Jurnal – Epactto

Archetype #2

Yana Zakharova — Sat, 22 Feb 2025 10:04:30 +0000

Archetype #2

“There are exactly as many archetypes as there are typical life situations.” Jung. Continuing the theme of Archetypes, I would like to emphasize the relevance of brands in today’s struggle for individuality. In the previous article, we defined 12 types, but how are they grouped in turn and by what main parameters?
I will give an example of several well-known brands that correspond to each archetype:

Independence and fulfillment

1. Seeker (Explorer) – Jeep (Encourages adventure and the spirit of exploration)
2. Innocent – McDonald’s (Happiness, simplicity and nostalgia for childhood)
3. Sage – BBC (Seeks and shares knowledge, truth and wisdom)

Risk and mastery

4. Recognition – Under Armour (Strives for achievement and recognition in sports)
5. Hero – Gatorade (Empowers athletes to push boundaries and achieve greatness)
6. Rebel – Diesel (Non-conformist, bold, and challenges societal norms)
7. Magician – Tesla (Transforms technology and creates futuristic innovations)

Archetypes are the link between the inner "child" and the inner "parent". Together, these archetypes form a cycle, a "society", which allows the individual to express himself in a given situation. When these archetypes are awakened in an organization, the brand is ready to make a statement.

Belonging

8. Belonging (the average person) – Target (approachable, stylish, and appealing to the average consumer)
9. Nice Guy (the average person) – Budweiser (outgoing, friendly, and approachable)
10. Lover – Victoria’s Secret (sensuality, romance, and beauty)
11. Jester – Old Spice (playful, humorous, and entertaining advertising)
12. Caring (the caregiver) – Dove (encourages self-care, body positivity, and kindness)

Risk and skill

14. Maker – Lego (fuels imagination, creativity, and dream fulfillment)
15. Ruler – Mercedes-Benz (luxury, authority, and dominance in the auto industry)

Archetype

Yana Zakharova — Mon, 02 Dec 2024 06:58:44 +0000

Archetype

Archetype is a universal brand matrix. Archetypes are universal ways of organizing human experience, repeating imprints of subjective reactions.

The main archetypes

The main archetypes are formed by: belonging and pleasure, independence and fulfillment, risk and mastery.

There are 12 archetypes:

Caregiver/Orphan/Warrior/Innocent/Creator/Lover/
Destroyer/Seeker/Ruler/Jester/Wizard/Sage

Philosophical Underpinnings

Based on the work of Jung, Carol Pearson created a matrix of twelve
archetypes that position the unconscious in an image.

Studying Pearson’s archetypes allows you to:
• Better understand the brand’s journey
• Increase communication between the “conscious” and “unconscious”of the consumer
• Give the brand more meaning and self-sufficiency
• Inspire and motivate
• Deal effectively with “difficult” people
• Have greater flexibility in choice
• Be more effective (efficient) in understanding the brand’s strategy
• Create a balanced organizational culture
• Create a brand personality that matches the values and voice of the brand
• Create loyalty from consumers

Archetypes are the link between the inner "child" and the inner "parent". Together, these archetypes form a cycle, a "society", which allows the individual to express himself in a given situation. When these archetypes are awakened in an organization, the brand is ready to make a statement.

Legacy

A brand is a vision and a strategy for positioning functional characteristics, meaning and values. It is necessary to identify and effectively use these elements of the brand essence, for this it is necessary to be fluent in the visual and verbal language of archetypes. The creators of outstanding brands intuitively came to understand this paradox. Significant brands understand that their popularity is not only quality or success, but also, creation, a constant outflow to the “memories of the old” – a unique and convincing unconscious meaning.

Branded House

Yana Zakharova — Sun, 01 Dec 2024 08:17:18 +0000

Branded House

The main brand is the main dominant figure of the offer, the starting point. Conceptually, it usually occupies a leading position.

Subbrand – modifies the associations of the main brand in the context of the market of a specific product.

Endorsement brand – serves to ensure trust in the brand and to introduce innovations and new advantages into the strategy.

In most cases, the role is to represent the strategy, people, resources, values and traditions.

Branding House

Key characteristics of a Branded House include:
Unified Branding: All products or services under the master brand share a consistent brand name and visual identity.
Easier Brand Recognition: Consumers are more likely to recognize and trust sub-brands due to their association with the established master brand.
Cross-Promotion: Successful offerings can help enhance the visibility and credibility of other products under the same brand umbrella.
Resource Efficiency: Marketing efforts can be streamlined, as the master brand can allocate resources to
Copy
Regenerate

Sub-brands

Sub-brands are individual products, services, or groups of offerings that fall under a larger parent brand or master brand umbrella. Each sub-brand has its own unique identity, voice, and positioning, while still being aligned with the overall values and attributes of the parent brand.

Key aspects of sub-brands include:
Distinct Positioning: Sub-brands target specific customer segments or niches, allowing for tailored marketing strategies that resonate with particular audiences.
Flexibility: They can adapt their messaging and design without altering the overarching identity of the parent brand, enabling them to respond to market demands effectively.

This value can influence consumer behavior, allowing companies to charge premium prices and fostering customer loyalty.

Brand Endorser

A brand endorser is an individual, often a celebrity, influencer, or public figure, who promotes and advocates for a company’s product or service.

Their role is to use their image, reputation, or credibility to increase brand visibility, build trust, and ultimately drive sales. Brand endorsers are chosen based on their alignment with the brand’s values, target audience, and marketing goals.

Benefits of Using a Brand Endorser:

• Enhanced Credibility: Association with a trusted individual can increase consumer confidence.
• Broader Reach: Endorsers can introduce the brand to their fan base or followers.
• Stronger Brand Recall: A familiar face makes campaigns more memorable.
• Cultural Relevance: Endorsers often reflect current trends and resonate with specific demographics.

Neoplasticism

Yana Zakharova — Thu, 17 Oct 2024 06:55:31 +0000

Neoplasticism

Neoplasticism, also known as De Stijl (“The Style” in Dutch), is an artistic movement that emerged in the early 20th century, primarily in the Netherlands. It was founded by artists and architects such as Piet Mondrian and Theo van Doesburg. Here are the key characteristics and concepts of Neoplasticism:

Core Principles

Abstraction:
Neoplasticism emphasized pure abstraction, moving away from representational forms to express ideas through geometric forms and primary colors.
Balance:
The movement sought harmony and balance, using a grid structure to organize space and achieve visual equilibrium.
Color and Form:
It focused on the use of primary colors (red, blue, yellow) alongside black, white, and gray.
The use of straight lines and rectangular forms was essential, avoiding curves and non-geometric shapes.

Philosophical Underpinnings

Neoplasticism was grounded in a philosophy of universalism and idealism, aiming to express a new aesthetic that reflected the modern world.
It sought to create a new visual language that could transcend individual experience and cultural differences.
Influence on Architecture and Design:

The principles of Neoplasticism influenced not only painting but also architecture, interior design, and other disciplines, leading to the development of modernist architecture.
Notable examples include the Rietveld Schröder House designed by Gerrit Rietveld, which embodies De Stijl ideals through its spatial organization and use of color.

The movement's philosophy aimed to convey universal ideals beyond personal or cultural constraints. It can serve as a metaphor for the search for common ground in diverse perspectives, emphasizing a collective human experience.

Legacy

Neoplasticism has had a lasting impact on various modern art movements, including Abstract Expressionism and Minimalism.
Its emphasis on geometric abstraction continues to influence contemporary art and design.
Neoplasticism is significant not only for its aesthetic contributions but also for its philosophical approach to art as a means of expressing deeper universal truths.