What Are The 12 Marketing Archetypes? | SLiM DIGITAL

What Are The 12 Marketing Archetypes?


April 3, 2017

Share:

12 Marketing Archetypes

When it comes to Branding (full blog on branding here), and understanding yourself and competitors, the 12 Archetypes is a really useful tool.  Disclaimer: Please don’t think this is a fix-all elixir.  This is just a great way to kickstart your thinking about who you are and to a lesser extent about who your competitors are.

So what are the 12 marketing archetypes?

The 12 Archetypes were developed, like most decent marketing tools, by a psychologist, and in this case, Carl Gustav Jung.  Carl Jung believed that people inherently and unconsciously are broadly similar and can be categorised into 12 types of people.  These 12 character types resonate deeply and with our subconscious, hence their power. These 12 cut across time, culture, language, and religion.

Because of the deep emotional connection people feel with these characters, marketers and advertisers jumped on board and started positioning their clients in line with one of these (there can be a secondary but one is usually prominent).

Without further ado, here is are the 12 Archetypes and the companies that align with a specific one.

12 Marketing Archetypes Image Wheel_SLiM DIGITAL2

 

Graphic by Emily Hean

 

To really get your head around this though, have a look at Victoria’s Secrets and Bonds.  Both sell underwear but from a different perspective and archetype.  Although it could be argued that Bonds have been moving more into the Lover archetype in recent years.

Here are my suggestions when using this tool:

  • The best way to work out what Archetype your organisation is, is to start by crossing off the ones you definitely aren’t.
  • Don’t be the Jester unless you have a comedian on the books to write all your copy or you are actually funny. I have never met a ‘funny’ business owner yet, so the chances are you are not the Jester.
  • The Everyman seems easy but because it is so generic it is hard to get cut through. Its tough to be everything to everyone.
  • Don’t let your product or service automatically define your archetype. Just because you serve people doesn’t make you the Caregiver.
  • The Magician is tricky. For a company it looks like selling the dark arts…intangibles that gets results.  It implies that the client doesn’t need to understand how something happens, just that it does, and it works.
  • Know your competitor’s archetypes. If you are selling 4wd, then most of your competitors are in the explorer category.  Maybe think of a different archetype to make your marketing stand out.

Remember this is just a tool for wrestling with the question “who are you.” Don’t be a slave to this.  However, if you nail an archetype, then it will help immensely in directing how you communicate to your market.

If you want any more info on Archetypes then order Jung’s book here.

 

 

 

 

Here's our monthly email with some great new opportunities - Desktop Business & Marketing Simulation 04 DEC | Grant… https://t.co/xGtsr2YLIE

00:58 am Nov 26, 2019

0

0

https://t.co/Nitjo11hjk

9:27 pm Oct 22, 2019

0

0

https://t.co/zlwEZVZXPz

02:31 am Sep 11, 2019

0

0

20yrs ago I was doing Economics at Flinders University. Dr Dottore was my lecturer and taught me about neutorn Jack… https://t.co/BPuCeq8th5

06:00 am Sep 10, 2019

0

0

After 2.5yrs in the hot seat as President of Triathlon Northern Territory I'm stepping down. There are some remain… https://t.co/n9nNnuIbSB

01:39 am Jul 08, 2019

0

1

A long weekend with mountain loads of prep. I usually do this as a third party. But doing it on an organization you… https://t.co/l0MfNhjsUx

10:51 pm Jun 23, 2019

0

0

This is the best digital marketing course going around, if you ask me...🤷‍♂️ https://t.co/CAaMwHfZo0

12:47 am Jun 21, 2019

0

1

Greg Dea is a leader in the field of high performance physiotherapy. He’s worked with me over a number of years to… https://t.co/QU9eJMvaeW

05:18 am Jun 12, 2019

0

1

Read more