archetypes and automobile marketing

Inner DirectivesAll about the people who aspire to a car called BRAND

BRAND Drivers AdmireMothers and fathers and Mother

Theresa…People who are fair, strong, loyal,

compassionate and who have integrity and original ideas. People who overcome adversity, who are successful, but humble: Explorers, athletes, visionaries Christopher Columbus Tiger Woods Wayne Gretzky Martin Luther King Bono

Other Drivers AdmireMothers and fathers and Mother

TheresaPeople who are strong-minded, down to

earth, tenacious, stick-to-it, ambitious: Business leaders,

entrepreneurs, politicians Bill Gates Oprah Winfrey Pierre Trudeau Bill Clinton Mother Teresa

Insights into the people

Reactions to the BRAND

Dynamic

Elegant

Stylish

A cross

A central star

A diamond

Strong and

victorious

A knight or a superhero

BRAND driver archetype

The Knight Archetype

•Crusading

•Idealistic

•Enthusiastic

•Oriented toward action

•Strong, persisting and enduring

BRAND drivers exposed

Traditionally, a Knight is recognized for having ideals of strength, bravery, self-discipline and a sense of honour. Knights play sports for the pleasure of playing, are honourable opponents, good losers

and never boast. They put the needs of others before their own and are always ready to come to the assistance of others, especially the

less fortunate.A Knight is a member of an elite order, enshrined in the notion of a

quest and eager to make the world a better place.


The main activities of a Knight include:•The testing and proving of strength, skills and abilities in tournaments•The saving of princesses from besieged castles, and•Searching for the lostHoly Grail, a symbol of the Feminine, whose recovery will heal an ailing Kingdom


BRAND is the vehicle through

which they express their enthusiasm

for life


BRAND is the answer to the quest

for power: in a BRAND you are

shielded, protected in your quest in the speed of daily life

so you can be victorious in your

quest.


With a BRAND you can be powerful and

affect change in your life. BRAND

gives you the inspiration, the care and the motivation

to be great, and break the mould. You just have to have a dream. BRAND is that

dream.

BRAND drivers as knights

Hero Lover

Warrior

Full of questing

enthusiasm and a

readiness to test all limits

Compassion and seeks pleasure, relatedness and generativity

Loyal, strong, courageous

BRAND drivers as knights

Hero Lover

Warrior

BRAND drivers are enthusiastic, energetic people who are driven by a passion for life

and love. They love to test their (and everybody else’s) boundaries, prove their abilities, share their triumphs and joys.

They believe strongly in relationships and family ties. For them BRAND provides cars,

vans and trucks that help them express their enthusiasm for life.

archetypes and automobile marketing

Documents