Reason 1632 Why I LOVE Archetypes for Building Your Brand Voice

Archetypes are flexible.
They evolve with your business.
They give you nearly infinite room to grow and manoeuvre (with a little creativity).

Let's look at an example.

Perhaps one of the few truly globally recognised brands is Coca-Cola.

Their dominant archetype is The Innocent.

The top 5 values/themes/big ideas of The Innocent archetype are:

1) optimism
2) simplicity/purity
3) hope
4) traditions
5) living your values

and the plot that most often inspires The Innocent is a connection plot.

We can see how classic Coke commercials of decades past have used these values along with the connection plot.

The polar bear commercials - emphasising purity with the white bears & landscape inspire us to connect and share and bridge gaps over a Coke.

Watch the Polar Bear Commercials Here

The Christmas commercials emphasise the Innocent's love of traditions and you can see how they reinvent the connection plot year after year.

Watch the Christmas commercials here.

But how does The Innocent archetype play out in a modern digital world?  After decades of marketing, how do you stay true to your archetype values AND still come up with a fresh angle that feels relevant to Coke drinkers in 2018?

Like This.

The cartoon characters and Christmas lights have vanished but The Innocent values of hope and optimism are still going strong.

Which all goes to show that building a brand and designing your brand voice based on archetypes isn't going to box you in or limit you by anything other than your imagination.
 


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