BRAND YOU

BECOME A B E T T E R C O M M U N I C A T O R

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 Archetypes and their origins
Archetypes are a collectively-inherited unconscious idea, pattern of thought, image, that is universally
present in individual psyches.

1919 1949 2001

Carl Gustav Jung Joseph Campbell Margaret Mark &

Swiss psychiatrist Carl Jung and founder of analytical American mythologist, who demonstrated that the Carol S. Pearson
psychology, who introduced the term Archetype in collective unconscious is cross-cultural - 1949, his theory
c.a. 1919, he theorized about myths and archetypes of the journey of the archetypal hero found in world Applied archetypes to Marketing & Branding, also
in relation to the unconscious (inaccessible part of the mythologies, it describes a number of stages or steps explained how to harness the power of the archetype
mind). along this journey. to align corporate strategy

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 The 12 Jugen Archetypes
RULER CAREGIVER EXPLORER LOVER

REBEL MAGICIAN HERO JOKER

REGULAR GUY CREATOR SAGE INNOCENT

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Structure of the Archetypes
STABILITY
Consistent, sound, steady,
established, predictable

Affiliated, connected, Free, autonomous,

welcome, at home non- aligned, self-determining

SKILL
Clever, manual or mental dexterity

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Structure of the Archetypes
STABILITY
Consistent, sound, steady,
RULER established, predictable SAGE
CREATOR EXPLORER

INNOCENT
CAREGIVER

Affiliated, connected, Free, autonomous,

welcome, at home non- aligned, self-determining

LOVER HERO
REGULAR GUY REBEL
JOKER SKILL MAGICIAN
Clever, manual or mental dexterity

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Our Archetypes

OPPOSITE ARCHETYPE
Opposite Archetype
Traits & challenges in to oppose the challenges &
balance Main Archetype
CORE ARCHETYPE
Main Archetype
Traits & challenges in extreme negative/ stress situation
(emotional reaction)
Traits & challenges in extreme positive situation
(emotional reaction)
Act & React Archetype

VEILED ARCHETYPE
Veiled Archetype
Traits & challenges in calm situation when your Main Archetype does
not need to defend/ oppose or act

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 Our Archetypes

- Key words and core traits

- Distil from traits to find the archetypes elements
- Archetypes desires structure

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 RULER Ruler
STABILITY
Consistent,
sound, steady,
established,
predictable
power isnt everything, its the only thing
Core Desire: control
Goal: create a prosperous, successful family, company, or community
Fear: chaos, being overthrown
Strategy: exert leadership, exercise power
Talent: responsibility, leadership, guidance
Weakness: being bossy, too authoritarian, control freak

IMPORTANCE: To be responsible and prestigious

makes people more organized
king aristocrat
empowers others to maintain or enhances their grip on power
is a natural leader that offers a sense of security and stability in a chaotic world
manager authority 8
 CREATOR Creator
STABILITY
Consistent, Affiliated,
sound, steady,connected,
established, welcome,
predictable at home
if it can be imagined, it can be created
Core Desire: to create things of enduring value
Goal: to realize a vision
Fear: to have a mediocre vision or execution, no creativity
Strategy: to develop artistic control and skill
Talent: to create culture, express own vision, creativity & imagination
Weakness: perfectionism, bad solutions, miscreation
IMPORTANCE: To be artistic and creative
promotes self-expression
inventor is in a creative field like marketing, public relations, the arts
wants to differentiate from a "do-it-all
Has/finds the time to be creative
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innovator visionary
 CAREGIVER Caregiver
Affiliated,
connected,
welcome,
at home
love your neighbor as yourself
Core Desire: protect people from harm
Goal: to help others
Fear: selfishness, ingratitude
Strategy: to do things for others, to take care of others
Talent: compassion, generosity
Weakness: martyrdom of self, entrapment of others

IMPORTANCE : To care for others

altruist supports families
helps people stay connected with and care about others
helps people care for themselves
helper 10
 LOVER Lover
Affiliated,
connected,
welcome,
at home
Ionly have eyes for you
Core Desire: to attain intimacy and experience pleasure
Goal: being in a relationship with the people, the work, the experience
become more and more attractive- physically, emotionally
Fear: being alone, a wallflower, unwanted,unloved
Strategy: develop artistic control and skill
Talent: passion, gratitude, appreciation, commitment
Weakness: outward-directed desire to please others at risk of losing own
identity, doing anything and everything to attract others
sensualist IMPORTANCE: To find love and romance
helps people belong, find friends or partners
enthusiast function is to help people have a good time 11
REGULAR GUY Regular guy or girl
SKILL
Affiliated, Clever,
connected, manual or
welcome, mental
at home dexterity
allarecreatedequal
Core Desire: connecting with others
Goal: to belong, fit in
Fear: standing out from the crowd, being exiled or rejected as a result
Strategy: develop ordinary solid virtues, the common touch, blend in
Talent: realism, empathy, lack of pretense
Weakness: give up self to blend in,
in exchange for only a superficial connection

solid IMPORTANCE: To be OK as they are

that give people a sense of belonging
good
person that need to be differentiated in a positive way 12
 JOKER Joker SKILL
Clever,
manual or
mental
dexterity
youonlyliveonce
Core Desire: to live in the moment with full enjoyment
Goal: to have a great time and lighten up the world
Fear: boredom or being boring
Strategy: develop ordinary solid virtues, the common touch, blend in
Talent: play, make jokes, be funny, be joyful, irony
Weakness: frivolity, wasting time

IMPORTANCE : To have a good time

ironic that help people have a good time
overconfident
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satirist trickster
 MAGICIAN
Magician
SKILL
Clever,
manual or
mental
dexterity
it can happen
Core Desire: knowledge of the fundamental laws of how the world works
Goal: to make dreams come true
Fear: unanticipated negative consequences
Strategy: develop a vision and live by it
Talent: finding win-win solutions/outcomes
Weakness: manipulative

IMPORTANCE: To affect transformation

visionary catalyst has a new-age quality

inventor 14
 Rebel
REBEL SKILL
Clever, Free,
manual or self-
mental determining
dexterity
rules are made to be broken
Core Desire: revenge or revolution
Goal: to destroy what is not working
Fear: being powerless, trivialized, inconsequential
Strategy: disrupt, destroy or shock
Talent: outrageousness, radical freedom
Weakness: to go over to the dark side, live on the edge, rebel without a cause

IMPORTANCE: To break the rules

wild man
helps retain values that are threatened by emerging ones
paves the way for revolutionary new attitudes
misfit
breaks with industry conventions 15
iconoclast
 Hero
HERO
Free,
self-
determining

where theres a will, theres a way

Core Desire: to prove one's worth through courageous and/ or difficult acts
Goal: expert mastery in a way that improves the world
Fear: weakness, vulnerability, being a coward
Strategy: to be as strong and competent as possible, powerful
Talent: competence and courage
Weakness: arrogance, always needing another battle to fight, always have an
enemy
IMPORTANCE: To act courageously
winner warrior
helps people be all they can be
solves a major social problem or encourage or encourage others to do so
team
crusader
help people do tough jobs exceptionally well 16
player
 Innocent
INNOCENT
Free,
self-
determining

free to be you and me

Core Desire: to experience goodness
Goal: to be happy
Fear: to be punished for doing something bad/wrong
Strategy: to do things right
Talent: faith and optimism
Weakness: boring for all their naive innocence

IMPORTANCE: To maintain positive

Offer a simple solution to an identifiable problem are associated with goodness,
utopian mystic
morality, simplicity, nostalgia or childhood

dreamer naive 17
 EXPLORER
Explorer
STABILITY
Consistent, Free,
sound, self-
steady, determining
established,
its not about the destination but the journey predictable

Core Desire: the freedom to find out who you are through exploring the world
Goal: to experience a better, more authentic, more fulfilling life
Fear: getting trapped, conformity, and inner emptiness
Strategy: journey, experience new things, escape from boredom & entrapment
Talent: autonomy, ambition, being true to one's soul
Weakness: aimless wandering, becoming a misfit

IMPORTANCE: To feel free to expand horizons

pilgrim
helps people feel free, nonconformist or pioneering
want to differentiate themselves from a successful regular guy/gal
individualist wanderer
creates novelty and excitement 18
 SAGE
Sage
STABILITY
Consistent,
sound,
steady,
established,
the truth willset you free predictable

Core Desire: the discovery of truth

Goal: to use intelligence and analysis to understand the world
Fear: being duped, misled; ignorance
Strategy: seek out information& knowledge; understand thought processes
Talent: wisdom, intelligence
Weakness: static, passive, can study issues forever and never act

IMPORTANCE: To understand the world

provides expertise or information
expert
are supported by research-based facts
want to differentiate themselves from others whose quality or performance is suspect
advisor 19
mentor
 Creator Innocent
SKILL
Archetypes desire
STABILITY Ruler safety Sage
innovation

control understanding

Caregiver Provide Spiritual Explorer

service freedom
structure journey

Connect Leave a
belonging liberation
Regular with mark Rebel
guy/gal others

enjoyment
power

intimacy mastery
Joker Magician

Lover Hero 20
Find your Archetype PEOPLE

Amiable Expressive

ASK TELL

Analytical Driver

TASK 21
Find your Archetype PEOPLE

Regular Guy/Gal Lover

Hero Rebel

Amiable
Joker
Expressive

Magician
ASK TELL
Innocent
Caregiver

Analytical DriverCreator
Sage Ruler

Explorer

TASK 22
 Driver
Find your Archetype Need for structure and control

Stability
Control

Amiable Learning
Belonging MOTIVATION Analytical
Need to be part of others Freedom Need to lead by know how
and lead a normal life

Risk
Achievement

Expressive 23
Need to break old rules and think outside of the box
 Ruler
Caregiver Creator
Find your Archetype

Stability Innocent

Regular Guy/Gal
Control

Learning
Joker Belonging MOTIVATION Sage
Freedom

Risk
Lover Achievement Explorer

Hero Magician
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Rebel
 Confident
Controlling Authoritative
Ruler
Find your Archetype
Caregiver Creator

Regular Guy Stability Innocent

Funny
Joker Belonging MOTIVATION Learning Sage

Achievement
Lover
Explorer

Hero Magician
Rebel

Rebellious Nonconformist 25
Free-spirited
 New Archetypes

- Generations Archetypes

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 Archetype and Millennials

Among the first wave of millennials, ages 18-33, 22%

are more likely than the general population to identify
with the Hero archetype, 20% more likely for the
Explorer, 15% more likely for the Creator, and 11%
more likely for the Lover.

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Archetype and Millennials
Hero Explorer
Forge a Social Contract: Acts of Independence:
For this generation more than any other, brands have social Explorers prize autonomy, but the economy has
contracts. Make your corporate social responsibility thwarted rites of passage into adulthood for many.
initiatives part of your brand, not a sideline, and enable your Empower Explorers to achieve independence in small
Hero fans to identify with and contribute to your causes. acts or unconventional ways.

Achievement Appeal: Freedom Focus: Assure Explorers that in a

Stress levels are high for older millennials so demonstrate to conformist age, youre with them as they journey down
the achievement-oriented Hero how your product, services the road less traveled, and associate your brand with
and business are at the top of their game and will help them movement, free will and the pursuit of higher truths.
get to the top of theirs.

Creator Lover
Let Them Express Themselves: Eros, Not Ego:
The challenge for many millennials is to create and self- Millennials are nothing if not egotistically developed,
express in order to forge an identity and do work that is so the Lover brands role is to encourage a fuller giving
authentically ones own. Align your brand with the in to Eros (not Ego)passionate involvement with a
Creators quest for self-discovery. cause, culture, place, idea or set of experiences.

New Realms and Reinvention: (Really) Be There For Them:

Millennials are the first generation to have their entire life, Millennials expect more from brands than other
juvenile faux pas and all, exposed to the public, but cohorts: brands should know their Lover fans
Creators need the possibility of reinvention. Provide ways personally, court them deftly and facilitate more social
for your Creator fans to inhabit another world and persona graph intimacy and interactivity.
temporarily.

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The only real voyage of
discovery consists not in
seeking new landscapes
but in having new eyes.
MARCEL PROUST

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 THANK YOU
If you have inquiries or are in need
of clarification on any aspect of
this presentation, please contact:

SociaLady

http://socialady.weebly.com/

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