The Brand Archetype Justin Tucker CMO West, a WFG company [ - - PowerPoint PPT Presentation

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The Brand Archetype Justin Tucker CMO West, a WFG company [ - - PowerPoint PPT Presentation

Feb 14, 2023 356 likes •1.15k views

The Brand Archetype Justin Tucker CMO West, a WFG company [ Storytelling & Brand Archetypes ] Presented By Justin Tucker CMO WFG and West [ The Art of Storytelling ] Story telling is all around us Movies TV Books

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The Brand Archetype

Justin Tucker CMO West, a WFG company

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Presented By Justin Tucker CMO WFG and West

[ Storytelling & Brand Archetypes ]

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[ The Art of Storytelling ]

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Story telling is all around us…

  • Movies
  • TV
  • Books
  • Marketing
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Stories provoke us to act.

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[ My First Car ]

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Well this is me in high school….

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Story telling happens between us. As I was telling that story, what car did you picture?

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[ Logos: Logic and Math ]

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[ Mythos: Myth and Magic.]

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Which one of these regulated their life?

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As humans we are literally made up of hair, skin, bones, cells and organs.

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But we are actually made up of stories.

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Dreams, Goals, Hope, Desires, Love, Hate, Opinions, Songs, Nightmares, Brands.

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Stories define us. Motivate us. And guide us.

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So when it comes to marketing why do we tend to be informative and not visual?

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Story Telling allows us to visualize.

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The Average Daydream is fourteen seconds long. We have about 2,000 daydreams a day. We are constantly telling stories to ourselves.

[ Daydreaming ]

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That means in 24 hours…

  • We sleep for 8
  • We daydream for 8
  • And we have 8 to get

things done

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So how can we get our friends, family and potential clients to daydream about owning a home?

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There are all kinds of different templates for story telling.

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Quest, Rescue, Revenge, Riddle, Rivalry, Underdog, Adventure, Transformation, Love, Sacrifice…

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(Here is a future presenter, Justin Stutz, getting his Luke Skywalker on)

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But it’s the characters within these stories that we relate to at the highest level.

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[ Archetypes ]

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Creator The Creator’s core desire is to create something of enduring value and give form to a vision. Brands that encourage self-expression; provide choices and

  • ptions; help foster innovation; or are

artistic or creative in design embody the Creator archetype.

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Hero The Hero strives to prove worth through courageous and difficult action and to exert mastery in a way that improves the

  • world. Look behind that flowing cape to

find brands that help people perform at their best, address a major social problem, and incite people to take action.

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Outlaw The Outlaw is all about revolution and seeks to destroy what is not working. Brands that identify with values at odds with those of society at large, that pioneer new and revolutionary attitudes,

  • r whose products literally destroy

something (e.g. a bulldozer) fall into this category.

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Lover More than anything in the world, the Lover wants to attain intimacy and/or experience sensual pleasure. The goal is to be in relationships with the people, work, experiences, and surroundings it loves. Examples of the Lover archetype are brands that help people find love/friendship or that foster beauty, communication, or closeness between people.

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Everyperson The Everyperson wants only to belong and fit in and desires to connect with

  • thers. The mark of the Everyperson is

prominent on brands with a down-home culture, that create things used in everyday life, and that help people feel that they, too, belong.

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Sage Guided by the discovery of truth, the Sage uses intelligence and analysis to understand the world. Look at brands that provide expertise or information and that encourage people to think and you will see the Sage at work.

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Explorer The Explorer yearns for the freedom to discover the world and experience a better, more authentic, and more fulfilling

  • life. Brands with Explorer traits are often

those that help people feel free, are nonconformist, are pioneering, and offer sturdy or rugged products.

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Innocent Don’t worry, be happy! is the motto of the Innocent artchetype. It wants to find and experience paradise. Brands that are associated with goodness, morality, simplicity, nostalgia, or childhood are identified as Innocent archetypes.

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Ruler One word: Control. The Ruler wants to create a prosperous and successful family, company, or community. Brands that enhance or promote power, help people become and stay organized, or promise safety and stability in a chaotic world are easily identified as Ruler archetypes.

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Jester Just like the class clown from high school, the Jester wants to live in the moment with full enjoyment. He only wants to have a great time and lighten up the world. Look past the laughter and that silly hat and you will see brands that help people have a good time and embrace a fun-loving, freewheeling culture.

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Caregiver The Caregiver’s aim is to protect people from harm and help others. Brands that serve families and that place a high value on customer service, especially those in the healthcare, education, or non-profit/charitable space, are labeled as Caregiver archetypes.

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Magician The Magician archetype wants to make dreams come true through knowledge of the fundamental laws of how the world

  • works. In addition to a white rabbit, from

his hat the Magician pulls brands that are transformative, have a spiritual or psychological component, or help to expand consciousness.

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[ Test Case #1 ]

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Here is a look at what 5 months

  • f intentional marketing can do…
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STEP 1: DISCOVERY

We Started with a Deep Dive into WFG

  • Looking backwards at who we have been
  • Looking forwards at who we wanted to be
  • Small think tanks of brand enthusiasts
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We want our clients & customers to feel:

Taken care of Protected Guarded Cherished

What we want people to value most about

  • ur brand is:

Passion & Commitment

Our brand behavior is defined by our:

Vision Intuition & Transformative Results

Our brand goal is defined by:

Desire to motivate others to seek out a better way.

[ What We Heard ]

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  • Archetype Survey
  • The Caregiver & The Hero

STEP 2: IDENTIFY

We Focused on Identifying our Archetype

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[ Archetype ]

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Our Archetype:

[ THE GUARDIAN ]

A cross between the caregiver and the hero

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The Guardian is compassionate, generous, and strong. It finds identity and fulfillment by protecting and caring for others.

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Guardian Values:

Strength Commitment Vision

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Guardian Communication

Innovative Supportive Problem Solver Moral Trusted Tactical Deliberate Reliable Swift Purposeful

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Guardian Communication

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Guardian Communication

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The Statement.

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We created a plan for delivering the message

STEP 3: DELIVERY

We Created a Plan

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Email Marketing

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  • 1.3 Million Emails Sent
  • 25.4% Open Rate
  • 6.3% Click Rate

Email Marketing

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Social Media Ads

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  • 438,119 Total Reach
  • 3,115 Clicks
  • 10 Consecutive Campaigns
  • Geared toward realtor/lender

clients and targets Social Media Ads

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Retargeting and Programmatic Ads

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  • 131,407 Impressions
  • 5.4% Click Rate (triple the

average click through rate) Retargeting and Programmatic Ads

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Events

Our internal launch event for the campaign. Our realtor focused event geared toward tech.

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SWAG

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The Results.

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Methodology + Results

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Overall Need

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Industry Awareness

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That all sounds nice…but how?

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  • Audience. Message. Mechanism.

Our Formula

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Your Homework……

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[ www.poweredbywest.com/archetypes ]

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Thank You!

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The Brand Archetype

Justin Tucker CMO West, a WFG company