Creating & Protecting Strong Brands through Archetype Identification

Presented by Jeanne Maddox, Marketing Manager

Archetype Identification

If this business were split up, I would give you the land and bricks and mortar, and I would take the brands and trademarks,

and I would fare better than you.

John Stewart, former CEO of Quaker Oats circa 1900s

Archetype Identification

DIFFERENTIATE!

Innocent

Successful at ignoring and moving through barriers that would stop others; seeing what’s right in almost any situation; and maintaining faith in their ideals.

Every person

Successful at providing a sense of belonging and human dignity to others; creating hard-working teams that take pride in their work; and fostering real camaraderie among employees.

Hero

Successful at producing consistent results; creating teams and systems that fulfill objectives; and giving their all to achieve a goal.

Caregiver

Successful at providing consistent, high-quality service or care; creating stable and nurturing environments; and advocating for others at a very high level.

Explorer

Successful at staying current with trends, encouraging individual initiative, and providing others with the opportunity to learn and grow.

Lover

Successful at building real partnerships among employees and clients; seeing the possibilities for greater quality of life inside and outside of the workplace; and establishing harmonious ways of working together.

Outlaw

Successful at developing truly radical ideas, products, and services; leading reform of all kinds; and/or serving as the contrarian voice in debates.

Creator

Successful at developing distinctive, original products and services and/or innovating new

solutions or expressive means.

Magician

Successful serving as catalysts for change; turning problems into opportunities; reframing difficulties;

empowering people, teams, and networks; and creating flexible, win/win solutions for all involved in

a situation.

Ruler

Successful when they can make decisions that benefit others, use power to create positive

outcomes, and make order out of chaos.

Sage

Successful at developing significant expertise; gathering and analyzing information so that it’s useful to others; and contributing knowledge to

almost any situation.

Jester

Successful at brainstorming and thinking outside the box; finding clever ways around obstacles;

and having fun while getting work done.

Differentiation

RevolutionaryCreatorMagicianRulerSageJester

InnocentEvery personHeroCaregiverExplorerLover

Morbark Archetype - Hero