Marketing Strategy Archetypes
Once you know who your target audience is, you can set goals as part of a clear and actionable marketing strategy. We like to use the 20 Brand Archetypes developed by Forty Agency (now https://crowdfavorite.com/), and inspired by Margaret Mark and Carol Pearson in the book The Hero and the Outlaw, to determine who you are in relation to your target audience. The following are the 20 Brand Archetypes as presented by Forty Agency (now Crowd Favorite).
MAVERICK (Rebel, Outlaw, Rogue)
Brands: Harley Davidson, Virgin, MTV, Rimmel, Steve Madden, Urban Outfitters, Orbit
People: Henry David Thoreau, Sid Vicious, George Washington
Goal/method: To achieve freedom from the establishment through defiance, disobedience, and nonconformity.
EVERYMAN (Good Old Boy, Girl Next Door, Average Joe)
Brands: Miller High Life, Sonic, Walmart, Lowe’s, Walgreens, Southwest, Visa, Covergirl, Hollister
People: Jack Black, Homer Simpson, Tom Hanks, Princess Diana
Goal/method: To bond with others by being humble, hard-working, and friendly
INNOCENT (Saint, Goody-Two-Shoes, Angel)
Brands: IKEA, Google, Apple, Dove, Lysol, Master Card, Aveda
People: Mr. Rogers, Gandhi, Boy Scouts, Oprah
Goal/method: To achieve a simple, pure life by always doing the right thing
ENTERTAINER (Clown, Jester, Performer)
Brands: Budweiser, Fanta, Jack in the Box, Hulu, Woot.com, Taco Bell, Doritos
People: Robin Williams, Bob Hope, Jeff Foxworthy
Goal/method: To make friends (and avoid making enemies) through humor and fun
VILLAIN (Bad Guy, Monster, Vampire)
Brands: Megadeth, Hot Topic, LA Ink
People: Marilyn Manson, Darth Vader, Dr. Horrible
Goal/method: To satisfy internal drives or passions through whatever means necessary
INTELLECTUAL (Sage, Genius, Expert)
Brands: Ask.com, CNN, Gallup, MIT, Harvard, CIA, Bloomberg
People: Stephen Hawking, Marie Curie, Ken Jennings
Goal/method: To find the truth through research, objectivity, and diligence
SENSUALIST (Hedonist, Pleasure Seeker)
Brands: Victoria’s Secret, BMW, Godiva, Versace, Food Network, Nivea, Sephora
People: Madonna, Paula Deen, Dracula
Goal/method: To pursue perfect enjoyment through physical experiences
SERVANT (Martyr, Slave, Monk)
Brands: Red Cross, Amnesty International, Peace Corps, Humane Society, Police Department
People: Mother Theresa, Pat Tillman
Goal/method: To lose yourself through service to others
TRADITIONALIST (Conservative, Old School, Miser)
Brands: Old Spice, Wendy’s, Procter & Gamble, Wells Fargo, Folger’s, GAP
People: Norman Rockwell, Ronald Reagan
Goal/method: To restore the world through a return to old-fashioned values
NURTURER (Mom, Mother Earth, Healer)
Brands: Campbell’s, Pampers, Volvo, Johnson & Johnson, Loreal, Allstate
People: June Cleaver, Paula Deen
Goal/method: To help others feel loved by providing for their needs and wants
CONNECTOR (Networker, Politician, Talker)
Brands: AT&T, Verizon, Facebook, Linkedin
People: Oprah, Donald Trump
Goal/method: To make things happen by knowing the right people
ARTIST (Creative, Creator, Craftsman)
Brands: hp, Adobe, Lego, Home Depot, Michael’s, Black and Decker, HGTV
People: Beethoven, Salvador Dali, William Shakespeare, Bob Villa
Goal/method: To create something of enduring beauty and value
PHILOSOPHER (Sage, Prophet, Guru)
Brands: Scientology, Calvin Klein, Nikon
People: Plato, Deepak Chopra, Paulo Coelho
Goal/method: To help people understand the world by seeing things from a different perspective.
DREAMER (Magician, Sorcerer, Wizard)
Brands: Disney, Axe, Rock Band
People: Tim Burton, Carlos Castaneda, Steven Spielberg, Harry Potter
Goal/method: To help people achieve supernatural experiences by promoting faith and wonder (transformation).
MOTIVATOR (Mentor, Preacher, Promoter)
Brands: Truth, (RED), Electronic Frontier Foundation, MoveOn.org
People: Tony Robbins, Barack Obama, Richard Simmons
Goal/method: To achieve amazing goals by getting people excited about a cause
RULER (King, Leader, Father)
Brands: Microsoft, Rolex, Gillette, The New York Times, Jack Daniel’s
People: Steve Jobs, Franklin Roosevelt, Moses
Goal/method: To lead people to a common destination through confidence, determination, and influence
EXPLORER (Seeker, Wanderer)
Brands: North Face, Pier One, Jeep, Greyhound, Subaru, Starbucks
People: Christopher Columbus, Jacques Cousteau, Steve Irwin
Goal/method: To learn what’s constant in life by always changing your environment
DEFENDER (Knight, Superhero, Warrior)
Brands: U.S. Army, Greenpeace, Marlboro, Dial, Band aid
People: Batman, George S. Patton, John Wayne
Goal/method: To protect others from harm through bravery and service
THRILL-SEEKER (Gambler, Swashbuckler, Adventurer)
Brands: X Games, Mountain Dew, Chrysler Crossfire, Carnival Cruise Ships, New Zealand, Camelback
People: Richard Branson, Ben Saunders, Errol Flynn
Goal/method: To achieve great rewards through great risks
ACHIEVER (Athlete, Hot Shot, Strongman)
Brands: Nike, Ford, Home Depot, Adidas, Under Armor
People: Lance Armstrong, Michael Jordan, Tiger Woods
Goal/method: To prove yourself through amazing physical acts