Storytelling & Archetypes

Question 1

What is the purpose of storytelling for a brand?

Answer 1

Powerful tool for branding

Enables firms to connect with consumers on a deeper, emotional level

Differentiates brands in mature and competitive markets - through providing meaning to the brand

Question 2

Who popularised brand archetypes?

Answer 2

Jung (1997)

Question 3

Introduce brand archetypes

Answer 3

Gaining popularity through Jung (1997) archetypes have gained traction as a framework for creating compelling brand narratives.

Question 4

Simply put, what is the purpose and drawback of brand archetypes

Answer 4

allows brands to create compelling brand narratives

Faced criticism for over simplicity - failing to capture complexity of modern brands

Question 5

What are Jung (1997) 4 facets of consciousness? (PASS)

What purpose did they serve?

Answer 5

Persona (or mask)
Anima
Shadow
Self

They were refined to become the 12 archetypes (Jung, 1997)

Question 6

What is Persona (or mask) consciousness?

Answer 6

The facade which consumers show the world - the public persona that is put on to mask our authentic selves

Conforming to certain admirable traits

Question 7

What is Anime consciousness?

Answer 7

Refers to the unconscious female traits in males and unconscious male traits in females

Question 8

What is Shadow consciousness?

Answer 8

Represents the animal side of humans - encapsulating creativity and destruction

Question 9

What is Self consciousness?

Answer 9

Provides a sense of wholeness and unity in our experiences where individuals can reflect upon shared experiences

Question 10

What do character archetypes reflect?

Answer 10

Reflect a basic understanding of what it means to be human

Question 11

How long have character archetypes been around?

Answer 11

Have been around as long as there has been storytelling e.g. Superhero and Villain - it is learnt at a very young age

Question 12

Does storytelling allow an individual to experience myths?

Answer 12

Yes, storytelling allows individuals to experience one or more architectural myths

Question 13

What are myths?

Answer 13

Traditional stories about heros and supernatural beings which are passed down through generations and continue to resonate in modern society

Question 14

How can these archetypes be used in branding?

Answer 14

They can be used to understand key personality traits of customers to effectively target a specific audience through storytelling

Question 15

Give an example of a brand using ‘The Hero’ archetype

Answer 15

The Hero = On a mission to make the world a better place - they are bold and courageous

Nike - brand purpose is to unite people together through sports and fitness and create a healthy planet

Question 16

Give an example of a brand using “The Rebel”

Answer 16

Harley Davidson - brand associations of questioning authority and breaking rules

Question 17

Power of archetypes in branding

Answer 17

They provide a framework for understanding how brands can embody certain personality traits that resonate with different consumer segments.

This allows brands to align messaging with a specific archetype to create a consistent identity that builds emotional connection with the target audience.

Question 18

What theory could be used to explain the bond which archetypes can assist in creating between consumers and brands?

Answer 18

Consumer-Brand Identification Theory (CBIT)

Question 19

What are the benefits of consumers identifying with a brand?

Answer 19

Brands portraying archetypes which align with consumer values or desired self-image can strengthen brand identification and foster deep connections

= this connection goes deeper than just brand preference and satisfaction, it builds a sense of community and brand loyalty among these consumers

Question 20

What are the 2 main critiques which Ritson (2021) provides about Jung’s (1997) 12 archetypes?

Answer 20

1. Over-simplicity - brands are complex and dynamic shaped by a range of factors which may not necessarily fit in to predefined archetypes - limiting the brand
2. Strict classification of archetypes - they are not fluid, which may make brands force fit stories - potentially resulting in inauthentic/artificial brand communications which consumers can typically see right through.
3. Lack of empirical evidence supporting archetype branding over other approaches - he prefers evidence based (consumer insights, market research & strategic analysis)

Question 21

What is another 2 critiques of 12 archetypes?

Answer 21

1. 12 is very limited - Research has shown brands can actually interact and communicate with customers through storytelling through multiple different archetypes (not encapsulated within the 12)
   These archetypes may not be well equipped enough to fit modern day marketing.
2. They are based on western psychology - limiting their transferability and could cause misalignment