One possible answer, therefore, is the use of marketing archetypes. These archetypes are powerful tools that can help identify the psychological patterns that influence consumer decisions. Therefore, they are based on the concept of Archetypes studied by Carl Jung , theorist of Analytical Psychology, who identified the 12 main models , each with its own characteristics, values, motivations and challenges.
What are Marketing Archetypes?
Archetypes are models or profiles that represent universal characteristics and motivations present in human psychology. They also help us overseas data understand consumers’ needs, desires, and values, which in turn allows brands to create more persuasive messages and strategies.
Now, let’s say you’re working on a campaign for a sportswear brand. In this case, by identifying the Hero archetype in your target audience, for example, you can create messages that emphasize overcoming challenges, empowerment, and striving for achievement.
What are the 12 marketing archetypes?
Applying these concepts to building what is decile analysis? brand identity and image helps define the tone of voice, style, message and value proposition of companies, and this creates a unique and differentiated personality.
This way, brands can communicate with the public in a more authentic, human and relevant way, generating identification, trust and preference .
The 12 Marketing Archetypes
The Innocent:
Transmits purity, simplicity, optimism and joy. Seeks to be happy and make others happy, without complications or conflicts. Examples: Coca-Cola, Disney.
The Explorer:
It values freedom, adventure, discovery and novelty. It encourages people to venture out into the world, try different things and live intensely. Examples: Red Bull, Jeep.
The Sage:
Seeks knowledge, truth, wisdom and search engine optimization mails understanding. Stands out for intelligence, expertise and credibility. Examples: Google, Harvard.
The Hero:
Its objective is to overcome challenges, overcome obstacles, achieve goals and make a difference. It is characterized by courage, strength, competence and determination. Examples: Nike, Mastercard.
The Outlaw:
Challenges rules, conventions and the status quo. Wants to change the world, provoke and express individuality. Examples: Harley-Davidson, Diesel.
The Magician:
Creates extraordinary, transformative and surprising experiences. She uses her creativity, imagination and innovation to make dreams and desires come true. Examples: Pixar, Lego.
The Common:
Identifies with ordinary people, basic needs and traditional values. Seeks to belong to a group, be accepted and be useful. Examples: Havaianas, McDonald’s.
The Lover:
It stimulates the senses, emotions and interpersonal relationships. It creates deep connections, awakens passions and fulfills desires. Examples: Victoria’s Secret, Chanel.
The Court Jester:
Use humor, fun and irreverence to communicate, make people laugh, have fun and enjoy the moment. Examples: Skol, M&M’s.