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A flavour of our Clients

Inspiring minds
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Consumers arent targets they are product and message shapers We need to engage with, consult with and then encourage to opt in Dynamic Planning develops insights that allow us to talk to people in ways that resonate. So even in this increasingly fragmented and disparate landscape, no opportunity to engage or inspire escapes us.

We we do What work different.

We we do What work different.

Discovery
Dig around for unique insights and pull together into a manageable summary. Involves research with target customer segments as well as staff

Results
Practical and achievable ways to prove our mettle - ensuring we show our accountability and get results

Breakthrough
A simple set of highly effective techniques that use insight together with creative thinking to develop and articulate a big strategic idea

Connections
A simple yet thoughful way to capitalise on the big brand idea and turn it into a detailed and intuitive communications strategy that creates a better connection with the consumer, through both the message and the medium

A brand is a story that people want to be a part of that they readily identify with

Working with Archetypes

Why Archetypes?
A theory that resonates Not a panacea A different perspective
Angle of attack
enabling us personalise a brand and help us to use story and ritual to bring a brand to life

Differentiating us

What is a Brand Archetype?

How BJL uses Archetypes

Custom-made questionnaire Internal and consumer research
How the brand is currently perceived What the brand should aspire to be

Can the brand credibly own an archetype? Create a brand identity based on archetype Build into brand DNA Unique brand platform/architecture

The 12 Archetypes
Stability
Control
Creator Ruler Innocent Ex lorer

Independence
Self Fulfilment

Caregiver

Sage

Jester

Hero

Belonging
Connect

Lover Regular Guy

Outlaw Magician

Mastery
Change

Archetypes & Their Primary Functions in Peoples Lives

Archetype Creator Caregiver Ruler Jester Regular Guy/Girl Lover Hero Outlaw Magician Innocent Explorer Sage Helps People Craft something new Care for others Exert control Have a good time Be OK just as you are Find and give love Act courageously Break the rules Affect transformation Retain or renew faith Maintain independence Understand the world Brand Example

Archetype Examples

Hero
Also known as: The warrior, the crusader, the rescuer, the superhero, the solider, the winning athlete, the dragon slayer, the competitor, the team player

Strategy:

become as strong, competent, courageous and powerful as you are capable of being

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Explorer
Also known as: The seeker, adventurer, iconoclast, wanderer, individualist, pilgrim, quester, antihero and rebel.

Strategy:

Journey, seek out and experience new ways, look at things in a new way. Escape from entrapment and boredom or the status quo

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Sage
Also known as: Expert, scholar, detective, oracle, evaluator, advisor, philosopher, researcher, thinker, planner, professional, mentor, teacher, contemplative

Strategy:

seek out information and knowledge; become self-reflective and understand thinking processes

Ruler
Also known as: the boss, leader, aristocrat, parent, politician, responsible citizen, role model, manager, or administrator exert leadership Strategy:

Magician
Also known as: Strategy: The visionary, catalyst, innovator, charismatic leader, mediator, shaman, healer, or medicine man or woman develop vision and live it

Innocent
Also known as: Strategy: Pollyanna, utopian, traditionalist, nave, mystic, saint, romantic, traditionalist, dreamer Do things right

Regular Guy/Gal
Also known as: The good old boy, the regular Jane, Everyman, the common man, the guy or gal next door, the realist, the working stiff, the solid citizen, the good neighbor

Strategy:

develop ordinary solid virtues, the common touch, blend in

Lover
Also known as: Strategy: partners, friends, intimates, matchmakers, enthusiasts, connoisseurs, sensualists, spouses, team builders, harmonizers become more and more attractive-physically, emotionally, and in every other way

Outlaw
Also known as: The rebel, the revolutionary, the villain, the wild man or woman, the misfit, the enemy, or the iconoclast

Strategy:

disrupt, destroy, or shock

Creator
Also known as: Strategy: the artist, innovator, inventor, musician, writer, or dreamer develop artistic control and skill

Caregiver
Also known as: Strategy: the caretaker, altruist, saint, parent, helper, or supporter do things for others

Jester
Also known as: the fool, trickster, joker, punster, entertainer, clown, prankster, practical joker, or comedian

Strategy:

play, make jokes, be funny

Discuss.
What archetype is our brand? What archetype (or mix of archetypes) could our brand be in the future?

The 12 Archetypes
Stability
Control
Creator Ruler Innocent Explorer

Independence
Self Fulfilment

Caregiver

Sage

Jester

Hero

Belonging
Connect

Lover Regular Guy

Outlaw Magician

Mastery
Change

What you told us

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Competitor archetypes?

Our Archetypes
Stability
Control
C eator Ruler Innocent Explorer

Independence
Self Fulfilment

Ca e ve

a e

este

He o

Belonging
Connect

Love Re ula uy

Out aw Ma c an

Mastery
Change

Building this into the DNA of the brand

Caregiver- Do things for others
The Category

Innocent- Do things right

The Cashplan Category

Hero- Be strong, capable, confident

The Differentiator

Caregiver/Innocent/Hero DNA
Idealistic Simple values Functional Inclusive Democratic Value led business

Making the world a better place

Healthsure

Strives for justice Helping Protectors of others Devoted to the Innocent a worthwhile cause Be all you Altruistic can be

Look Familiar?

Thank you