Novinium Brand Archetype Workshop (with Ponies!)
Published on Sep 22, 2016
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MORE DECKS TO EXPLORE
PRESENTATION OUTLINE
Archetypes - A Crash Course
- Deep storytelling roots - transcend time, culture, language
- Plato...Carl Jung...Joseph Campbell...
Photo by Darron Birgenheier
The Hero and the Outlaw, Margaret Mark and Carol S. Pearson (2001)
How We Can Use an Archetype
- Identify "white space"
- Align overall direction: focus, inspiration, clarity
- Identify helpful examples and inspiration
- Inform visual and written expression
Photo by Chris Smith/Out of Chicago
Guiding Principles
- None are inherently positive or negative
- Don't get too hung up on the labels
- Starting point, not a prescription -- wide range of possibility within each one
- Ideal outcome is to identify ONE primary archetype we can all rally around
- A compelling secondary archetype can influence expression
Photo by marfis75
12 Brand Archetypes
Going Deeper on Motivation
Lover
Photo by Tania_Cataldo
Everyman
Photo by davedehetre
Caregiver
Photo by Jonathan Taglione
Creator
Photo by *Vintage Fairytale*
Ruler
Photo by fortinbras
Rebel
Photo by chanelchat Rachel
Competitive Set
Novinium Themes and Messaging
How Do You See Novinium?
Next Steps
- Develop/refine brand archetype
- Draft brand building blocks (purpose, position, pillars, messaging map)
- Next meeting: Week of Oct 24 or 31 to review draft
- Goal: Finalize by end of November
Photo by Andrew from Sydney
