HARNESSING THE POWER OFARCHETYPES FOR YOUR MARKETING

Gianluca Fiorelli

@gfiorelli1 #BigDigitalADL

Slenderman

Or the return to oral traditionin storytelling in the Internet Age

SLENDERMAN SHADOW

SHADOWArchetypeTranspersonal, pure or radical evil

(symbolized by the Devil and demons) and collective evil.

ArchetypesForms or images of a collective

nature which occur practically all over the Earth as constituents of myths and—at the same time—as

individual products of unconscious.

The [forms and images] are imprinted and hardwired into our

psyches

Roger DooleyIn 80% of cases we make a decision before being

rationally aware of it( )

Brand Personality Archetypes

Brand Personality Archetypes

Brand LoyaltyCommunity

EngagementConversions

To KnowHOWPeople

Search Is Important

But KnowingWHYPeople

Search Even More

The 12 Archetypes

itseo.org/12Arctypes

THECREATOR

CREATIVEANTICONFORMIST

The Brand Empowers its audience as much as it is able to express itself using its products

THERULER

EXCLUSIVENESSSTATUS GROWTH

A brand that presents itself as a Ruler is suggesting to their audience that they can be rulers too

THECAREGIVER

TRUSTEMPHATY

Caregiver brands present themselves as someone to trust, because they care and empathize with their

audience

THEINNOCENT

POSITIVISMBEAUTY

The Innocent finds positive sides in everyone and everything

THESAGE

HUMANISMKNOWLEDGE

The Sage is deeply humanist and believe in the power of humankind to shape a better world through

knowledge

THEEXPLORER

ADVENTUREBRAVENESS

Explorer brands prompt their audience to challenge themselves and to discover their inner adventurer

THEHERO

COURAGEJUSTICE

THEMAGICIAN

CLEVERNESSINTELLIGENCE

The Magician is able to make the impossible possible

THEOUTLAW

REBELANARCHIST

The Outlaw is the rebel, the one who breaks the rules in order to free his true self

THEEVERYMAN

NORMALITYHAPPYNESS

Brands targeting the Everyman audience (and painting themselves as such) craft their messages about the beauty of simple things and daily real life

THEJESTER

IRRIVERENTIMPULSIVE

A brand that presents itself as the Jester is a brand that wants to make our lives easier and more

bearable, providing us joy

THELOVER

PASSIONATEPHYSICAL

Knowing Our Archetype Is UselessIf We Cannot Build a Brand Story With It

THEORY OF LITERARY

MODES

Northrop Frye

Anatomy of Criticism

SEMIOTICSMeets

ARCHETYPES

Considering the relation between the nature of the main character (the Hero) and the

environment where he acts

Classification of literary works

#1

ENVIRONMENTN

ATU

RE

EPICROMANCE

COMEDY

IRONY

MYTH

Considering if the Hero is refused or accepted by society (Tragedy and Comedy)

Classification of literary works

#2

ENVIRONMENT

THE GOD ACCEPTED

HIGH COMEDY

IRONIC COMEDY -

SATIRE

IDYL

PICARESQUE

COMEDYN

ATU

RE

EXAMPLE #1

The Hero can become part of a community only if she passes through a series of tasks, which will award prizes and more capabilities. If the user is able to pass through all the tasks, he will not only be accepted but also may have the opportunity to be among the leaders of the community itself.

MAGICIAN

IDYLLIC MODE

GAMIFICATION

EXAMPLE #2

The Hero is not an interior designer or decorator, but the Deus Ex Machina is there to help Everyman kind of people like me and you in every way as we decorate our own houses.

EVERYMAN

COMEDIC MODE

EDUCATIONAL

EXAMPLE #3

The Hero is the brand community, who does not care what the mainstreamconcept of fashion is and designs and crowdfounds "its fashion."

OUTLAW

PICARESQUE COMEDY

COMMUNITY

BUILDER

IDYLL

COMMUNITY

IT’S ALL ABOUT THE WHY

http://itseo.org/1VHNweySimon Sinek

There is a world of stories hidden in the About Us and

Mission pages

And in how we design our Personas

Buyer Persona

We can design Personas using

http://www.aimclearblog.com/category/psychographic-

targeting/

DEMOGRAPHIC DATA - GA Demographics http://itseo.org/28gtnRC

DEMOGRAPHIC DATA - GA User Explorer http://itseo.org/214cBQe

DEMOGRAPHIC DATA - FB Audience Insights http://itseo.org/24uyx7Z

PRO TIP:Add a Facebook

retargeting pixel in your site just to collect demographic data

http://itseo.org/1UD1CeS

And they lead to theBrand World Building

Ian Lurie - http://itseo.org/1Un2HF0

STORIES THAT WE MUST PAINT ACCORDINGLY TO THE COLORS PATTERNS

OF OUR ARCHETYPE

Psychology of Colors

http://itseo.org/1t1DM39

AND STORIES THAT PEOPLE CAN RECOGNIZE

THEMSELVES WITH AT FIRST SIGHT

HERO SHOTS

Angie Schottmuller http://itseo.org/1WCw2Br

Stories we can A/B test and refine

A BRAND IS NOTA trademark.

A mission statement. A logo or slogan.

A product or service.An advertisement.

Joanna Lord - http://itseo.org/1UtFbWl

A BRAND ISAn intangible asset that

resides in people’s hearts and minds.

Joanna Lord - http://itseo.org/1UtFbWl

THANK YOU