Welcome back to Marketing Smarts! From brand-building and marketing veterans Anne Candido and April Martini (that’s us) comes a podcast committed to cutting through all the confusing marketing BS so you can actually understand how to take action and change your business today. We deep-dive into topics most would gloss-over, infusing real-world examples from our combined 35+ years of corporate and agency experience. We tell it how it is so whether you are just starting out or have been in business awhile, you have the Marketing Smarts to immediately impact your business.
In this episode, we’re talking how to use brand archetypes effectively. Listen to the episode on Apple Podcasts, Spotify, Google Podcasts, and your other favorite podcast spots – follow and leave a 5-star review if you’re exercising your Marketing Smarts!
- Episode Summary & Player
- Show Notes
- Marketing Smarts Summary
- Transcript
Marketing Smarts: 4 Ways to Use Brand Archetypes Effectively
The Hero. The Caregiver. The Everyman. You might have heard of brand archetypes. But what actually are they? And how do you use them effectively? Brand archetypes emerge from a sound understanding of the brand, and most brands have more than one archetype. You can use them effectively by aligning on their use within your organization and investing in tools to bring them to life. It can be a difficult subject, but we came prepared with the examples and analogies you need to make your own brand archetypes come to life. This episode covers everything from brand archetypes to company culture. Here’s a small sample of what you will hear in this episode:
- How do you use brand archetypes effectively?
- What are they?
- Where do they emerge from?
- What do brand story and brand character have to do with brand archetypes?
- How many archetypes should brands have?
- What goes into aligning on how archetypes will be used in your organization?
- How do you invest in creating tools that will bring them to life?
- What did Delta get right with customer service?
And as always, if you need help in building your Marketing Smarts, don’t hesitate to reach out to us at: ForthRight-People.com.
Check out the episode, show notes, and transcript below:
Show Notes
- 4 Ways to Use Brand Archetypes Effectively
- [0:00] Welcome to Marketing Smarts
- [0:30] Anne Candido, April Martini
- [0:41] How do you use brand archetypes effectively?
- [1:19] What are brand archetypes?
- [1:27] Carl Jung, Google
- [2:10] Archetypes emerge from a sound understanding of the brand…not the other way around
- [4:18] “4 Reasons to Start with a Brand Story“, “4 Guidelines for Creating a Strong Brand Character“
- [5:18] Tide
- [7:39] Most brands have more than one archetype
- [9:37] Nike
- [9:53] Dyson
- [11:38] Brand Archetype Wheel
- [13:03] Marketing Smarts is sponsored by ScottMautz.com. Scott Mautz is a popular keynote speaker and #1 bestselling author whose latest book and talk Leading from the Middle helps middle managers dramatically increase their influence up, down, and across their organization. Want your company’s middle managers and leaders equipped to foster a high-performing organization? Want them inspired to drive the change and transformation that’s a challenging necessity moving forward? Go to ScottMautz.com to check out Leading from the Middle and all of Scott’s keynotes, trainings, courses, and books
- [13:59] Align on how archetypes will be used in your organization
- [18:38] Company Culture
- [19:44] Invest in creating tools that will bring them to life
- [24:15] Coca-Cola
- [25:08] Old Spice
- [28:58] P&G (Procter & Gamble), Facebook
- Marketing Smarts Moments
- [31:14] Delta Air Lines
- [34:58] Recap: How do you use brand archetypes effectively?
- [35:44] Make sure to follow Marketing Smarts on your favorite podcast spot and leave us a 5-star review on Apple Podcasts
- [35:55] Learn more at ForthRight-People.com and connect with us on Facebook, Instagram, and LinkedIn
- [36:01] Sign up to view all the ForthRight worksheets & tips for FREE!
- [36:07] Shop our Virtual Consultancy
What is Marketing Smarts?
From brand-building and marketing veterans Anne Candido and April Martini comes a podcast committed to cutting through all the confusing marketing BS so you can actually understand how to take action and change your business today. They deep-dive into topics most would gloss-over, infusing real-world examples from their combined 35+ years of corporate and agency experience. They tell it how it is so whether you are just starting out or have been in business awhile, you have the Marketing Smarts to immediately impact your business.
How do I exercise my Marketing Smarts?
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