Archetype Branding Uncovering brand archetypes in the fashion industry Mirela Lacerda
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Archetype BrandingUncovering brand archetypes in the fashion industry
Mirela Lacerda
What Apple, Coca-Cola and Disney have in common? They are cultural symbols!
They have built
Emotional engagement
Remarkable identities
Powerful brand images
The brand image...Communicates its values
Directs actionsIs embedded in emotion
Image + emotion = archetype
Archetypes...Are universal and timeless
Are part of the collective unconsciousCreate identification
The archetype definition is the start point to build the brand
identity
Brand archetyp
e
Brand soul
TargetValues & positioning
Competitors
Storytelling
ChanelArchetype = Lover
Coco’s ideal of feminity and seduction
Chanel
DieselArchetype = Jester
Have fun, enjoy life, seize the day
BurberryArchetype = Ruler
Status and prestige built around London lifestyle and
the iconic trench coat
TiffanyArchetype = Lover
A celebration of love and special moments in life
using New York as scenery
Alexander McQueenArchetype = Creator
Nature, religion and history are elements of a disturbing and
provocative vision
Stella McCartney Archetype = Innocent
Sustainability, childish elements and a search for paradise
Paul SmithArchetype = Creator Arts, irreverence and a twisted vision on classics
Brand “X-Ray”: who, when, where, how and why?
Development: story, mission, vision, values, positioning, competitors, target audience; communication, promotion and sales channels
Research Goals Archetype definition
Report
Emotional (desires and expectations about the brand)
X Rational
(business strategy)
Goals Archetype definition
ReportResearch
Research Goals Archetype definition
Report
Brand histor
y
Brand archetyp
e Target
Values & Positioning
Competitors
Storytelling
Research Goals ReportArchetype definition
The Report is a guide that works as “brand compass”, providing detailed information about:
- The archetype definition and its application- Mission, Vision, Values and Positioning- Visual References- Marketing and Communication Strategy
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