Let's take a closer look at examples of brand archetype descriptions that use the above models.
Innocent: Coca-Cola
Coca-Cola's marketing strategies are based on simple but essential events and values, such as seasonal celebrations or time spent with loved ones and friends. The surprised and delighted eyes of a child always serve as the basis for representing these moments. It is worth noting that this approach was very well demonstrated in the famous Christmas campaign "The Holidays Are Coming to Us".
Innocent - Coca-Cola
Source: shutterstock.com
Benefits: People are naturally inclined to trust brands that tap into the Innocent archetype, which evokes feelings of happiness and nostalgia.
Disadvantages: sometimes car owner data package excessive cloyingness and naivety leads to banality, especially if it does not correspond in any way with the company's products.
Sage: TED Conferences
TED is an acronym for technology, entertainment, and design. TED's primary goal is to spread the ideas of world-renowned thinkers and innovators to a wider audience.
The company's conferences cover a wide range of topics, from global warming to online dating. Despite this, TED does not push propaganda, as it is a conference platform. This feature conveys a sense of honesty and reliability to listeners, making the company the trusted source of information that this archetype should be.
Strengths: The model in question is a combination of intelligence, eloquence, and openness to new ideas, without being constrained by prejudices. This is especially important because public opinion is constantly changing: what is considered acceptable today may become irrelevant or offensive tomorrow. Through adaptation and insight into the sciences, the Sage maintains his relevance and remains progressive.
Disadvantages: There is a fine line between wise, well-reasoned advice and pedantic, self-important prudery, and no one likes an arrogant person.
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Searcher: REI
The Explorer archetype is used by REI, a company that sells products for outdoor enthusiasts. It speaks of the joy of discovery and the incredible beauty of the natural world.
If a brand that specializes in selling trekking shoes and outdoor equipment doesn't look like it embraces adventure and risk, customers may think it's all about the money.
Of course, every company strives to make a profit, but customers prefer not to get into this: many want to believe that they are acquiring something more, following their personal values and beliefs.
Advantages: These archetypes are pioneers who do not rest on their laurels, striving for new opportunities and challenges. Such companies impress their customers and inspire loyalty to their brand, as they constantly inspire and attract their consumers. Everyone is waiting for new products from this company and is interested in what the organization will do this time.
Weaknesses: Many may feel that in pursuit of this achievement, the company is unreliable and flighty. This archetype becomes interesting, but if everything you create is limited to the backpack level, the audience will quickly become bored.
Rebel: Harley-Davidson
When you hear the word “rebel,” you might picture a biker on a Harley-Davidson, proudly riding into town. It’s this archetype that has made the brand so recognizable around the world. Despite its small market share compared to Honda and Yamaha, Harley-Davidson is firmly in the top 4 in market share.
Rebel - Harley-Davidson
Source: shutterstock.com
Harley-Davidson has demonstrated high marketing effectiveness through its clear and consistent branding strategy. Two recent examples clearly demonstrate this fact:
The video campaign "United We Will Ride" has collected more than 500,000,000 views. It featured famous actor Jason Momoa.
The trailer for 'Long Way Up', which stars Ewan McGregor and Charley Boorman as they travel on Harleys from the tip of South Africa to Los Angeles, has been viewed over 56 million times.
Advantages: The Rebel brand archetype is considered one of the attractive strategies due to its rebelliousness and love of freedom. People, to their surprise, love outsiders, even if they are a huge company.
Disadvantages: This model cannot be used in all areas of business due to its unique features.