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Are You a Lover or a Fighter? Copy

Published on Nov 06, 2015

Created for Seattle Startup Week 2018: An overview of 12 brand archetypes and how they can be used to clarify a brand's mission and message and inspire powerful storytelling.

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PRESENTATION OUTLINE

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Are You a Lover or a Fighter?

Finding Your North Star for Brand Storytelling
Photo by 🐣 Luca Iaconelli 🦊
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Catherine Carr   @mamatweeta   #ssw2018

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Today

  • Background & why
  • Crash course - 12 archetypes
  • Method
  • Examples
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background

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Margaret Mark and Carol Pearson

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Why?

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Marty Neumeier - brand flip

  • Power has shifted from companies to customers.
  • People are not focused on products, but meaning.
  • Customers buy products to build their identities.
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Invent a new brand

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Clarify mission and message

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Refocus and revitalize

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Inspire

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the 12 Archetypes

A Crash Course
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All resonate at different times

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None are inherently positive or negative

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Don't get too hung up on the labels

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Stability and Control

The archetypes in this quadrant help people feel safe.
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1. Caregiver

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2. Creator

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3. Ruler

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Independence and
Fulfillment

The archetypes in this quadrant help people find happiness.
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5. Innocent

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5. Sage

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6. Explorer

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Trader Joe's

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Risk and Mastery

The archetypes in this quadrant help people achieve.
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7. Hero

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8. Magician

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9. Rebel

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Avvo

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Belonging and Enjoyment

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10. Lover

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11. Everyperson

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12. Jester

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Zooming Out

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method

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What would be expected in my category?

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What is the competition doing?

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What feels true?

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What if it's hard to choose?

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How deep do you want to go?

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Layers and levels

  • Mission/purpose
  • Voice/tone/vocabulary (Name)
  • Visuals
  • Product experience
  • Marketing
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case study 1

Block by Block
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case study 2

Brook Health
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case study 3

Haiku Deck
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Qyestions?

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vitaminccreative.co
catherine@vitaminccreative.co
@mamatweeta

Photo by Darron Birgenheier

Catherine Carr

https://www.haikudeck.com/vitamin-c-creative-portfolio-business-presentation-LEEXVKdNwE