The Brand Archetype Justin Tucker CMO West, a WFG company
[ Storytelling & Brand Archetypes ] Presented By Justin Tucker CMO WFG and West
[ The Art of Storytelling ]
Story telling is all around us … • Movies • TV • Books • Marketing
Stories provoke us to act.
[ My First Car ]
Well this is me in high school … .
Story telling happens between us. As I was telling that story, what car did you picture?
[ Logos: Logic and Math ]
[ Mythos: Myth and Magic.]
Which one of these regulated their life?
As humans we are literally made up of hair, skin, bones, cells and organs.
But we are actually made up of stories.
Dreams, Goals, Hope, Desires, Love, Hate, Opinions, Songs, Nightmares, Brands.
Stories define us. Motivate us. And guide us.
So when it comes to marketing why do we tend to be informative and not visual?
Story Telling allows us to visualize.
[ Daydreaming ] The Average Daydream is fourteen seconds long. We have about 2,000 daydreams a day. We are constantly telling stories to ourselves.
That means in 24 hours … • We sleep for 8 • We daydream for 8 • And we have 8 to get things done
So how can we get our friends, family and potential clients to daydream about owning a home?
There are all kinds of different templates for story telling.
Quest, Rescue, Revenge, Riddle, Rivalry, Underdog, Adventure, Transformation, Love, Sacrifice …
(Here is a future presenter, Justin Stutz, getting his Luke Skywalker on)
But it’s the characters within these stories that we relate to at the highest level.
[ Archetypes ]
Creator The Creator’s core desire is to create something of enduring value and give form to a vision. Brands that encourage self-expression; provide choices and options; help foster innovation; or are artistic or creative in design embody the Creator archetype.
Hero The Hero strives to prove worth through courageous and difficult action and to exert mastery in a way that improves the world. Look behind that flowing cape to find brands that help people perform at their best, address a major social problem, and incite people to take action.
Outlaw The Outlaw is all about revolution and seeks to destroy what is not working. Brands that identify with values at odds with those of society at large, that pioneer new and revolutionary attitudes, or whose products literally destroy something (e.g. a bulldozer) fall into this category.
Lover More than anything in the world, the Lover wants to attain intimacy and/or experience sensual pleasure. The goal is to be in relationships with the people, work, experiences, and surroundings it loves. Examples of the Lover archetype are brands that help people find love/friendship or that foster beauty, communication, or closeness between people.
Everyperson The Everyperson wants only to belong and fit in and desires to connect with others. The mark of the Everyperson is prominent on brands with a down-home culture, that create things used in everyday life, and that help people feel that they, too, belong.
Sage Guided by the discovery of truth, the Sage uses intelligence and analysis to understand the world. Look at brands that provide expertise or information and that encourage people to think and you will see the Sage at work.
Explorer The Explorer yearns for the freedom to discover the world and experience a better, more authentic, and more fulfilling life. Brands with Explorer traits are often those that help people feel free, are nonconformist, are pioneering, and offer sturdy or rugged products.
Innocent Don’t worry, be happy! is the motto of the Innocent artchetype. It wants to find and experience paradise. Brands that are associated with goodness, morality, simplicity, nostalgia, or childhood are identified as Innocent archetypes.
Ruler One word: Control. The Ruler wants to create a prosperous and successful family, company, or community. Brands that enhance or promote power, help people become and stay organized, or promise safety and stability in a chaotic world are easily identified as Ruler archetypes.
Jester Just like the class clown from high school, the Jester wants to live in the moment with full enjoyment. He only wants to have a great time and lighten up the world. Look past the laughter and that silly hat and you will see brands that help people have a good time and embrace a fun-loving, freewheeling culture.
Caregiver The Caregiver’s aim is to protect people from harm and help others. Brands that serve families and that place a high value on customer service, especially those in the healthcare, education, or non-profit/charitable space, are labeled as Caregiver archetypes.
Magician The Magician archetype wants to make dreams come true through knowledge of the fundamental laws of how the world works. In addition to a white rabbit, from his hat the Magician pulls brands that are transformative, have a spiritual or psychological component, or help to expand consciousness.
[ Test Case #1 ]
Here is a look at what 5 months of intentional marketing can do …
STEP 1: DISCOVERY We Started with a Deep Dive into WFG Looking backwards at who we have been • Looking forwards at who we wanted to be • Small think tanks of brand enthusiasts •
[ What We Heard ] We want our clients & What we want people Our brand behavior is Our brand goal is customers to feel: to value most about defined by our: defined by: our brand is: Taken care of Vision Desire to Passion Protected Intuition motivate others & Guarded & to seek out a Commitment Cherished Transformative better way. Results
STEP 2: IDENTIFY We Focused on Identifying our Archetype Archetype Survey • The Caregiver & The Hero •
[ Archetype ]
Our Archetype: [ THE GUARDIAN ] A cross between the caregiver and the hero
The Guardian is compassionate, generous, and strong. It finds identity and fulfillment by protecting and caring for others.
Guardian Values: Strength Commitment Vision
Guardian Communication Innovative Supportive Problem Solver Moral Trusted Tactical Deliberate Reliable Swift Purposeful
Guardian Communication
Guardian Communication
The Statement.
STEP 3: DELIVERY We Created a Plan We created a plan for delivering the message
Email Marketing
Email Marketing • 1.3 Million Emails Sent • 25.4% Open Rate • 6.3% Click Rate
Social Media Ads
Social Media Ads • 438,119 Total Reach • 3,115 Clicks • 10 Consecutive Campaigns • Geared toward realtor/lender clients and targets
Retargeting and Programmatic Ads
Retargeting and Programmatic Ads • 131,407 Impressions • 5.4% Click Rate (triple the average click through rate)
Events Our internal launch Our realtor focused event for the event geared toward campaign. tech.
SWAG
The Results.
Methodology + Results
Overall Need
Industry Awareness
That all sounds nice…but how?
Our Formula Audience. Message. Mechanism.
Your Homework ……
[ www.poweredbywest.com/archetypes ]
Thank You!
The Brand Archetype Justin Tucker CMO West, a WFG company
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