Project Description
The Value of a Brand
Abandonment of the Fideist Dimension
BePink believes in the importance of the Brand, because the Brand is a lever that enables us to engage with the human mind which needs archetypes to help its working mechanism to simplify decisions which may seem complex and cause uncertainty and which demands elements which inspire trust and connection.
Because the Brand is a combination of Storytelling and System.
Storytelling
Selling the Brand through Storytelling is tied in to the Brand Purpose, in other words, the lever we use to alleviate uncertainty and complexity in the individual’s decision-making process.
System
The Symbolic Value
The archetype, as a symbol of social value, creates intimacy with the individual, building an experience with shared meaning, content, interaction and relational processes. Emotions lead to desires, and desires are an integral part of every one of us. By linking our desires to an archetype and giving meaning to the brand through archetypes, means personalising behaviour and creating connection and differentiation.
Understanding archetypes is instinctive and allows us to tune into, or avoid, what they represent very quickly when we encounter them. This recognition is pre-programmed in our brain, and, as such, is an extremely useful tool for defining the position of a brand and the character traits that will appeal to the audience when it makes contact with the brand.
Archetypes for Brand Personalisation
Abandon Tradition
The Outlaw
The Magician
The Hero
Create a Connection
The Lover
The Jester
The Ordinary Man
Establish the Parameters
The Guardian
The Emperor
The Creator
Explore Emotionality
The Innocent
The Wise
The Explorer