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Archetypes help brands connect with their audience on a deep emotional level, fulfilling unconscious ambitions and aspirations. Mark, M. and Pearson, C. (2001), 12 archetypes and 4 human drivers can help brands figure out what their archetype is, to then help them challenge category conventions, stand-out and reconnect with their consumers on a more emotional level through marketing. The 4 human drivers categorises the 12 archetypes further.

If your brands archetype, falls under the human driver Stability, it means the message your brand is conveying is that it wants to provide structure to the world. If your brands archetype, falls under the human driver Independence, it means the message you brand is conveying is yearning for paradise. If your brands archetype, falls under the human driver Mastery, it means the message your brand is conveying is to leave a mark on the world and if you brands archetype, falls under the human driver Belonging, it means the message your brand is conveying is that it wants to connect with others. These human drivers represent different consumers wants and needs.

For example, within fragrance, Dior’s brand archetype is Lover and a consumer who want tobuy a Dior perfume after viewing its advertising, has the unconscious ambition and aspiration of being loved or in love. Archetypes help bring out the emotion and soul in marketing campaigns, giving consumers feelings about a brand, connecting with them on a whole other level. Archetypes provide the brand with a human identity that is relevant to all human beings, they help fill the gaps between what customers deepest motivations are and the experiences that fulfil their basic human needs.

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