Consider this:
1) 80% of the times we take a decision unconsciously;
2) archetypes are figures and images imprinted and hardwired into our psyches.
Therefore, if a Brand is able to define an archetype figure around which to develop its own identity, and such to be attuned with the ones its audience refers itself to, then that Brand will be able to communicate and create strong bonds with that audience on a almost subliminal level, and with obvious competitive advantages.
In this deck I present the 12 archetype figures and how to use them along with narrative modes in order to create a branded world that users will love to be part of.
6. Archetypes
Forms or images of a collective
nature which occur practically all
over the Earth as constituents of
myths and—at the same time—as
individual products of
unconscious.
The [forms and images] are
imprinted and hardwired into our
psyches
7. Roger Dooley
In 80% of cases we make a decision before being
rationally aware of it
( )
35. The Hero can become part of a
community only if she passes through a
series of tasks, which will award prizes
and more capabilities.
If the user is able to pass through all the
tasks, he will not only be accepted but
also may have the opportunity to be
among the leaders of the community
itself.
40. The Hero is not an interior designer or
decorator, but the Deus Ex Machina is
there to help Everyman kind of people
like me and you in every way as we
decorate our own houses.