Brand Storytelling & Archetypes - Essay 3

Question 1

What is the concept ‘Brand Archetypes’?

Answer 1

The concept of brand archetypes wad proposed by Jung (1997), gaining traction due to crafting compelling brand narratives. However, despite offering a structured approach, it has received criticism due to not capturing the complex nature of the dynamic business environment.

Question 2

What is storytelling?

Answer 2

Storytelling has been recognised as a powerful tool in branding, enabling firms to connect with consumers on a deeper, emotional level. Utilised to differentiate in mature, competitive markets by providing meaning to the brand.

Question 3

What is the purpose of Storytelling & what is its objective?

Answer 3

Storytelling is a critical concept for brands and is essential for successful branding. Telling stories often make people feel good through connecting with common themes (Woodside et al, 2008). Brand storytelling can play the same role in increasing brand recognition and brand recall (Aime, 2011). One key objective of storytelling is creating an emotional connection and link with consumers to increase loyalty & engagement.

Question 4

What are the 4 facts of consciousness? (Jung, 1997)

Answer 4

Persona - masking ourselves from the real world
Anima - unconscious male attributes in females & female attributes in males
Shadow - animal side of our personality encompassing creative energies
Self - wholeness/ unity of our experiences

Question 5

How were the 12 archetypes developed?

Answer 5

Jung viewed the attainment of selfhood as the ultimate goal for individuals, leading to the 4 facet to be reconsidered, forming the 12 archetypes.

Question 6

What is an archetype?

Answer 6

Archetypes reflect a basic understanding of humanity & are universally recognised across different cultures ie the superhero & the villain

Question 7

Why are archetypes used?

Answer 7

To understand complex concepts, and in branding to understand key character personality traits of customers to aid marketers of howe to effectively target utilising storytelling. They can be used to categorise personality traits.

Question 8

Discuss the Archetype ‘the hero’:

Answer 8

Being on a mission to make the world a better place, embodies qualities including courage and bravery.
Example: Nike as they drive to unite the world through sport & improve health & wellness

Question 9

Discuss the Archetype ‘The Rebel’:

Answer 9

• Associated with questioning authority & breaking rules
  Example: Harley Davidson

Question 10

Archetypes as a framework:

Answer 10

Archetypes provide brands with a framework to understand how different personality traits resonate with different market segments. Allowing brands to align messaging with the selected archetype to create a consistent identity that builds an emotional connection with the target audience.

Question 11

Relevance of the Consumer Brand Identification Theory (CBIT)?

Answer 11

Consumers develop a deep sense of connection & similar to a brand which is captured within CBIT, a psychological framework which captures the process where consumers develop a strong connection with brands.

Question 12

Benefit of Archetypes in relation to CBIT

Answer 12

brans who portray archetypes which align with the traits and values of consumers can strengthen brand identification, allowing a deeper connection to be established between brands and their consumers. also enhancing brand loyalty

Question 13

What is Mark Ritson’s critique of archetypes?

Answer 13

Mark Riston criticise the effectiveness & practicality of the this framework. Questioning the over simplicity as he proposes by restricting brand identities down to limited set of archetypes risks overlooking key meanings of brand story

Question 14

what risks does having these restrictive archetypes?

Answer 14

Brands are shaped by a range of factors which may potentially not fit into predetermined archetypes. They may limit innovation & creativity in brand storytelling if brands are certain to remain within the boundaries of their specific archetype - this could result in brands forcing stories to fit into these moulds leading to inauthenticity & artificial brand communications

Question 15

A further criticism of archetypes

Answer 15

Brands can interact and connect with consumers across with consumers across different archetypes (Wartime, 2002). therefore they may not be relevant to modern marketing.

The framework is based on western psychology therefore may not be applicable as firms look to globalise sand enter new markers with new cultures, causing a misalignment between brand communications & consumer brand perceptions

Question 16

How to conclude

Answer 16

• Despite providing a structured approach to understanding storytelling, implementation into the modern business environment may discourage fluid marketing communications resulting in in-authenticity. Ritson’s critique highlights the importance to conduct an evidence driven approach to be able to build a strong and distinctive brand that resonates effectively with consumers through storytelling.