7. The expectations, behaviors and and beliefs
associated with a company that
inspire choice, preference, loyalty and advocacy.
8. It is the outcome of a
company’s culture, actions, products, services, messages
and customers themselves.
9. And the stories we craft to share a brand’s products,
philosophy and higher purpose.
10. Products performance athletic apparel and footwear
programs and technology that support the athlete,
messages that encourage and inspire
enable confidence and individual achievementPurpose
Philosophy
12. Brands, and their stories, do have to get conveyed
in a way that represents what the brand
stands for and connects it to its consumers and community.
15. Imprints, hard-wired into our psyches, influence the characters
we love in art, literature, the great religions of the world,
and contemporary films.
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Plato called these imprints “elemental forms” and saw them as
structures that formeda template for material reality.
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Psychiatrist C.G. Jung called them “archetypes.”
Source: The Hero and the Outlaw
16. 12 “characters” that we inherently know, understand, recognize
(from the most basic stories), respond to, and find ourselves reflected.
20. Creator
Caregiver!
Ruler!
Jester!
Regular Guy/Gal!
Lover!
Hero!
Outlaw !
Magician
Innocent!
Explorer!
Sage
Craft something new
Care for others
Exert control
Have fun
You’re OK
Find and give love
Act with courage
Break the rules
Transform
Retain or renew faith
Stay independent
Understand world
Williams Sonoma, Shinola
Johnson and Johnson, Dove
American Express, Ralph Lauren
Zappos, Ford Fiesta
Walmart. Budweiser
Hallmark, deBeers
Nike, Gatorade
Harley Davidson, Apple
Viagra, Pixar
Ivory, McDonald’s
Jeep, Explorer
Google, NY Times
23. Archetypes are about meaning, not borrowing meaning but
becoming a consistent and enduring expression of meaning
in beliefs, products, actions and messages.
27. finest engineered car in the world
!
democratization of computers
!
free the world’s information
!
inspire performance
!
restore american manufacturing
mercedes benz!
apple!
google!
nike !
shinola
33. The role of advertising is to tell the story
!
truthfully and to make sure it resonates.
34.
35. !
One hundred twenty seven years ago the founder of Mercedes Benz
wrote something on a sheet of paper and placed it in his factory for all to see.
!
Words meant to inspire,
!
provoke,
!
and push.
!
And the company he founded has followed them ever since.
!
Four simple words.
!
But the meaning has never been lost.
!
The challenge always accepted.
!
And the calling, forever answered.
!
Introducing the all new 2014 S Class.
!
Our entire automotive philosophy set in motion. Again.
!
Mercedes Benz. The best or nothing.