"Archetypal Branding: The Secrets of Building a Premium Brand" is designed to provide you with a systematic way to:
• Clearly define the Brand so that it is compelling and credible to your key Target Audiences.
• Create a Brand Identity that all key internal Constituencies can agree on and work from.
• Increase the Reputation, Image, perceived Value and Brand Awareness of your Company
Take this Branding Your Business Course and learn how to build a Brand for your Business that commands Premium Prices and turns Customers into Brand Advocates that are Loyal for Life.</p>
“As products and services are converging, clients are now looking for a sense of meaning and identity – a brand image in every experience they encounter with your company” (Institute for Brand Leadership). So, what exactly is a brand? In order to arrive at the very core of what constitutes a brand, it is important to dispel some myths about what a brand is not.
A brand is not your logo, your Product or even your Corporate Identity. Rather, a brand is an expectation of an emotional experience, created by a certain brand promise. In the car industry, well-known brand promises are shown above.
Hannah Arendt, a well known 20th century philosopher, calls promises “islands of certainty in the sea of uncertainty that the future is”. Through promises we manage and control the uncertainty, whilst trust is the attitude required by authentic promise-making. This is why leading brands often command a market share of 50% or higher, as well as price premiums of up to 40% more than generic brands.
In other words, a brand is “the most valuable real estate in the world, a corner of the consumer’s mind” (Institute for Brand leadership). It is therefore the Brand Promise that creates the Brand Expectation and is the foundation of building the Brand Image.
“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 origin.”
— C. G. Jung, Psychology and Religion
“The concept of archetypes was borrowed by Jung from classic sources, including Cicero, Pliny, and Augustine. Adolf Bastian called them “Elementary Ideas.” In Sanskrit, they were called “subjectively known forms”; and in Australia, they were known as the “Eternal Ones of the Dream.”
— Joseph Campbell, The Hero with a Thousand Faces
“Jung to some extent took the opposite approach to that of the behaviorists, that is, he did not observe people from the outside, did not ask how we behave, how we greet one another, how we mate, how we take care of our young. Instead, he studied what we feel and what we fantasize while we are doing those things. For Jung, archetypes are not only elementary ideas, but just as much elementary feelings, elementary fantasies, elementary visions.
— Marie-Louise Von Franz, Psyche and Matter
Motto: You only live once
Motto: You're the only one
Motto: Rules are made to be broken
Motto: All men and women are created equal
Motto: The truth will set you free
The Caregiver is a good identity for brands:
A Creator identity may be right for your brand:
Signs that your brand is an Explorer
Signs that your brand is an Innocent
Your brand might be a Lover archetype if:
Your brand might be the Magician if:
The Jester is a promising archetype to provide identity to brands:
Your brand might be an Outlaw if:
Your brand might be The Regular Guy if:
The Ruler identity might be right for your brand if you have:
Signs that your brand is a Sage
Signs that your brand is a Hero
When I first came to the shores of the Zulu Kingdom and joined the University of KZN as a Research Associate, I was intrigued to discover that the legendary ZULU KING SHAKA had suffered a branding fate similar to the subject of my PhD thesis, the much maligned Roman Emperor Nero
This is why for the past 20 years, I have been digging through the Archives, visiting the Battlefields and sifting through the Propaganda of the History Books, to uncover THE TRUE LEGACY of the Great Emperor - a Legacy that is best described by a Term that has gained notorious Acclaim:
Emperor Shaka’s military Innovations, from Weaponry to Battle Formations and even new Societal Norms, incorporate many of the Strategies the World’s greatest Innovators of recent times have adopted to conquer hitherto unassailable Industries and build BILLION DOLLAR BRANDS (such as Uber, AirBnB & Whatsapp)
Over the past ten Years, I have developed a uniquely South African Formula for identifying the MISSING LINK in the Customer Experience and creating a Disruption MAP for your Industry, code-named The IziCwe Code which was introduced to the international media at the GLOBAL LEADERS SUMMIT, sharing the platform with Leadership Gurus Tom Peters, Rudy Giuliani and Michael Porter.
And helped clients such as IBM, SAP and HP recreate the Customer Experience and build New Products (such as the FAN World Cup) - and designed a CX program for the 2010 World Cup that achieved an unparalleled 92% NPS from Visitors
The IziCwe Code has been implemented successfully by Clients such as Metropolitan, DBSA, Nelson Mandela Foundation and Cableways Cape Town who were voted one of the SEVEN NEW WONDERS OF THE WORLD - and a Mining Supplier who has credited The IziCwe Code for having grown his Business 10X