Principles of Marketing. Unit 1 Setting the Stage. Chapter 1 Marketing and Customer Value. 1.5 Determining Consumer Needs and Wants

 

By the end of this section, you will be able to:

• 1 Explain how an organization identifies consumer needs and wants.
• 2 Describe the process through which an organization satisfies consumer needs and wants.

Identifying Consumer Needs and Wants

We’ve repeatedly mentioned satisfying customer needs. But understanding those needs and/or wants isn’t always as simple as it sounds. For example, some customers have needs of which they’re not fully aware; others can’t articulate their needs, or the words require some degree of interpretation. Consider this: what does it mean when a customer asks for a “restful” hotel, an “attractive” bathing suit, or a “powerful” lawn mower?

Let’s consider an example to illustrate this concept. A customer comes into your car dealership and indicates that she wants to purchase an inexpensive hybrid vehicle. That description is broad and subject to interpretation, so it’s essential that the marketer probe further, because there are really five types of customers needs38

• Stated Needs. Stated needs are those that are clearly specified by the customer. It’s what the customer requests. For example, you go into a big box store such as Best Buy and tell the sales associate that you “need a new phone.”
• Real Needs. Real needs are one level above stated needs; they are more specific and define the parameters that are immediate to defining and fulfilling the need. In other words, real needs are what the stated needs actually mean. What are our phone buyer’s real needs? Are they looking for a phone with long battery life, a high-resolution camera, or a lot of internal memory?
• Unstated Needs. Unstated needs are what the customer also expects but doesn’t ask for. Once again, using our phone example, the consumer may expect but not express the desire for good service from the carrier and/or the big box store.
• Delight Needs. Delight needs are those that provide the “wow” factor. These needs, like unstated needs, can make some products more desirable than others if they meet those needs. Going back to our phone example, delight needs can be something like a phone case or other promotional gift.
• Secret Needs. Secret needs are those that a customer may not state or realize but can be one of the main reasons for choosing a particular product to fulfill the basic stated need. Do customers want a new cell phone as a status symbol but won’t admit that status is important to them?

The bottom line is that responding only to a customer’s stated need may not satisfy the customer. The marketer needs to understand what the customer really wants.

Satisfying Consumer Needs and Wants

You may be asking yourself at this point, “Does marketing satisfy needs, or does it create needs?” Some people feel that marketing creates needs and pressures consumers into buying unneeded products or services. However, marketing does not create needs; rather, it opens consumers’ eyes to their wants, and it’s up to marketers to understand those wants in order to guide consumers on the path to purchasing their products or services.39 Marketing creates value, and value speaks to the satisfaction of customer needs and the benefits customers receive from the product. It’s the customer, however, who ultimately determines how well the product fulfills their needs and how much value the product creates.

The challenge for the marketing team is to succinctly and compellingly articulate a value proposition that speaks directly to the benefits your product or service delivers.

The Value Proposition

A value proposition identifies the quantifiable benefits that customers can expect when they choose to purchase your company’s product or service. A value proposition is, in effect, a promise from the company to the customer, and it can serve as a competitive differentiator to motivate customers to purchase your company’s products or services. In other words, your value proposition should bring together in a brief, concise statement what your customer wants and/or needs and how your product or service will meet those wants and needs better than your competitors.40

That’s a bit abstract, so we thought we’d include a few examples of some good value propositions:

• Bill Ragan Roofing: “Let us take the stress of roof repairs or a roof replacement off your shoulders.”41
• Applied Educational Systems (AES): “Spend your time connecting with students, not planning and grading”42
• DuckDuckGo: “Tired of being tracked online? We can help.”43
• HelloFresh: “Take the stress out of mealtime.”44

The Exchange Process

Marketing facilitates what is known as the exchange process—the act of obtaining a desired product or service from an individual or business by providing in return something of value, as illustrated in Figure 1.10.

Figure 1.10 The Exchange Process (attribution: Copyright Rice University, OpenStax, under CC BY 4.0 license)

The buyer (or customer) initiates the exchange process. The buyer (who has a want or need) is the individual or business who is willing to pay money or provide other personal resources to satisfy this need or want. Let’s simplify that definition with an example. When lunchtime rolls around and you’re on campus or at your job, you’re hungry; you have a need for food and drink. You go to the dining hall or a nearby restaurant to order lunch, and you’re willing to pay money in exchange for your meal. Simple, right?

Keep in mind here, however, that there is a difference between a customer and a consumer. The customer is the individual or business that purchases the product or service. The consumer is the user of the product or service. To put this concept in simple terms, if a grandmother buys a toy for her grandson, she is the customer; her grandson (who will use the product) is the consumer. In the case of going out for lunch, you’re both the customer and the consumer.

The desired object is the product or service itself. It may be a physical good, service, or experience that consumers expect will satisfy their wants and/or needs. Let’s go back to our lunch example. The desired object is the meal. The seller is the individual or organization that supplies the need-satisfying product, service, or experience. Once again, in the lunch example, the seller would be the dining hall or the restaurant.

Inherent in the exchange process is what’s known as value—the benefit to the customer or consumer relative to the cost in the exchange. In other words, value is the monetary worth of the benefits the customer receives in exchange for the product or service. Let’s go back to our backpack example a few sections ago. You may really want that backpack because it keeps your “stuff” organized and it’s lightweight (the benefits), but if the cost is too high, either in terms of the monetary cost or the time you’d have to spend going to the store to buy it, that backpack won’t have value for you. No sale!

Knowledge Check

It’s time to check your knowledge on the concepts presented in this section. Refer to the Answer Key at the end of the book for feedback.

1.

________ needs are those that provide the “wow” factor in a customer’s purchase.

1. Stated
2. Real
3. Unstated
4. Delight

2.

In the exchange process, the ________ is the individual who purchases the product or service, and the ________ is the individual who actually uses the product or service.

1. buyer; seller
2. buyer; customer
3. customer; consumer
4. consumer, customer

3.

Which of the following terms refers to the promised value of a product or service?

1. Valuation
2. Value proposal
3. Value assessment
4. Value proposition

4.

________ is/are the benefit(s) to the customer or consumer relative to the cost of the product or service.

1. Value
2. The exchange process
3. Stated needs
4. Expectations

5.

Which of the following best describes a satisfactory exchange process?

1. One that allows the seller to incur the highest profit possible
2. One that allows the buyer to pay the lowest price possible
3. One that fairly addresses the needs of both the seller and buyer
4. One that is most convenient without regard for either the seller or buyer

https://xy2.eu/3ipzq

Brand Archetypes

 

FIGURE 1.2 The Hero and the Outlaw: Building Extraordinary Brands Through the Power of Archetypes Hardcover (p. 15), Mark, Margaret, Pearson, Carol (2001)

The 12 Brand Archetypes were developed by Carol Pearson and Margaret Mark as mental shortcuts designed to help creatives quickly understand the personality of an organization. This allows for more efficient and effective marketing efforts.

Archetypes are reoccurring symbols or motifs seen throughout history and across cultures. They are also personas burned deep into the collective unconscious such that a child would know without any interference how to respond emotionally to each. For instance, a grey-haired old man is likely wise and an old crone might be a cranky witch to watch out for. The young maiden is innocent and the young knight is brave. The serpent is devious and the dragon is a malevolent danger.

At the time of publishing "The Hero and the Outlaw," Pearson had spent three decades developing strategic frameworks for business and education built around principles of psychology. Mark had spent an equal amount of time forming the strategy driving leading global brands such as General Motors, Kraft Food and AT&T. Together, these women created a framework commonly used by the world's leading brands in order to create powerful magnetic identities for their companies.

Pictured Above: authors Carol Pearson (left) and Margaret Mark (right)

JUNGIAN ARCHETYPES

In the early twentieth century, Swiss psychiatrist and psychoanalyst Carl Jung introduced the idea of the collective unconscious or the hidden shared memories of all people throughout time.

He wrote: “It is sufficient to know that there is not a single important idea or view that does not possess historical antecedents. Ultimately they are all founded on primordial archetypal forms whose concreteness dates from a time when consciousness did not think, but only perceived.”

From this collective mind, Jung posited that one’s personal conscious borrowed meaning and could easily recognize certain symbols as myths as familiar and significant. He saw archetypes as particularly significant, serving as universal touchstones buried deep in the unconscious mind. —The murky unknown reservoirs of the unconscious mind is exactly where powerful marketing operates. Hence, the importance of the 12 Brand Archetypes.

THE HERO’S JOURNEY 

Jung’s heir apparent, Joseph Campbell went further into the importance of myth and storytelling, examining ancient cultures and exploring ways to use archetypes in order to understand human nature, as well as for self-discovery.

While he is known for many things, his popularization of the Monomyth or “Hero’s Journey,” might be that for which he is best known. This scheme is the framework for most of the stories across cultures and throughout history, from The Odyssey to Star Wars.

THE ‘MONOMYTH’

OR “HERO’S JOURNEY”

THE 12 BRAND ARCHETYPES

THE CAREGIVER

LOVE YOUR NEIGHBOR AS YOURSELF

Good for brands that help people care for themselves, serves the public through health care, education or aid programs

THE CAREGIVER

LOVE YOUR NEIGHBOR AS YOURSELF

The Caregiver seeks to create a secure environment for others through their selflessness and nurturing nature. They are motivated by a sense of compassion and generosity in order to help care for others. They are protectors of those weaker than themselves, often sacrificing their own wellbeing. They strongly believe in the saying “treat others the way you want to be treated.” The customers of Caregiver brands feel well-loved, nurtured and protected from any harm, they feel safe. They know the brand is taking care of them and that their wellbeing is what the brand cares most about.

This archetype is also called the Caretaker, Nurturer, Supporter, Parent, Helper, Saint, or Altruist.

The 12 Brand Archetypes were developed and articulated in "The Hero and The Outlaw" by Margaret Mark and Carol Pearson

The Hero and the Outlaw: Building Extraordinary Brands Through the Power of Archetypes Hardcover - (Amazon Affiliate Link)

CAREGIVER MARKETING OPPORTUNITY

The Caregiver is a good identity for brands:

• For which customer service provides the competitive advantage

• That provide support to families or that are associated with nurturance

• For services in the health care, education, and other caregiving fields (including politics)

• That help people stay connected with and care about one another

• That help people care for themselves

• For non-profit causes and charitable activities

MARKETING APPROACH | Help people care for themselves, serve the public through health care, education or aid programs.

TONE | Warm, welcoming, down-to-earth, supportive rather than confrontational

VALUE PROPOSITION | Helps people feel safe

CUSTOMER FEAR | Financial ruin, ill health, uncontrolled chaos

CAREGIVER MINDSET & TRAITS

GOAL | To help and serve others

STRATEGY | Doing things for others

MOTIVATION | Stability & Control

CALL | Seeing someone in need

CORE DESIRE | Protect people from harm

GIFT | Compassion, generosity

CHAMPIONS | Stability, Consensus, Comfort, Safety, Peace of Mind

SUPER POWERS | Providing a sense of comfort, security and service

SHADOW | Martyrdom, enabling, guilt-tripping

TRAP | Martyrdom or self entrapment of others

FEARS | Ingratitude, selfishness, and overextending their generosity

TURN-OFFS | Aggression, Ego, Confrontation

LEVELS OF THE CAREGIVER

LEVEL 1 Caring for and nurturing one’s dependent’s

LEVEL 2 Balancing self-care with care for others

LEVEL 3 Altruism, concern for the larger world

THE CREATOR

IF IT CAN BE IMAGINED, IT CAN BE CREATED

Good for brands that have a desire to differentiate themselves from others through their unique ideas

THE CREATOR

IF IT CAN BE IMAGINED, IT CAN BE CREATED

The Creator seeks to express their unique perspective and expansive imagination to the world and to see their visions come to fruition. They are motivated by a desire to inspire others and to pave the way for innovation. They use their originality and expansive imagination to problem solve.

This archetype is also called the Artist, Architect, Dreamer, Innovator, Inventor, Musician, Prophet, Entrepreneur, Dreamer, Visionary, or Writer.

The 12 Brand Archetypes were developed and articulated in "The Hero and The Outlaw" by Margaret Mark and Carol Pearson

The Hero and the Outlaw: Building Extraordinary Brands Through the Power of Archetypes Hardcover - (Amazon Affiliate Link)

CREATOR MARKETING OPPORTUNITY

The Creator identity may be right for your brand:

• If your product’s function encourages self-expression, provides the customer with choices and options, helps foster innovation, or is artistic in design

• In a creative field, like marketing, public relations, the arts, technological innovation (such as software development)

• When you are seeking to differentiate it from a brand that “does it all” for the customer, leaving little room for choice

• When a do-it-yourself element saves the customer money

• If your customers have enough discretionary time for creativity to flourish

• If your organization has a Creator culture

MARKETING APPROACH | A desire to differentiate themselves from others through their unique ideas

TONE | Descriptive, Expressive, Insightful, Inventive, Pioneering, and Unconventional

VALUE PROPOSITION | Helps people craft something new

CUSTOMER FEAR | Financial ruin, ill health, uncontrolled chaos

CREATOR MINDSET & TRAITS

GOAL | To create and execute original, meaningful, and enduring visions, while also inspiring creativity in others

STRATEGY | Using innovation and imagination to promote freedom of expression

MOTIVATION | Stability & Control

CALL | Daydreams, fantasies, flashes of inspiration

CORE DESIRE | Create something of enduring value

GIFT | Creativity and imagination

CHAMPIONS | Craftsmanship, Creativity, Imagination, Innovation, Inspiration, Perfection, Stability, and Uniqueness

SUPER POWERS | An expansive imagination that allows them to transform their visions into reality; masters of their craft

SHADOW | Overly dramatizing your life, living a soap opera

TRAP | Perfectionism can cause them to spend an excessive amount of time on one particular task

FEARS | Having a mediocre vision or execution

TURN-OFFS | Fundamentalists, Mediocrity, and Tradition

LEVELS OF THE CREATOR

LEVEL 1 Being creative or innovative in imitative ways

LEVEL 2 Giving form to your own vision

LEVEL 3 Creating structures that influence culture and society

THE EVERYMAN

ALL MEN AND WOMEN ARE CREATED EQUAL

Good for brands that give off a sense of belonging that is welcoming and inclusive

THE EVERYMAN

ALL MEN AND WOMEN ARE CREATED EQUAL

The Everyman seeks to be accepted by society and promote equality. They are motivated by a sense of belonging. The Everyman is known to be very relatable and wholesome, which helps them to foster authentic relationships with others. They are often hardworking, down to Earth individuals who yearn to have authentic relationships and simply just want to be accepted for who they are.

This archetype is also called the Citizen, Common Man, Good Neighbor, Good Old Boy, Member, Orphan, Person Next Door, Realist, Regular Jane, Regular Person, Silent Majority, or Working Stiff.

The 12 Brand Archetypes were developed and articulated in "The Hero and The Outlaw" by Margaret Mark and Carol Pearson

The Hero and the Outlaw: Building Extraordinary Brands Through the Power of Archetypes Hardcover - (Amazon Affiliate Link)

EVERYMAN MARKETING OPPORTUNITY

The Everyman archetype provides a good identity for brands:

• Whose use helps people belong or feel that they belong

• Whose function is something used commonly in everyday life

• With pricing that is moderate to low (or that is an upscale version of a product that would ordinarily be inexpensive)

• Produced or sold by a company with a down-home organizational culture

• They want to differentiate themselves in a positive way from a higher priced or more elitist brand

MARKETING APPROACH | Giving off a sense of belonging that is welcoming and inclusive

TONE | Authentic, Friendly, Direct, Honest, Inclusive, Inviting, Family-Focused, Practical, Realistic, Relaxed, Unpretentious, and Welcoming

VALUE PROPOSITION | Helps people be OK just as they are

CUSTOMER FEAR | Exile, orphaning, abandonment, engulfment

EVERYMAN MINDSET & TRAITS

GOAL | To connect with others by embracing equality, and to feel a sense of belonging within their community

STRATEGY | To develop common virtues that are widely accepted among society

MOTIVATION | Belonging & Enjoyment

CALL | Loneliness, alienation

CORE DESIRE | Connection with others

GIFT | Realism, empathy, lack of pretense

CHAMPIONS | Acceptance, Authenticity, Empathy, Equality, Hard-Work, Inclusivity, Dedication, Realisms, and Lasting Relationships

SUPER POWERS | Seeing people for their authentic selves and accepting them without pretense, despite their differences

SHADOW | The victim who is willing to be abused rather than be alone, or the lynch-mob member, willing to go along with abuse in order to be one of the gang

TRAP | The potential to lose their own identity trying too hard to blend in and be accepted by all

FEARS | Being excluded from society; losing their self-identity in an attempt to blend in; being seen as superior

TURN-OFFS | Arrogance, Entitlement, Extravagance, Extroversion, Elitists, Isolation, and Judgement

LEVELS OF THE EVERYMAN

LEVEL 1 The orphan, feeling abandoned and alone, seeking affiliation

LEVEL 2 The joiner, learning to connect, fit in , accept help and friendship

LEVEL 3 The humanitarian, believing in the natural dignity of every person regardless of his or her abilities or circumstances

THE EXPLORER

DON’T FENCE ME IN

Good for brands that have the willingness to take risks in order to discover their authenticity

THE EXPLORER

DON’T FENCE ME IN

The Explorer seeks freedom, self-realization, knowledge, and an overall more fulfilling life through exploration and adventure. They thrive on their need to discover their authentic selves and their willingness to take risks and to explore unknown territories allows them to do so. They believe that by questioning mainstream principles, and by setting out on their own journey, that they will be enlightened in one way or another.

This archetype is also called the Seeker, Adventurer, Pioneer, Pilgrim, Iconoclast, Individualist, or Wanderer.

The 12 Brand Archetypes were developed and articulated in "The Hero and The Outlaw" by Margaret Mark and Carol Pearson

The Hero and the Outlaw: Building Extraordinary Brands Through the Power of Archetypes Hardcover - (Amazon Affiliate Link)

EXPLORER MARKETING OPPORTUNITY

The Explorer archetype might provide a brand identity for your brand if:

• Your product helps people feel free, is nonconformist, or is pioneering in some way

• Your product is rugged & sturdy of is appropriate for use in nature, on the road, or in dangerous settings or occupations

• Your product can be purchased from a catalogue, the Internet, or another alternative source

• Your product helps people express their individuality (e.g., fashion, furnishings)

• Your product can be purchased and consumed “on the go”

• You seek to differentiate your brand from a successful Regular Guy/Gal or other more conformist brand

• Your organization has an Explorer culture

MARKETING APPROACH | The willingness to take risks in order to discover their authenticity.

TONE | Adventurous, Encouraging, Intrepid, Truthful, Freeing, Pioneering, and Nonconforming.

VALUE PROPOSITION | Helps people maintain independence

CUSTOMER FEAR | Entrapment, selling out, emptiness

EXPLORER MINDSET & TRAITS

GOAL | To discover authenticity and knowledge through adventure, and to live a more fulfilling life

STRATEGY | Seeking out new experiences that will lead them on a path to discovery

MOTIVATION | Independence & Fulfillment

CALL | Alienation, dissatisfaction, restless, yearning, boredom

CORE DESIRE | The freedom to find out who you are through exploring the world

GIFT | Autonomy, ambition, ability to be true to one’s own soul

CHAMPIONS | Adventure, Exploration, Freedom, Independence, Growth, Knowledge, and Self-Realization

SUPER POWERS | An extreme ambition and dedication to their goals, and a willingness to explore unknown territory in order to learn the truth about themselves and the world

SHADOW | Being so alienated, you cannot find any way to fit in

TRAP | Aimless wandering, becoming a misfit

FEARS | The feeling of being tied down and kept from the outside world

TURN-OFFS | Mainstream society, routine or repetition, and mundanity

LEVELS OF THE EXPLORER

LEVEL 1 Hitting the open road, going out into nature, exploring the world

LEVEL 2 Seeking your own identity, to individuate, to become fulfilled

LEVEL 3 Expressing individuality and uniqueness

THE HERO

WHERE THERE’S A WILL, THERE’S A WAY

Good for brands that exemplify mastery to overcome societal adversity, and by doing so, leaving behind a positive and inspiring legacy

THE HERO

WHERE THERE’S A WILL, THERE’S A WAY

The Hero seeks to improve society through courageous acts and to leave behind a legacy in hopes that they will inspire others. They are motivated by their constant need to prove to themselves and others that they are capable of enduring the most difficult of challenges in order to improve society as a whole. They crave the gratification that comes from this.

This archetype is also called the Athlete, Champion, Competitor, Crusader, Dragon Slayer, Liberator, Rescuer, Soldier, Superhero, Team Player, Victor, or Warrior.

The 12 Brand Archetypes were developed and articulated in "The Hero and The Outlaw" by Margaret Mark and Carol Pearson

The Hero and the Outlaw: Building Extraordinary Brands Through the Power of Archetypes Hardcover - (Amazon Affiliate Link)

HERO MARKETING OPPORTUNITY

The Hero identity may be right for your brand if:

• You have an invention or innovation that will have a major impact on the world

• Your product helps people perform at their upper limit

• You are addressing a major social problem and asking people to step up to the plate to help address it

• You have a clear opponent or competitor you want to beat

• You are the underdog and want to rival the competition

• The strength of your product or service is its ability to do a tough job efficiently and well

• You need to differentiate your product from one that has problems with follow-through

• Your customer base identifies itself as good, moral citizens

MARKETING APPROACH | Exemplifying mastery to overcome societal adversity, and by doing so, leaving behind a positive and inspiring legacy

TONE | Competent, Confident, Courageous, Direct, Disciplined, Encouraging, Empowering, Goal-Focused, Inspirational, Proud, and Motivated

VALUE PROPOSITION | Helps people act courageously

CUSTOMER FEAR | Ineffectuality, impotence, powerlessness

HERO MINDSET & TRAITS

GOAL | To improve the world and inspire others through their determination and courageous acts

STRATEGY | To motivate others and encourage bravery, strength, and competency in order to overcome challenges

MOTIVATION | Risk & Mastery

CALL | The bully kicks sand in your face or someone tries to intimidate or abuses you; a challenge beckons; someone needs you to help defend him or her

CORE DESIRE | Prove one’s worth through courageous and difficult actions

GIFT | Competence and courage

CHAMPIONS | Achievement, Competence, Courage, Determination, Discipline, Mastery, Strength, and Self-Sacrifice

SUPER POWERS | Commitment and determination to triumph adversity through courageous acts

SHADOW | Ruthlessness and obsessive need to win

TRAP | Arrogance, developing a need for there always to be an enemy

FEARS | Inability to accomplish their goals; being perceived as weak and cowardly

TURN-OFFS | Angst, Fear, Cynicism, Distress, Introversion, Skepticism, and Vulnerability

LEVELS OF THE HERO

LEVEL 1 The development of boundaries, competence, mastery, expressed through achievement, motivated or tested through competition

LEVEL 2 As with a soldier, doing your duty for your country, or organization, community, or family

LEVEL 3 Using your strength, competence, and courage for something that makes a difference to you and to the world

THE INNOCENT

FREE TO BE YOU AND ME

Good for brands that portray a sense of nostalgia allowing them to connect with others and be characterized as trustworthy and reliable

THE INNOCENT

FREE TO BE YOU AND ME

The Innocent seeks happiness, harmony, and simplicity among a complex world. They are optimists who are inspired by the idea of a Utopia in which they are free of corruption and animosity. They try to see the best in everything, but which can also mean that they have a tendency to disregard reality.

This archetype is also called the Angel, Child, Dreamer, Idealist, Muse, Mystic, Naive, Optimist, Pollyanna, Puer or Puella, Purist, Romantic, Saint, Traditionalist, or Utopian.

The 12 Brand Archetypes were developed and articulated in "The Hero and The Outlaw" by Margaret Mark and Carol Pearson

The Hero and the Outlaw: Building Extraordinary Brands Through the Power of Archetypes Hardcover - (Amazon Affiliate Link)

INNOCENT MARKETING OPPORTUNITY

The Innocent archetype provides a good identity for brands that:

• Provide a relatively simple answer to an identifiable problem

• Are associated with goodness, morality, simplicity, nostalgia, or childhood

• Have functions associated with cleanliness, health, or virtue—and that are infinitely replicable

• Are priced moderate to low

• Are produced by a company with straight-arrow core values

• Desire to differentiate from a product with a tarnished image

MARKETING APPROACH | Portraying a sense of nostalgia allowing them to connect with others and be characterized as trustworthy and reliable

TONE | Genuine, Honest, Hopeful, Joyful, Loving, Nostalgic, Optimistic, Peaceful, Reliable, Safe, Simple, Trustworthy, Unpretentious, Virtuous, and Wholesome

VALUE PROPOSITION | Helps people retain or renew faith

CUSTOMER FEAR | Entrapment, selling out, emptiness

INNOCENT MINDSET & TRAITS

GOAL | To live in a paradise full of happiness, optimism, and simplicity

STRATEGY | To lead by example by always trying to do what is right

MOTIVATION | Independence & Fulfillment

CALL | A desire for purity, goodness, and simplicity

CORE DESIRE | To experience paradise

GIFT | Faith and optimism

CHAMPIONS | Faith, Fulfillment, Hope, Optimism, Purity, Safety, Simplicity, Trust, and Virtue

SUPER POWERS | Offering simple solutions to complex problems by having a uniquely optimistic outlook on life and a desire to find the good in everything and everyone.

SHADOW | Denial, repression

TRAP | A childlike personality may be misinterpreted as naïve, dependent, and mundane; whereas their optimism may be viewed as ignorance seeing how it’s not always the most realistic perspective

FEARS | Doing something wrong and being punished or abandoned by others for doing so

TURN-OFFS | Complexity, Deceit, Guilt, Pessimism, and Stress

LEVELS OF THE INNOCENT

LEVEL 1 Childlike simplicity, naive, dependent, obedient, trusting, idyllic

LEVEL 2 Renewal, positive, reinventing, reframing, cleansing, reentering the Promise Land

LEVEL 3 An almost mystical sense of oneness, whereby Innocence comes from values and integrity, not outer experience; being, not doing

THE JESTER

IF I CAN’T DANCE, I DON’T WANT TO BE PART OF YOUR REVOLUTION

Good for brands that see the value in having a good time and relaying that message to others allows others to be more spontaneous in their own lives

THE JESTER

IF I CAN’T DANCE, I DON’T WANT TO BE PART OF YOUR REVOLUTION

The Jester seeks a sense of belonging and pursues that by expressing themselves through humor. They are driven by their appreciation for life and believe that you should live in the moment and not take life too seriously. They have an unorthodox perspective which allows them to take a more light-hearted approach to things, however this sometimes leads them to being perceived as disrespectful and frivolous when certain situations are not to be taken lightly.

This archetype is also called the Clown, Comedian, Entertainer, Fool, Joker, Performer, Practical Joker, Prankster, Provocateur, Punster, Shapeshifter, or Trickster.

The 12 Brand Archetypes were developed and articulated in "The Hero and The Outlaw" by Margaret Mark and Carol Pearson

The Hero and the Outlaw: Building Extraordinary Brands Through the Power of Archetypes Hardcover - (Amazon Affiliate Link)

JESTER MARKETING OPPORTUNITY

The Jester is a promising archetype to provide identity for brands:

• Whose use helps people belong or feel that they belong

• Whose function helps people have a good time

• With pricing that is moderate to low

• Produced and/or sold by a company with a fun-loving, freewheeling organizational culture

• That need to be differentiated from a self-important, overconfident established brand

MARKETING APPROACH | Seeing the value in having a good time and relaying that message to others allows others to be more spontaneous in their own lives

TONE | Amusing, Energetic, Entertaining, Enthusiastic, Exciting, Expressive, Fun-Loving, Humorous, Loud, Optimistic, Playful, and Uplifting

VALUE PROPOSITION | Help people have a good time

CUSTOMER FEAR | Exile, orphaning, abandonment, engulfment

JESTER MINDSET & TRAITS

GOAL | To enjoy life by bringing humor to the world

STRATEGY | Promotes a carefree, spontaneous, and enjoyable lifestyle by using satire to shed light on more pressing subjects

MOTIVATION | Belonging & Enjoyment

CALL | Boredom, Restlessness

CORE DESIRE | To live in the moment with full enjoyment

GIFT | Joy

CHAMPIONS | Amusement, Devil’s Advocate, Humor, Entertainment, Joy, Optimism, Satire, and Spontaneity

SUPER POWERS | Bringing out the best in people with their upbeat and comical attitudes towards life

SHADOW | Self-indulgence, irresponsibility, mean-spirited pranks

TRAP | Not being taken seriously due to their tendency to look at every situation frivolously and waste time

FEARS | Being considered boring or being bored themselves

TURN-OFFS | Boredom, Depression, Dictators, Discipline, Loneliness, Negativity, and Solemnity

LEVELS OF THE JESTER

LEVEL 1 Life as a game, fun

LEVEL 2 Cleverness used to trick others, get out of trouble, and find ways around obstacles, transformation

LEVEL 3 Life experienced in the moment, one day at a time

THE LOVER

I ONLY HAVE EYES FOR YOU

Good for brands that build strong connections to others making them feel special and appreciated

THE LOVER

I ONLY HAVE EYES FOR YOU

The Lover seeks long lasting relationships and values closeness and intimacy. They are motivated by their care for one another, and their desire to make others feel worthy of love and compassion. They believe that through honesty, passion, and vulnerability that people are capable of developing deeper connections with one another.

This archetype is also called the Beauty, Companion, Connector, Connoisseur, Enthusiast, Friend, Harmonizer, Hedonist, Intimate, Matchmaker, Partner, Romantic, Seducer, Sensualist, Spouse, and Team-Builder.

The 12 Brand Archetypes were developed and articulated in "The Hero and The Outlaw" by Margaret Mark and Carol Pearson

The Hero and the Outlaw: Building Extraordinary Brands Through the Power of Archetypes Hardcover - (Amazon Affiliate Link)

LOVER MARKETING OPPORTUNITY

 

The Lover is a promising brand identity for a brand

• Whose use helps people find love or friendship

• Whose function fosters beauty, communication, or closeness between people or is associated with sexuality or romance

• With pricing that is moderate to high

• If it is produced or sold by a company with an intimate, elegant organizational culture, as opposed to a massive Ruler hierarchy

• That needs to differentiate itself in a positive way from lower priced brands

MARKETING APPROACH | Building strong connections to others making them feel special and appreciated

TONE | Aesthetic, Affectionate, Appreciative, Connected, Enticing, Intimate, Mesmerizing, Passionate, Seductive, Sensual, Sultry, Warm, and Welcoming

VALUE PROPOSITION | Helps people find and give love

CUSTOMER FEAR | Exile, orphaning, abandonment, engulfment

LOVER MINDSET & TRAITS

GOAL | To build intimate and committed relationships with those around them

STRATEGY | To become more attractive in order to build up the desire others have to connect with them

MOTIVATION | Belonging & Enjoyment

CALL | Infatuation, seduction, falling in love (with a person, an idea, a cause, work, a product)

CORE DESIRE | Attain intimacy and experience sensual pleasure

GIFT | Passion, gratitude, appreciation, commitment

CHAMPIONS | Appreciation, Commitment, Connection, Gratitude, Passion, and Sensuality

SUPER POWERS | Acting as a facilitator and being able to understand another’s perspective allows them to bring people closer together

SHADOW | Promiscuity, Obsession, Jealousy, Envy, Puritanism

TRAP | Doing anything and everything to attract and please others, losing identity

FEARS | Rejection, Loneliness, Isolation, and Contempt; Feeling that they are alone in the world, unworthy of being loved

TURN-OFFS | Aesthetic, Affectionate, Appreciative, Connected, Enticing, Intimate, Mesmerizing, Passionate, Seductive, Sensual, Sultry, Warm, and Welcoming

LEVELS OF THE LOVER

LEVEL 1 Seeking great sex or a great romance

LEVEL 2 Following your bliss and committing to whom and what you love

LEVEL 3 Spiritual love, self-acceptance, and the experience of ecstasy

THE MAGICIAN

IT CAN HAPPEN

Good for brands that try to understand different perspectives and provide guidance where it is needed

THE MAGICIAN

IT CAN HAPPEN

The Magician seeks to transform the world. They are motivated by their belief that once you understand the basic fundamentals of how things work, these rules can be applied to make their visions a reality. They believe that anything is possible if you have both the knowledge and willingness to try.

This archetype is also called the Alchemist, Catalyst, Charismatic Leader, Engineer, Healer, Innovator, Inventor, Mediator, Medicine Man or Woman, Scientist, Shaman, Transformer, Visionary, or Wizard.

The 12 Brand Archetypes were developed and articulated in "The Hero and The Outlaw" by Margaret Mark and Carol Pearson

The Hero and the Outlaw: Building Extraordinary Brands Through the Power of Archetypes Hardcover - (Amazon Affiliate Link)

MAGICIAN MARKETING OPPORTUNITY

 

The Magician may be a good identity for your brand if:

• The product or service is transformative

• Its implicit promise is to transform the customer

• It appeals to New Age consumers or cultural creatives

• It helps to expand or extend consciousness

• It is a user-friendly technology

• It has a spiritual or psychological component

• It is a new and very contemporary product

• It is medium to high priced

MARKETING APPROACH | Wearing different hats allows them to understand different perspectives and provide guidance where it is needed

TONE | Amazing, Compelling, Empowering, Exciting, Expansive, Informed, Inspiring, Moving, Mystical, Reassuring, Sophisticated, Spellbinding, Spiritual, Transformative

VALUE PROPOSITION | Affect transformation

CUSTOMER FEAR | Ineffectuality, impotence, powerlessness

MAGICIAN MINDSET & TRAITS

GOAL | To understand the fundamental laws of life and use that knowledge to transform the world

STRATEGY | Develop unique and transformational visions and follow through with them

MOTIVATION | Risk & Mastery

CALL | Hunches, extrasensory or synchronistic experiences

CORE DESIRE | Knowledge of the fundamental laws of how the world or universe work

GIFT | Finding win-win outcomes

CHAMPIONS | Achievement, Alchemy, Belief, Discovery, Imagination, Innovation, Knowledge, Mystery, Power, Risk, Transformation, and Vision

SUPER POWERS | A powerful imagination helps them to think of win-win solutions for everyone involved in a situation

SHADOW | Manipulation, sorcery

TRAP | Promising something that may be too outrageous or difficult to accomplish can cause people to see them as manipulative

FEARS | Ignorance and uncertainty in the consequences of their actions, and the possibility that they might have an unanticipated negative outcome

TURN-OFFS | Dishonesty, Doubt, Ignorance, Manipulation, Stagnation, Uncertainty, Unintended Consequences, Unpredictability, and Variability

LEVELS OF THE MAGICIAN

LEVEL 1 Magical moments and experiences of transformation

LEVEL 2 The experience of flow

LEVEL 3 Miracles, moving from vision to manifestation

THE OUTLAW

RULES ARE MEANT TO BE BROKEN

Good for brands that advocate for revolutionary change, despite social norms and popular opinions

THE OUTLAW

RULES ARE MEANT TO BE BROKEN

The Outlaw seeks to revolutionize what is not working in society by disrupting the status quo. They are driven by the desire to evoke change through fresh, new, and often anarchic ideas. They are typically skeptical of authoritative systems and believe that by ignoring society’s norms, they will be able to find a way to improve the system. Even though their ideas and actions may seem questionable, and sometimes radical, in their opinion this is the best way to grasp someone’s attention.

This archetype is also called the Activist, Challenger, Enemy, Iconoclast, Liberator, Maverick, Misfit, Rebel, Reformer, Revolutionary, Villain, and Wild Man or Woman.

The 12 Brand Archetypes were developed and articulated in "The Hero and The Outlaw" by Margaret Mark and Carol Pearson

The Hero and the Outlaw: Building Extraordinary Brands Through the Power of Archetypes Hardcover - (Amazon Affiliate Link)

OUTLAW MARKETING OPPORTUNITY

The Outlaw may be a good brand identity for your brand if:

• Customers and employees are feeling very disaffiliated from society or identify with values at odds with those of society at large

• The function of your product is to destroy something (actually, like a bulldozer, or virtually, like many video games) or is genuinely revolutionary

• Your product is not very good for people, so that using it is akin to thumbing your nose at society’s ideas of what constitutes health

• Your product helps retain values that are threatened by prevailing ones or pioneers new and revolutionary attitudes

• Your product’s price is low to moderate

MARKETING APPROACH | Advocate for revolutionary change, despite social norms and popular opinions

TONE | Bold, Controversial, Disruptive, Polarizing, Straight-shooting, and Unfiltered

VALUE PROPOSITION | Helps people break the rules

CUSTOMER FEAR | Ineffectuality, impotence, powerlessness

OUTLAW MINDSET & TRAITS

GOAL | To challenge the status quo and to destroy what is not working in society

STRATEGY | To advocate change through an unconventional approach

MOTIVATION | Risk & Mastery

CALL | Feeling powerless, angry, mistreated, under siege

CORE DESIRE | Revenge or revolution

GIFT | Outrageousness, radical freedom

CHAMPIONS | Revolutionary, Individualism, Freedom, Unconventional, Desire for Justice

SUPER POWERS | Raising hell in the name of change, breaking the rules for the greater good, and embracing controversy

SHADOW | Criminal or evil behavior

TRAP | Taking their rebellious behavior too far, causing unnecessary destruction which may also lead to them being outcasts, isolated, and possibly crime

FEARS | Being powerless, trivialized, inconsequential

TURN-OFFS | Control freaks, Close-Mindedness, Being Silenced, Injustice, and Power Trips

LEVELS OF THE OUTLAW

LEVEL 1 Identifying as outsider, dissociating from the values of the group or society in a way that flies in the face of conventional behaviors and morality

LEVEL 2 Behaving in shocking or disruptive ways

LEVEL 3 Becoming a rebel or a revolutionary

THE RULER

POWER ISN’T EVERYTHING. IT’S THE ONLY THING.

Good for brands that offer a sense of security or stability; offer a more orderly and reliable approach. Also offers exclusivity and luxury

THE RULER

POWER ISN’T EVERYTHING. IT’S THE ONLY THING.

The Ruler seeks to create order in a chaotic world by assuming total control. They are committed to maintaining and imposing the highest standards. They prefer order and stability over innovation and creativity. The Ruler protects and serves its own; it does not try to appeal to or appease the masses. A Ruler brand will often claim market leadership in their category. Their goal is to seize the top position amongst their peers and then demonstrate dominance.

This archetype is also called the Administrator, Aristocrat, Boss, King, Leader, Manager, Parent, Politician, Responsible Citizen, Role Model, or Ruler.

The 12 Brand Archetypes were developed and articulated in "The Hero and The Outlaw" by Margaret Mark and Carol Pearson

The Hero and the Outlaw: Building Extraordinary Brands Through the Power of Archetypes Hardcover - (Amazon Affiliate Link)

RULER MARKETING OPPORTUNITY

The Ruler identity might be right for your brand if you have:

• A high-status product used by powerful people to enhance their power

• A product that helps people be more organized

• A product or service that can offer a lifetime guarantee

• Services that offer technical assistance or information that helps maintain or enhance power

• An organization with a regulatory or protective function

• A product at the moderate to high price range

• A brand seeking to differentiate from a more populist (Everyman) one or that is the clear leader in the field

• A field that is relatively stable or a product that promises safety and predictability in a chaotic world

MARKETING APPROACH | Offer a sense of security or stability; offer a more orderly and reliable approach. Also offers exclusivity and luxury

TONE | Commanding, Refined, Articulate

VALUE PROPOSITION | Helps people exert control

CUSTOMER FEAR | Financial ruin, ill health, uncontrolled chaos

RULER MINDSET & TRAITS

GOAL | Create a prosperous, successful family, company, or community

STRATEGY | Establish superiority; grow authority and audience

MOTIVATION | Stability & Control

CALL | Lack of resources, order, or harmony

CORE DESIRE | Control

GIFT | Responsibility, leadership

CHAMPIONS | Discipline, security, safety, performance, quality, cohesion, coherence, the greater good

SUPER POWERS | Extraordinary disciple engenders a  rule-based culture that is high-performance

SHADOW | Tyrannical or manipulative behaviors

TRAP | Being too controlling; unable to delegate

FEARS | Chaos, Being Overthrown, Insignificance

TURN-OFFS | Excuses, Uncertainty, Frivolousness, Upstarts

LEVELS OF THE RULER

LEVEL 1 Taking responsibility for the state of your own life

LEVEL 2 Exerting leadership in your family, group, organization, or workplace

LEVEL 3 Becoming a leader in your community, field, or society

THE SAGE

THE TRUTH WILL SET YOU FREE

Good for brands that appeal to logic & attraction to wisdom versus conventional promotion

THE SAGE

THE TRUTH WILL SET YOU FREE

The Sage seeks to gain knowledge in order to become wise and share their expertise with the world. They are energized by analysis and research that can lead to more elegant solutions. They are generous in sharing their knowledge and encourage others to also embrace the pursuit of wisdom. However, they know few truly will.

This archetype is also called the Advisor, Contemplative, Detective, Evaluator, Expert, Investigator, Mentor, Oracle, Philosopher, Planner, Professional, Researcher, Scholar, Teacher, or Thinker.

The 12 Brand Archetypes were developed and articulated in "The Hero and The Outlaw" by Margaret Mark and Carol Pearson

The Hero and the Outlaw: Building Extraordinary Brands Through the Power of Archetypes Hardcover - (Amazon Affiliate Link)

SAGE MARKETING OPPORTUNITY

The Sage archetype might provide a suitable identity for your brand if:

• It provides expertise or information to your customers

• It encourages customers or clients to think

• The brand is based on a new scientific breakthrough or esoteric knowledge

• The quality of the brand is supported by hard data

• You are differentiating the product from others whose quality or performance is questionable

MARKETING APPROACH | Appeal to logic & attraction to wisdom versus conventional promotion

TONE | Intelligent, fact-based, decisive, sophisticated, deep, humane, understated authority

VALUE PROPOSITION | Helps customers find happiness

CUSTOMER FEAR | Entrapment, Selling Out & Emptiness

SAGE MINDSET & TRAITS

GOAL | To leverage intelligence and analysis to grow wise. Seeks to share expertise to benefit mankind.

STRATEGY | Using research, objectivity, diligence and self-reflection, the Sage seeks knowledge and mastery

MOTIVATION | Independence and fulfillment

CALL | Confusion, doubt, deep desire to find the truth

CORE DESIRE | The discovery of truth

GIFT | Wisdom, Intelligence

CHAMPIONS | Truth, intelligence, analysis, learning, individuality, critical thinking

SUPER POWERS | Leading visionary exploratory conversations to develop novel approaches to age old problems

SHADOW | Disconnection from reality. Being driven by facts, they can lack interest in emotions 

TRAP | Analysis paralysis can be caused by endlessly studying details for the sake of learning

FEARS | Being fooled or misled; appearing ignorant

TURN-OFFS | Superficiality, ignorance, ambiguity, status quo, gimmicks

LEVELS OF THE SAGE

LEVEL 1 Search for absolute truth, desire for objectivity, looking to experts (Apprentice)

LEVEL 2 Skepticism, critical and innovative thinking, becoming an expert (Practitioner)

LEVEL 3 Wisdom, confidence, mastery (Master)

SOURCES

Mark, Margaret, Pearson, Carol, (2001). The Hero and the Outlaw: Building Extraordinary Brands Through the Power of Archetypes Hardcover - (Amazon Affiliate Link) pages 13, 18, 88-90, 100

The authors developed the 12 Brand Archetypes as a tool for marketing in 1995 and explained their methodology and ideas in their seminal book. Some of the content on this page are ideas cited directly to maintain correctness and some have been paraphrased where possible.

https://bitly.ws/3hXCn