Novinium Brand Archetype Workshop (with Ponies!)

Published on Sep 22, 2016

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PRESENTATION OUTLINE

Novinium

Brand Archetype Workshop (with Ponies!)

Archetypes - A Crash Course

  • Deep storytelling roots - transcend time, culture, language
  • Plato...Carl Jung...Joseph Campbell...

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

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

Jester

Photo by quimby

Everyman

Photo by davedehetre

Caregiver

Creator

Ruler

Photo by fortinbras

Innocent

Photo by hehaden

Explorer

Photo by siaronj

Sage

Photo by julochka

Magician

Photo by RLHyde

Hero

Photo by foroyar22

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