetypescanprovidethiscontext.Andbyunderstanding yourinternalculturethroughthearchetypesitisfareasiertoalign employeesbehaviourwithyourbrandpositioning.Itwillalsogoa longwaytodeliveringonthebusinessstrategy. SuccessionManagement Organisationshaveaculture.Leadersinanorganisationtypically wanttheculturetoexpresstheirwayofdoingthings. Intheabsenceofaclearculturalmanagementprocess,the changeinleadershipandtheleadershipstylecanbeeitherevery positiveornegativeforanorganisation. Thearchetypesprovidetheculturalcontextfornewleadership andallowthenewleadershipaclearinsightintohowtheyshould goaboutimplementingchangetosuittheirstyle.
HRModel...

Becausethearchetypemodelisbuiltaroundhumanmotivationand behaviour,itcanbeintegratedmanydifferentaspectsofyourHR strategyandbusinessoperation.Someexamplesinclude: >leadershipprogram >staffrecruitment >inductionprograms >performancemanagementreviews >performancetraining >successionplanning


March 26, 2008 in Brand Archetypes, Brand Strategy , Brand Technology, Context Brand Consultants, Customer Management, Innovation and Growth, Marketing Strategy | Permalink | Comments (0) | TrackBack (0) Digg This | Save to del.icio.us

Brand Archetype Examples


TheRulerArchetype "Wheredoyouwanttogotoday?" ForMoreontheRulerArchetype...

TheExplorerArchetype Jeep:Wannahavesomefunoutthere? ForMoreontheExplorerArchetype...

TheDiplomatArchetype Woolworths:WhereQuality,InnovationandValueis TheDifference ForMoreontheDiplomatArchetype...

TheWarriorArchetype InvestecMakingthingshappenbybeingOutofthe Ordinary ForMoreontheWarriorArchetype...

TheExecutiveArchetype

SABMiller:Oursuccesswilldependonknowinghowto runabeerbusinessbetterthanourcompetitorsand extractingmaximumvaluefromtheassetsnowin place. ForMoreontheExecutiveArchetype... TheLoyalistArchetype: Lego:NourishingchildrensInquisitiveness,Creativity andImagination! ForMoreontheLoyalistArchetype...

TheHealerArchetype Timehonouredfamilyrecipethatbringsamomentof peaceandenjoymentOumaRusks FormoreontheHealerArchetype...

TheInnocentArchetype Purity:Adesireforpurity,goodness andsimplicity MoreontheInnocentArchetype...

TheMagicianArchetype Wheredowegotoexperienceamomentsmagic?MNET! MoreontheMagicianArchetype...

TheRebelArchetype OutsuranceRedefininghowinsuranceis done! MoreontheRebelArchetype...

TheSageArchetype Whodoyougotoforadvice?Oprah,helpingyou makebetterdecisions MoreontheSageArchetype...


January 30, 2008 in Advertising , Brand Archetypes, Brand Strategy , Brand Technology, Context Brand Consultants | Permalink | Comments (0) | TrackBack (0) Digg This | Save to del.icio.us

The Rebel Archetype


TheRebelsvalueliesoutsidethesocialstructuresandnorms.They seekabetter,amorehumane,andefficientway.Theystandout becauseoftheirnonconformitytothenormal. OtherNames:Genius,Humanitarian,Inventor,Sage,Rebel,Scientist Motto:FreedomtobeOriginal Values:Unconventional,Shock,Innovative,Freedom. TheRebelcanbedefinedthroughthefollowingtypesof characteristics:
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Seekingtogobeyondconformity Valueliesoutsidethesocialstructuresandnorms Disruptionsagainsttyrannyrepression,conformityandcynicism Principledasopposedtotheunprincipledoutlaw Seeksabetterway,amorehumanway,amoreefficientway Standsinownwayofbeing,owntruthandappreciatesthat whichisdifferent

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Lookstotelltheirownstoryratherthaneveryoneelse's Bringshopeandaspirations

TheRebelmaystrengthenyourbrand'sidentityifit:
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canbeafringeelementproductoranunconventionalproduct couldhaveaveryspecificnichemarket bringssocialchangeandanewwayofbeing isoriginal encouragesindividualismandfreedom challengesconventionandstatusquo.Valueliesoutsidethe norm

BrandExample:Outsurance Redefininghowinsuranceisdone

January 30, 2008 in Advertising , Brand Archetypes, Brand Strategy , Brand Technology, Context Brand Consultants | Permalink | Comments (0) | TrackBack (0) Digg This | Save to del.icio.us

The Magician Archetype


TheMagicianseekstounderstandhowthingsworkandevolveand mastertheirtransformation.Itisthealchemistofoldwhotruly succeeded. OtherNames:Transformer,Investigator,Researcher,Shaman, Therapist,Sorcerer Motto:Magicalmomentsandtransformativeexperiences Values:Probing,Intensity,Rebirth,Surrender TheMagiciancanbedefinedthroughthefollowingtypesof characteristics:
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Bringsmiraclesandtransformation Helpsmakesdreamareality Tradesontheimageofmagic Radicalchangesthatoccurwithinthesystemratherthanthe rebelliouschanges Encouragesyoutostepintotheunknownandexperience change Encouragesconsciousnessandawareness change Connectwithyourself Liveyourvision,beyourvision,makeyourdreamscometrue Theabilitytosurprise lookinwardfor

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TheMagiciancouldbetherightidentityforyourbrandif:
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theproductbringschangeandtransformation helpschangethewayanindustrybehavesorcreatesanew industry helpspeopleevolveanddeveloptheirconsciousness(newage) helpsapersonclarifywhotheyareandwhattheyneed providesfuturestabilityandwellbeing personalchange(spiritualandpsychological)

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BrandExample:MNET

Wheredowegotoexperienceamomentsmagic?

January 30, 2008 in Advertising , Brand Archetypes, Brand Strategy , Brand Technology, Context Brand Consultants | Permalink | Comments (0) | TrackBack (0) Digg This | Save to del.icio.us

The Innocent Archetype


TheInnocentisfreetobethemselveswithouttheneedofvalidation fromtheworldandexcessivematerialismpursuits.Theydesire simple,honestpleasureandvaluebasicvalues. OtherNames:Mystic,Poet,Dreamer,VisionaryArtist,Musician, Oracle,Psychic Motto:Freetobeyourself Values:Simplicity,Wholeness,Authenticity,Honesty TheInnocentcanbedefinedthroughthefollowingtypesof characteristics:
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Thisisthebeginningandtheend.Thestartofthejourney throughnaiveinnocenceandhopeandthereturnofa complete,securebeing.

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Freedomfromthefastlane,analternativehealthyway. Lifecanbesimple,uncomplicatedandgood. Canexperiencelifesexperiencesandopportunitiesyetremain yourself. Inanunsafeandunfairworld,youaresafe. Redemptionispossible.Thereishopeandyouarenotcaged. Itisnaturalandharmoniousandreflectsperfection. Simplepleasure,basicvalues.Honestyandauthenticity.

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TheInnocentprovidesanidentityforbrandsthat:
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isaproductthatisbeyondprovinganythingandstandsonits owntwofeet isbuiltonsimplicityandprovidesasimplesolution hasastrongethicalandmoralfoundation builtontraditional,uncompromisingvalues areassociatedwithgoodness,traditionorchildhood areaproductandservicethatpromisessalvation,wellnessand goodness

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BrandExample:Purity Adesireforpurity,goodnessandsimplicity

January 30, 2008 in Advertising , Brand Archetypes, Brand Strategy , Brand Technology, Context Brand Consultants | Permalink | Comments (0) | TrackBack (0) Digg This | Save to del.icio.us

The Healer Archetype


TheHealerdesiresemanatefromtheneedtogiveandtoprovidecare andsupport,evenattheexpenseofthemselves.Theyaremovedby compassiontohelpothersatrueFlorenceNightingale. OtherNames:Caregiver,thesaint,altruist,parent,helper,supporter Moto:Loveyourneighbourasyourself Values:Compassion,Healing,Comfort Thehealercanbedefinedthroughthefollowingtypesof characteristics:
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Protectivetowardschildrenandtheenvironment

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Protectivenessandsupportcausessacrificeofownneeds Conflictinbalancingothersneedswithownandthedesireto supportratherthansmotherorsuffocate Polariseddesireswithpositiveandnegativemakesthisa complexbrand Protectionhealingnourishment Sensitivetoothersandprovideemotionalsupport Providingsafetyfromharmandaretrusting

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TheHealermayberightforyourbrandidentityif
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astrongsupportingbrandthathelpsbuildsanotherbrandatits expense deliverscomfortandwellbeing helpspeoplebuildrelationshipsandconnectwithoneanother canbeanonprofitorcharityorganisation isgenerousandsupportive hasastrongcustomerservicepositioning helpsandcaresforpeople

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BrandExample:OumaRusks Timehonouredfamilyrecipethatbringsamomentofpeaceand enjoyment

January 30, 2008 in Advertising , Brand Archetypes, Brand Strategy , Brand Technology, Context Brand Consultants | Permalink | Comments (0) | TrackBack (0) Digg This | Save to del.icio.us

The Jester Archetype


TheJesterlivesforversatilecommunication.Theylovetoplay,and toexpressandenjoythemselves.Theythriveonstandingoutand expressingthemselvesasindependentthinkers. OtherNames:Storyteller,Messenger,EternalYouth,Intellectual, Trickster Motto:Spontaneousbeingthroughcommunication Values:Communication,Versatility,QuickWittedness,Knowledge TheJestercanbedefinedthroughthefollowingtypesof characteristics:
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Representsfun,thelightersidetolifeandavoidingboredom Breaktheruleseasilycanbeabitanarchist Thinkinnovativelyandoutofbox Maysellunhealthyproductsthatarenotgoodforyou Turnnegativeintoapositive Cangetawaywithpushingitalittle

TheJestermaybeagoodidentityforbrands:
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isfunandexciting hasayouthfulfeelorapplication needstohaveaverydistinctivefeelthatiscontrarytothe

product
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isveryversatileandadaptsverywell processanddisseminateknowledgeandinformationclearly

BrandExample:Nandos It'snotaboutthechicken,itsaboutLife

January 30, 2008 in Advertising , Brand Archetypes, Brand Strategy , Brand Technology, Context Brand Consultants | Permalink | Comments (0) | TrackBack (0) Digg This | Save to del.icio.us

The Loyalist Archetype


TheLoyalistenlivensandnourisheshumanityinasolidandpractical manner.Theyareintouchwithlifeandreflectacalm,composed demeanour. OtherNames:Builder,NatureLover,Musician,Provider,Gardener, Dance Motto:Protect,buildandnourish Values:Presence,Steadfastness,Practicality,Nourishment,Being Natural TheLoyalistcanbedefinedthroughthefollowingtypesof characteristics:
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Issteadfast,loyalandcalm Seekstoenlivenandnourisheshumanity Hasstrongconnectionstonature Isasymbolofstrengthandpracticality Hasasensualandartisticside Tendstobuildfromnaturalfoundationsorelements Canbeverymaterialistic Providesprotection Creativeandliveforthemoments

TheNurturermayberightforyourbrandidentityif:
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thatallowscreativeexpression isanaturalsubstanceandfostersnature haspracticalusesorispracticalinitsapplication thatcanbedrivenbyinnovation isitdoityourselftypeofproduct hascreativetypeofsolutionsthatmaybemultiple

BrandExamples:Lego NourishingchildrensInquisitiveness,CreativityandImagination!

January 30, 2008 in Advertising , Brand Archetypes, Brand Strategy , Brand Technology, Context Brand Consultants | Permalink | Comments (0) | TrackBack (0) Digg This | Save to del.icio.us

The Executive Archetype


TheExecutivedesirestocreatealastingimpactontheworldthrough hardworkandplanning.Theyareintouchwiththemaninthestreet andseektocreatevaluethroughdisciplinedeffort,focusand organisation. OtherNames:WiseElder,Executive,Advisor,Manager,Hermit, AmbitiousOne Motto:PlanYourWork&WorkYourPlan Values:Integrity,Structured,Disciplined TheExecutivecanbedefinedthroughthefollowingtypesof characteristics:
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Doesnotseekelitismandvaluesthecommonmanjustasthey are(everyonematters) Desirestocreatealastingimpactontheworldthroughhard workandplanning Bringsstructureandwisdomtoanyapplication Inspiresthebestfromstaff,peopleandenvironmentwithout takingcredit Takesresponsibilityforaction Ishonestandtakesprideindeliveringquality

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TheExecutivecouldbegoodforbrands:
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isahighlystructuredproductwithfunctionalapplications iswellworkedoutproductthatisreliable providesorganisationtopeopleandsystems isdignifiedandhasintegrity

BrandExample:SABMiller "Oursuccesswilldependonknowinghowtorunabeerbusiness betterthanourcompetitorsandextractingmaximumvaluefromthe assetsnowinplace."

January 30, 2008 in Advertising , Brand Archetypes, Brand Strategy , Brand Technology, Context Brand Consultants | Permalink | Comments (0) | TrackBack (0) Digg This | Save to del.icio.us

The Warrior Archetype


TheWarriorinspiresustotriumphoveradversaryandevil,defending thecauseortheunderdog.Theybringenergy,actionanddelivery andwillmaketheirpresencefelt. OtherNames:Warrior,Leader,Hero,Adventurer,Initiator,Light Bearer Motto:SeizetheMomentandMakeitHappen Values:Courage,Initiative,Independence,Action TheWarrioristheherobrandandcanbedefinedthroughthe followingtypesofcharacteristics:
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Makestheworldabetterplace Inspiresustotriumphoveradversaryandevil,defendingthe causeortheunderdog Reflectsambitionandinspiresbraverytoovercomechallenges andmaketoughchoices

andmaketoughchoices
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Displaysenergy,discipline,focusanddetermination Helpsyoubecomeallyoucanbe Arehighlycompetitiveandenergetic

TheWarriorcouldbegoodforbrands:
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thataredriveinitiativesorinitiatethingsinaconsumerslife thatrelatetolargesocialchange thatneedtobeaggressivelypositionedinthemarketplace thatarecomingupfromthebottomofthepile thathelppeopleexpresstheirpotentialandstretchthemselves thathaveamajorimpactontheworld thataredrivenbyhighactivity arehighlycompetitive

BrandExamples:Investec MakingthingshappenbybeingOutoftheOrdinary

January 30, 2008 in Advertising , Brand Archetypes, Brand Strategy , Brand Technology, Context Brand Consultants | Permalink | Comments (0) | TrackBack (0) Digg This | Save to del.icio.us

The Diplomat Archetype


Plato:Thatwhichisgoodisbeautiful,andthatwhichis beautifulisgood
TheDiplomatseekstobringbalance,harmonyandfairnesstoany situationandrelationship.Theybringsocialorderthroughstrategy, planning,andcooperationandhaveadeepappreciationofsensual beautyandpleasure. OtherNames:Artist,Lover,Diplomat,Peacemaker,Councillor,Host, Lawmaker Motto:UnderstandingPatternsofHarmony Values:Intimacy,Balance,SophisticationandAestheticBeauty TheDiplomatcanbedefinedthroughthefollowingtypesof characteristics:
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Onapersonallevelitisaboutrelationshipsofintimacy,sensual pleasureandtruelove Onamacroscaleitisaboutsocialharmonyandjustice Itrespectsfriendshipsandlifelongassociations Admiresbeautyandaestheticrefineness Appreciatespatternsandlateralthinking Seekstobringbalance,harmonyandfairnesstothesituation andrelationship Bringssocialorderthroughstrategy,planning,andcooperation

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TheDiplomatmaybeagoodidentityforyourbrandif:
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bringsbalanceandharmonytosituation canbeapremiumqualityproductthatisdistinctive helpspeoplefindintimacyamongsteachother providesasenseofwellbeingandaesthetics helpspeopleenjoythemselvesandletgo

BrandExample:Woolworths WhereQuality,InnovationandValueisTheDifference

January 30, 2008 in Advertising , Brand Archetypes, Brand Strategy , Brand Technology, Context Brand Consultants | Permalink | Comments (0) | TrackBack (0) Digg This | Save to del.icio.us

The Explorer Archetype


TheExplorerdesiresfreedom,wantstobeselfsufficientandloves theappealofspace,opennessandexpansiveness.Theyseeka betterworldanditisaboutthejourneyandwhatwillsupportthe journey. OtherNames:Explorer,Philosopher,Gypsy,Scholar,TruthSeeker, Teacher Motto:Followthejourney Values:Philosophy,Inspiration,Idealism TheExplorercanbedefinedthroughthefollowingtypesof characteristics:
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Itisaboutthejourneyandwhatwillsupportthejourney Findpathsthataretherebutundiscovered Theappealofspace,opennessandexpansiveness Preferindividualisticexpressionovercompetitiveenvironments Lookingtofulfilaneed Desirefreedomandbecomingselfsufficient

Theexplorerisagoodidentityforbrandsthat:
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isaproductthathelpspeopletoactiontheirdreams looksatanewwaysofdoingthingsratherthaninventing somethingcompletelynew hasaetherealqualityandanidealisticsolution helpspeopletobethemselves bringssomethingnewtothetable isaproductdifferentiatesitselfwithoutconformingorfollowing thetrend

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BrandExamples:Jeep Wannahavesomefunoutthere?

January 30, 2008 in Advertising , Brand Archetypes, Brand Strategy , Brand Technology, Context Brand Consultants | Permalink | Comments (0) | TrackBack (0) Digg This | Save to del.icio.us

The Ruler Archetype


TheRulerexpressespower,charismaandcharmandisborntorule. Theyaredrivenbyactionandthedesiretocreateandmanage throughcontrol.Theycanbeveryplayfulanddramaticyetare clearlyincharge. OtherNames:Performer,King/Queen,MagicalChild,Entertainer, Knight Motto:CreateYourVisions Values:Creativity,ZestforLife,Charisma,Playfulness TheRulercanbedefinedthroughthefollowingtypesof characteristics:

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Takescontrol,orprovidescontroltoasituation Gainingandmaintainingpowerisaprimarymotivation Theirenvironmentisexpressive,opulentorshowy Concernedwithimage,statusandprestige Provideclearlydefinedroles Canbeveryplayfulanddramatic Areclearlyinchargeandarepowerful

TheRulermayberightforyourbrandidentityif:
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isapowerbrandorahighstatusbrand helpspeopletodeveloptheirownpersonalpower developsastrong,functionalbrandpositioningasamarket leader helpspeoplebemoreincontrol helpspeopleexpressthemselves ismoderatelytohighpriced providelifetimeguarantees helpspeopleexpressthemselvesbecausetheyareincontrol areprotective

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BrandExample:Microsoft "Wheredoyouwanttogotoday?"

January 30, 2008 in Advertising , Brand Archetypes, Brand Strategy , Brand Technology, Context Brand Consultants | Permalink | Comments (0) | TrackBack (0) Digg This | Save to del.icio.us

The Sage Archetype


TheSageseparatetruthfromillusionandhasthewisdomtosolve murkyproblemsthatotherscannot.Theyareindependentthinkers thatvaluetruth,andbelieveinhumanitiescapacitytocreateabetter world. OtherNames:Mentor,Master,SacredServant,Worker,Craftsman, Disciple Motto:Realismanddevotioninthoughtandinservicetolife. Values:Efficiency,BeingDependable,Detail TheSagecanbedefinedthroughthefollowingtypesof characteristics:
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Separatestruthfromillusiondisplayswisdomandsolvesmurky problemsotherscant Displaysclearlucidthinkingbutlackcharisma Theexpert:educate,adviceandguide Helpyoumakeasmarterdecisiondiscriminationandeffective thinking Makespeoplethinkandstimulatesideas Learninganddevelopment

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TheSagewouldbeagoodidentityforbrands:
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isbasedonserviceandcommitmenttoarelationship provideknowledgeandexpertisebasedonpracticalexperience andkeeninsight stimulatesyourcustomerstothink isdetailedorientedandisdependable(eg:research) providespracticalsolutionstocomplexproblems

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BrandExamples:Oprah Whodoyougotoforadvice?Oprah,helpingyoumakebetter decisions.

January 29, 2008 in Advertising , Brand Archetypes, Brand Strategy , Brand Technology, Context Brand Consultants | Permalink | Comments (0) | TrackBack (0) Digg This | Save to del.icio.us

How brands naturally grow


Thereisnodoubtthattodaysbrand worldhasbecometoocomplicated.I wasdoingsomeresearchonbrand positioningandcameacrossamodel calledtheBrandAssetValuator.Itisa modelthatwasdevelopedbyY&R, whichispartoftheWPPgroup. Thelovelythingaboutthismodelis thatitshowsthebranddevelopment logicandhasqualifiedthisresearching20000brandsover13years with450000consumerthrough44countries,with70brandmetrics, 48imaginaryattributes,140consumermetricsandwithin50 categories.Sufficetosay,theresearchisqualified. Thesimpleoutputofthisprogramtherearefourpillarsthatmustbe developedinalogicalwaytocreateabrandleadershipposition. DifferentiationandRelevancemakeupBrandStrengththeyaxiswith EsteemandKnowledgemakingupBrandStatureonthexaxis.These twodonotnecessarilycorrelatewherejustbecauseyouhavestrong brandstature,meansyouhavestrongbrandstrengthenandvice versa. Byusingthesefourpillarsandaguidelineyoubuildabrandfirst throughdifferentiation,thenrelevance.Overtime,esteemdevelops, thenknowledge.

January 18, 2008 in Brand Strategy , Brand Technology | Permalink | Comments (0) | TrackBack (0) Digg This | Save to del.icio.us

Brands do not happen by chance!!


WelcometotheBrandEvolutionblog. Thepurposeofthisblogistoexplorehowbrandsevolve,which includeshowyouneedpositionyourbrandssothatitevolveswhere

youneeditto.EinsteinoncesaidthatGoddoesnotplaydicewith theuniversesonothingislefttochance.Sodontleaveyourbrand tochance.


December 06, 2007 in Advertising , Brand Archetypes, Brand Strategy , Brand Technology, Context Brand Consultants, Weblogs | Permalink | Comments (0) | TrackBack (0) Digg This | Save to del.icio.us