Brand Archetypes: The Science Behind Brand Personality

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We all have an emotional connection with a brand where the alternative simply won't do. Your connection with that brand is likely on a human level. Whether they speak your language, champion a cause you believe in or represent who you are, the connection is more than just transactional. The world's most loved brands all connect with us using a similar framework. This framework is based on decades of scientific research and has its roots in Greek Mythology. This Framework is Archetypes. www.iconicfox.com.au/brand-archetypes

Marketing

Plato [423-349 BC]
Forms of intuition are the
templates of intuitive
understanding

Aristotle [384-322 BC]
We’re hardwired for story

Carl Jung [1875-1961]
We all have the same instinctive
and unconscious understanding
of behavioral patterns

The 12 Jungian Archetypes
Are the primary colours to any personality
and each appeal to a specific desire.

Use Balance
For the right Archetypal Mix

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Archetypal Branding provides you with a systematic way to: • Clearly define the Brand so that it is compelling and credible to your key Target Audiences. • Create a Brand Identity that all key internal Constituencies can agree on and work from. • Increase the Reputation, Image, perceived Value and Brand Awareness of your Company Recent studies have shown that the most potent component of premium brands is a clear identity that is grounded in the ultimate personality types deciphered by the Swiss psychiatrist Carl Jung, the so-called Archetypes. Tracking over 13,000 brands over a period of five years and interviewing more than 120,000 consumers across 100 product categories, archetypal researcher Carol Paerson found that archetypal brands outpaced non-archetypal ones by a factor of 97% in Market Value Added (a measure of how much value a company has added to, or subtracted from, its shareholder investment). A Booz Allen Hamilton research report recently showed that „brand-guided companies have profitability margins nearly twice the industry standard. Brand-guided banks, for example, have an ROE of 19% compared to 8% for non brand-guided banks.“

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