"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
The author of “BrandOvation™: How Germany won the World Cup of Nation Branding”, and the sequel “The Hero’s Journey: Building a Nation of World Champions”, Dr Nikolaus Eberl holds a PhD from the Free University of Berlin and a Postgraduate Diploma from The Johns Hopkins University, Baltimore. Dr Nik headed the Net Promoter Scorecard research project on South Africa’s Destination Branding Success Story during the 2010 FIFA World Cup™, and he is the co-author of the World Cup Brand Ambassador Program 'Welcome 2010' and chairperson of the inaugural 2010 FAN World Cup.
Dr Nik is the author of “The Seven Secrets of IziCwe: Conquer Life!”, a uniquely South African Life Skills Program, and “a must for anyone who wants to overcome career and personal challenges!” (The Business Day). The sequel, “The IziCwe Code: Internal Branding” was introduced to the international media at the Global Leaders Summit 2006, sharing the platform with leadership gurus Tom Peters, Rudy Giuliani and Michael Porter, and has become recommended reading for government leaders at national, provincial and local level.
Dr Nik's 2006 FIFA World Cup™ book, “BrandOvation™: How Germany won the World Cup of Nation Branding”, was featured extensively in the local and international media (CNBC, Carte Blanche, Business Day, The Star, The Mercury, 702, SAfm, MetroFM etc). Based upon the Brand Innovation Lessons from the 2006 FIFA World Cup™, BrandOvation™ is a Novel Concept of Brand Leadership, merging the disciplines of Internal Branding and Touch-Point Innovation.
Dr Nik's work has received acclaim from a number of eminent South African leaders:
· “We share a vision for the development of leaders and strongly believe in building the capacity of people and society at large.” (John Samuel, CEO Nelson Mandela Foundation)
· “Nikolaus Eberl and Herman Schoonbee have thrown down the gauntlet. It is up to us to take up the cudgels to unearth pearls of wisdom from other great Africa Leaders.” (Reuel Khoza, Chairman Nedbank, President: Institute of Directors)
From May 2007 to August 2010, Dr Nik authored the Business Day’s World Cup Column as well as co-anchored CNBC’s weekly Business 2010 show (as the resident analyst). His forthcoming book “2010 Scorecard Converting Visitors to Brand Advocates”, is measuring South Africa’s Net Promoter Score (NPS) for Brand Advocacy.
Most recently, Dr Nik founded the social media consultancy LinkedIncome that offers advice to SME businesses on how to grow your network and revenue online.</p></p>