CONNECTING
THROUGH
STORIES AND
ARCHETYPES
HOW TO THINK, TALK AND ACT
LIKE YOUR CUSTOMERS
“Advertising is dead!” Put down your pitchforks, people.
Advertising as we’ve always known it may be dead. But, there has
never been a better time to be in advertising. Or, more appropriately,
the business of communication.
Advertising today is about connection. It’s about storytelling and
story starting. You have to tell the right stories at the right time to
truly connect with and inspire your audience.
5,000 ADS
PER DAY
AND NO ONE
CARES.
- MEDIA DYNAMICS
But how do we, as marketers, tell the right stories? According to a
recent study by Microsoft, the average attention span of a human is
8 seconds. A goldfish? 9 seconds.
8 SECONDS
9 SECONDS
H OW I S A N A DVE RTI SER
SUPPOSE D TO CONNEC T IN
SUCH A SH ORT PE RI OD OF
TI ME ?
YOU HAVE A BETTER
LIKELIHOOD OF
SURVIVING A N
AIRPLANE CRASH
THAN CLICKING ON
A BANNER.
- BUSINESS INSIDER
By NOT rewriting history. In other words, tap into the stories your
customers already know. Get them to remember, rather than expecting
them to connect with new things.
We all have certain stories that we’ve heard over and over and still
love them because they are wired into our DNA. Brands can tap into
these stories and customize them with their own unique characters
and mini plot lines. It’s a proven method that works again and again
to drive brand equity, connection and, yes, even sales.
To fully understand this concept, let’s take a look back at the work
of Paul Campbell, a 20th century mythologist who studied stories
across cultures for thousands of years. Campbell found that the most
powerful stories were myths that addressed higher moral values
such as justice, truth, and self-expression. These myths also followed
similar patterns that have been ingrained in our unconscious over
time. When we hear a story that follows the pattern, it is immediately
familiar to us.
Campbell discovered that the most popular storylines in history
follow a pattern that he termed The Hero’s Journey. This is the
same storyline used in Star Wars, Harry Potter, The Hunger Games,
Braveheart, Wizard of Oz, Taken, The Gladiator, and countless other
forms of entertainment and literature.
In this story, an unlikely hero living the status quo meets a mentor
who sends her on a journey of self-discovery and higher purpose.
This mentor gives the hero a gift to help her solve the problems of
a broken world. The journey takes the hero on a dangerous path
where she is nearly killed by her nemesis. The hero then rises up to
defeat the enemy, earns a treasure and then uses it to heal society.
She then returns back to the status quo as a much wiser, stronger
and changed person.
HOW AR E T H E B E ST B RA N DS
U SIN G TH IS F O R M UL A?
They empower and inspire the consumer to be his or her best self.
For example: “Just Do It”. Nike empowers athletes to exercise, be
amazing, and achieve incredible things. Within its mission statement,
Nike says, “If you have a body, you are an athlete.” In this scenario,
the consumer is the hero, Nike is the mentor, and the shoes & clothing
are the gift.
How about “Think Different”? Steve Jobs said Apple’s purpose is to
empower people with passion to change the world for the better.
Its tagline “Think Different” is a rally cry to its customers to go on
a journey to make the world a better place. The customers are the
heroes, Apple is the mentor and its computers are the gift.
Apple also does something else that is incredibly powerful.
It uses archetypes. Archetypes represent a pattern of ideas and
thinking that transcend time and cultures. According to Carl Jung
there are 12 core archetypes. Each one represents its own basic
human motivations, values and traits. Jung said Archetypes tap into
our collective unconscious and control most of our decision-making.
They set the foundation for how we see our place in the world and
how we connect with other people and with brands.
THE 12 ARCHETYPES
When the “Think Different” campaign launched in ’97, Apple aligned
itself with seventeen 20th Century iconic personalities including
Albert Einstein, John Lennon, Amelia Earhart and others. Each of
these people represents specific archetypes that trigger a connection
with our unconscious. Apple brought its tagline to life with these
heroes, inspiring us all to change the world for the better (by using
Apple products, of course).
THE EXPLORER
THE CREATOR
H OW D I D H A RL E Y DAVIDSON
G O FROM N E A R BANKRUPTCY
TO BE I NG ON E OF T HE MOST
POWE RFUL LY RECO GNIZED
BRA NDS I N THE WORLD?
It began to understand the real reason that people purchased a Harley.
THE SAGE
To connect with customers, brands need to see the world through
their eyes. They need to think, act and talk like their customers and,
most importantly, do it authentically and transparently.
“WHAT WE SE LL IS THE ABILITY FOR A 4 3 -YE AR - O L D
ACCOUN TAN T TO DRE SS IN BLAC K LE AT H E R , R I DE T H R O UGH
SMALL TOWN S AN D HAVE P EOP LE BE AF RAI D O F H I M.”
- JOHN R U SSELL
FOR MER MA N AGIN G DIR ECTOR , H A RL EY- DAV IDSON
HOW AR E S M A R T B RA N DS US I NG
ARC HE T Y P E S IN S O CIA L M E D IA?
HE R E ARE A F EW EXA M P L ES:
JACK DANIEL’S
When Jack Daniel’s began speaking to its customer archetypes on
social, its engagement levels skyrocketed 800% almost overnight.
The image of a Jack Daniel’s drinker is one of defiance and
independence, making the core Jack Daniel’s archetype the
MAVERICK. With its own rich, barrel-aged history, the brand is
second to none when it comes to celebrating authentic individuality.
The post below connects with the EVERYMAN – your every day guy
next door who bonds with others by being humble, hard working
and friendly. The persona of Jack Daniel the man is very much alive
in the way the brand communicates with fans. Jack is the friend
who is always there for you (150 years strong), no matter what.
Source: Social Symphony
DOS EQUIS
Dos Equis’ “Most Interesting Man in the World” is one of the best
uses of multiples archetypes for a marketer in recent times. This
campaign helped increase sales for a mature brand by nearly 300%
in just 9 years. (Source: USA Today)
Dos Equis’ sales exploded because people connected with a
series of humorous micro stories featuring different archetypes, all
tapping our inner drive for creativity, intellect, and heroic feats of
kinds.
THE LOVER
THE EXPLORER
THE HERO
THE CAREGIVER
THE CREATOR
AIRBNB
Airbnb is a brand that connects almost exclusively with the
EXPLORER in us all, from focusing on stories about its hosts around
the world, to the exotic or whimsical destinations at your finger tips,
to living like a local in every sense of the word.
I dare you to last five minutes on Airbnb’s Instagram without feeling
inspired to start planning your next adventure.
HOW CA N B RA N DS F IN D
T HE I R OW N A R CH E TYP ES TO
CO N N EC T IN S O CIA L M ED IA?
To begin, here are some questions to ask:
•
•
•
•
•
How do you make your customers’ lives better?
Who are your customers and what drives their decision-making?
What goals are your customers trying to achieve?
What’s their WHY?
How can you inspire your customers to be their best selves?
On the surface the answer to the first question may be very product
focused. But believe it or not, there are emotional motivators that
make RAM and hard drive space or a bigger engine or fewer calories
seem appealing. Speak to the emotion and the WHY.
Your message needs to somehow incorporate the basic hero’s journey
– whichever archetype that hero may be - inspiring people to run
faster, jump higher, think deeper, and explore more. Integrate your
brand within the message as the gift that can help make the world –
or at the very least, their life - better.
H OW CA N M A RK E TE RS USE T EC HNOLO GY
A ND DATA A N A LYSI S TO L E ARN HOW
CUSTOM E RS PE RCE I VE TH E IR BRAND?
Once you begin to look at first and third party data with an eye toward
archetypes, a lot becomes very clear. Patterns emerge, revealing
why people love your brand and/or your competitors. Ideas on how
you can communicate more effectively, differently and simply begin
to emerge.
For example, by looking at the social chatter around Panda Express,
it becomes very clear that people turn to Panda when they are having
a bad day. There is a significant level of commentary that discusses
Panda as comfort food and a perfect solution to a bad day. The
Panda customer in this scenario is the EVERYMAN, with Panda as
the CAREGIVER, and an entire strategy can be built around bringing
joy and happiness through food.
W H AT’ S TH E
B OT TO M L IN E?
Advertising and marketing have never been so alive. The slow death of
traditional marketing methods is opening the door for new narratives,
often told with a carefully crafted voice and creative strategy within
social media. Social media is the most effective, direct, two-way
communication you’ll ever have with your customers. Best in class
brands in social are the ones that take the time to truly understand
the underlying needs of their customers through studying their
archetypes.
Good Advertising is no longer about selling. It’s about inspiring. It’s
no longer about brand stories. It’s about people stories.
We all want a best friend that understands, helps and inspires us.
Your goal as a brand is to be that friend. Your products and services
are simply a means to a much more powerful end goal: To make the
lives of your customers better.
I S YOUR SOCI A L M E D IA LESS
TH A N A BSOLUTE LY A MAZING?
If so, give us a call. We would love to explore the attributes of
your brand in combination with your customers’ archetypes
to begin making true connections in social media.
JOHN BOHAN
CEO & Founder
[email protected]
310.773.0942
2150 Park Place Suite 100
El Segundo, CA 90245
AR C HE T YP E CH EAT S H EE T
EVERYMAN: The typical, ordinary human beings among us who
strive to belong and feel accepted through humility and hard work.
Brands that connect: IKEA, Southwest, Trader Joes
THE SAGE: The wisest information-seekers among us who aim to
understand the world and share their knowledge to help improve
lives. Brands that connect: Google, Rosetta Stone, Apple
MAVERICK: The rebels among us who go against the grain of
conformity by living a rich, authentic life free from establishment.
Brands that connect: Harley Davidson, Diesel, Virgin Airlines
CREATOR : The artists, designers and makers among us who thrive
on expressing themselves and their individuality. Brands that
connect: Lego, Adobe, Home Depot
EXPLORER: The adventurers among us who seek to experience a
more fulfilling, spontaneous, story-filled life. Brands that connect:
Taco Bell, Airbnb, National Geographic
LOVER: The sensualists among us who thrive on seduction, beauty
and adjectives you can almost taste, smell or touch. Brands that
connect: Godiva, GUESS Jeans, Herbal Essences
JESTER: The entertainers and comedians among us who lighten the
mood and help others enjoy life to the fullest. Brands that connect:
M&M’s, Sour Patch Kids, Cheetos
MAGICIAN: The visionaries among us who transform dreams into
reality. Brands that connect: Disney, Dyson, Polaroid
HERO: The champions among us who lead by example and never
settle for anything less than their very best. Brands that connect:
Nike, FedEX, Red Bull
RULER: The elite upper class among us who enjoy the finer things
in life, within a community based on luxury, power and exclusivity.
Brands that connect: American Express, Brooks Brothers, Forbes
INNOCENT – The purest among us who spread optimism and joy
to all by appreciating the simple things in life. Brands that connect:
Dove, Snuggle, Pillsbury
CAREGIVER: The selfless servants among us whose sole driving
purpose is to help others. Brands that connect: TOMS, Campbell’s,
Mr. Clean
A DDI T I O NA L S O UR CE S
Wikipedia – Joseph Campbell https://en.wikipedia.org/wiki/Joseph_Campbell
Hero’s Journey Ted Talk https://www.youtube.com/watch?v=Hhk4N9A0oCA
Story Wars https://www.youtube.com/watch?v=RPKzF2tFgfs
Social Symphony Presentation at iMedia Moz https://moz.com/blog/the-power-of-archetypes-in-marketing
Soul Craft http://www.soulcraft.co/essays/the_12_common_archetypes.html
Steve Jobs Speech https://www.youtube.com/watch?v=keCwRdbwNQY