Building brands with Archetypes

ArchetypeCards

If you can build a story around your brand that you can tell at every touch point, your team, current customers and, importantly, future customers will have a clear idea as to what to expect from your product or service.

Our strategic approach to brand development involves leveraging logic and emotion, tapping into how a person or brand behaves.

This instinctive yet unconscious understanding of mental architecture is described by Swiss psychiatrist Carl Jung as ‘archetypes’.

Our approach to building your business is more than creating a logo and a colour scheme.

Archetypes define the soul of your brand and enable you to express it in ways that resonate with universal feelings and instincts. In today’s intensely competitive and complex environment, an emotional appeal is the key prerequisite to effective marketing.

We believe that when archetypal theory is applied to a brand it enables you to separate yourself from your competitors beyond price, product or service, as those can simply be replicated.

A Brand is really about ‘what we and our customers feel and believe’ when they think, touch, see or experience anything related to your business.

A true Brand is the sum of many parts, though fundamentally it is about the ‘head and the heart’ or logic and emotion.

When we identify your brand archetype, we define:

  • Brand personality (archetype) and how it can be used to build brand and culture
  • Supporting brand imagery and elements
  • Brand language and brand story
  • Brand value proposition
  • How to leverage your strapline/tagline throughout your marketing
  • Clear brand direction that can be used to promote new and/or existing products/services.
  • How the brand story can be told at various levels of the sales process.

Many businesses know who they are now and who they want to be in the future but don’t know how to get there. We will define the process you need to evolve into your future brand.

Get in touch to find out more.

Yours in branding

Belinda

homelessfonts.org

How clever is this? This is a beautiful and moving piece of work for the homeless in Spain, turning their handwriting typically only used to write on cardboard for donations, into new fonts that can be bought online by brands and agencies around the world. The film speaks for itself, and you can buy the fonts here.

The funds collected through the website will be used to finance the work of Arrels Foundation for the homeless people in Barcelona.

Exercise = subway ticket

To promote exercise and the 2014 Olympics, a very special ticket machine has been installed at the Moscow subway station.

Instead of accepting money as payment, the high-tech ticket machine only accepted exercise. Riders could receive a free ticket by standing in front of the machine’s camera, and performing 30 squats. The idea is to get people active and amped for the games.

If you could do a little bit of exercise in exchange for a train ticket, would you?

Ajax Social Wipes

Ever tried to get rid of all the old pages and boring brands you’ve ‘liked’ on Facebook, or spam you’ve accumulated on Twitter? Colgate’s social tool called “Ajax Social Wipes” does exactly that, by instantly aggregating all of the pages you’ve ‘liked’ on Facebook, where you can easily (with a single click) get rid of things clogging up your news feed! Meanwhile, over on Twitter, it will actively detect spam that you might have started following, and automatically remove it from existence!

Check it out here: http://ajaxsocialwipes.com/

Created by the guys at VML in Sydney.

Global Digital Statistics 2014

Here’s the 2014 Global Digital Statistics, Stats & Facts SlideShare presentation from the guys at We Are Social. It features digital stats like:

  • 2.5 Billion People are Online
  • 1.8 Billions are on Social Networks
  • Top Social Networks added 135 Million users in 2013
  • Facebook now has 1.184 Billion Users

It may be 183 pages, but well worth the look, grab a cuppa and enjoy!

Coolest World Map

This map was created by comic website Doghouse Diaries and highlights what each country leads the world in… very cool.

Australia has the most deadly animals, deadly shark attacks and highest rate of melanoma in the world… not so cool.

Coolest World Map

Here are some of the highlights:

Russia: Raspberries and nuclear warheads

Cameroon: Killer lakes

Mongolia: Velociraptor bones

US: Death by lawnmower

Mexico: Getting struck by lightning

South Africa: Ostriches

Finland: Coffee-drinking

Spain: Cocaine use

Canada: Maple syrup and asteroid impacts

New Zealand: Sheep and rugby

Malaysia: Caves

Greenland: Personal space

Ireland: Highest quality of life

Democratic Republic of Congo: Pygmy chimpanzees

Cambodia: Longest alphabet

India: Movies

South Pole: Emperor penguins

Sweden: Atheism

Japan: Robots

The map was based on articles from Wikipedia so may not be the most accurate, but it sure is amusing.

See full image here also featured on news.com.au

The RAV4 Outdoor Website

To illustrate the adventurous reputation of Toyota’s Rav4, the car manufacturer built an outdoor website on the Bryanston Cycle Park in Johannesburg.

Parts from the website were brought to life on a 1.8km cycling track that was fitted with sensors, custom-built option bars and WiFi. Cyclists could literally use their bike as a cursor and navigate their way through the outdoor site. They could choose options while on the course to pick which area of the site they wanted to view. They were also able to live tweet during their ride by hitting wooden twitter buttons along the route.

At the end, the cyclist rode through a “refresh” button that refreshed the track for the next cyclist. What a great way to show just how adventurous Toyota’s Rav4 4×4 SUV can be.

See how the participants took to the outdoor site:

Find out more here.