Subido por y.aguiar

1. Brand Archetypes

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BRCGH
CRLMOX[VO\
LROCXOH B[
HOBA BMCXXCLMOR@OO
@_NKCG LANO
HCUK\ BCNNCRH
ks c strctojy lagsuntcgt
wktm 35 yocrs ae oxporkoglo
kg tmo chvortkskgj kghustry,
wardkgj ear cjoglkos kg
Kghkc cgh \autm Ocst Cskc.
ks c strctojy lagsuntcgt
wma wards wktm brcghs
cgh cjoglkos ta lrocto
warnh lncss kgtojrctoh
lcipckjgs.
ks c NC-bcsoh sogkar
strctojkst cgh hoskjgor
wma iaagnkjmts cs c
iuskl icg ct Vcrcgj
Rolarhkgjs
AUORUKOZ
AUORUKOZ
Brcgh Crlmotypos cro c lagtravorskcn tapkl.
\aio strctojkst ekgh tmoi usoeun,
atmors tmkgd tmoy‛ro cbaut cs usoeun cs stcr skjgs.
Ogaujm brcghs uso tmoi ta ughorstcgh tmoy lcg pncy c rano kg
k g monpkgj.
Og`ay,
Hoba, @unkcg cgh Hcvks
\ubslrkbo ta tmo Vncggkgj Hkrty gowsnottor cgh `akg tmo 2?,666+ rochors wma
jot iagtmny strctojy taans, tkps cgh rosaurlos.
LMCVXOR0 3
KGXRAH_LXKAG
ARKJKG
•
Arkjkgctos kg Vncta‛s laglopt ae khocns cgh pcttorgs.
•
Ikh-3;66‛s Lcrn @ugj taad Vncta‛s tmkgdkgj c stop eurtmor cgh hovonapoh
„psylmanajklcn crlmotypos’.
•
@ugj eurtmor oncbarctoh - „crlmotypos cro earis ar kicjos ae c
lannoltkvo gcturo wmklm allur prcltklcnny cnn avor tmo ocrtm’.
Lmcrcltorkstkl pcttorgs tmct pro-oxkst kg tmo lannoltkvo
psylmo ae tmo muicg rclo tmct ropoct tmoisonvos
otorgcnny kg tmo psylmo ae kghkvkhucn muicg bokgjs cgh
hotorikgo tmo bcskl wcys tmct wo porlokvo cgh eugltkag
cs psylmanajklcn bokgjs.
Lcrn @ugj
HOEKGKXKAG
•
•
•
Vcttorgs ae oxpoltctkags tmct cnnaw us ta roncto ta aursonvos, ta atmors,
cgh ta lageragt tmo strujjnos cgh hknoiics ae aur hckny oxkstoglo.
Xmoy
us cgh
cs poapno,
cs ogtktkos ar cs arjcgksctkags ta icdo sogso
ae aursorvo
hoskros
cspkrctkags.
Oclm crlmotypo kgspkros cgh sorvos c muicg lcnnkgj, sots runo by
wmklm ta pncy cgh smcpos maw wo ogjcjo kg tmo jcio ae nkeo.
LMCVXOR0 2
CRLMOX[VO\ & BRCGH\
CRLMOX[VO\ C\ C NKJMXMA_\O
•
•
•
Brcgh's iocgkgj lagstktutos kts iast krropnclocbno cssot. \yibankl
cbknkty ta lagvoy iocgkgj.
Xa
bo ronovcgt cgh lagvkglkgj, brcgh's khogtkty iust eari c pcttorg ae
oxpoltctkag.
Crlmotypos clt cs c nkjmtmauso ear tmo poapno‛s iatkvctkags, pravkhkgj
oeeoltkvo roprosogtctkag.
Laiiag ikstcdo0
Brcghs tmkgd tmo stary ks cbaut tmoi.
Xmo lagsuior ks tmo ickg lmcrcltor,
tmo brcgh ks c suppartkgj rano.
Laiiag ikstcdo0
Lageuskgj c brcgh‛s crlmotypo ta kts porsagcnkty.
CRLMOX[VO & VOR\AGCNKX[
Kipnklctkag ta Avorcnn Brcgh \trctojy
CRLMOX[VO
VOR\AGCNKX[
C stcghpakgt tmct cnnaws ear tmo
poapno ta roncto ta tmo brcgh.
Oxtorgcn bomcvkarcn trckts0
lmcrcltorkstkls, cttktuhos, & stynos.
Kt ks sustckgoh avor tkio.
Kt lcg lmcgjo avor tkio.
Laiiag ikstcdo0
Ago crlmotypo, ago cltkag
Xmo crlmotypo ks hygcikl cgh lcg lmcgjo.
\CIO CRLMOX[VO, HKEEOROGX VOR\AGCNKX[
\CIO CRLMOX[VO AUOR XKIO
LMCVXOR0 <
XMO LAG\XR_LX
XMKGDKGJ
Earlos cgh ughornykgj hoskros
Xmo mkstary ae muicgkty soois ta mcvo boog smcpoh by 2 ic`ar earlos0
3. Maw wo roncto ta tmo warnh ag c porsagcn novon
2. Maw wo roncto cgh eoon cbaut atmors ag cg kgtorporsagcn novon.
3. Maw wo roncto ta tmo warnh ag c porsagcn novon0
Ag c porsagcn novon, eocr icdos us wcgt ta manh agta nkeo kg c lagtrannoh icggor, cgh
ecslkgctkag icdos us wcgt ta iavo boyagh aursonvos, roclmkgj aut ta tmo warnh kg c iaro
spagtcgoaus icggor.
Zo wcgt ta trocsuro cgh trcgslogh nkeo. Cgh, tmoso noch us ta kgtravorskag cgh oxtravorskag.
2. Maw wo roncto cgh eoon cbaut atmors ag cg kgtorporsagcn novon0
Ag cg kgtorporsagcn novon wo bcncglo aur hoskro ta ceekri aursonvos avor atmors, wktm aur
hoskro ta bonagj cgh bo clloptoh by tmo jraup. Zo wcgt ta hoopny bonagj cgh hoopny
ceekri aursonvos kg aur kgtorporsagcn ronctkagsmkps.
C LAIVC\\ AE IOCGKGJ
O]XRAUOR\KAG
IO
ZO
KGXRAUOR\KAG
O]XRAUOR\KAG
Icjklkcg
Mora
Autncw
Oxpnaror
IO
Rojuncr Juy
\cjo
@ostor
Kggalogt
Navor
Lroctar
Lcrojkvor
Runor
KGXRAUOR\KAG
ZO
NAADKGJ EAR VCRCHK\O
Kggalogt. \cjo. Oxpnaror.
Xmo purpaso ae tmoso tmroo crlmotypos ks ta monp poapno ekgh mcppkgoss.
Xmoy roprosogt c porsagcn quost tawcrhs sone-eunekniogt. Xmoy oipmcskzo
tmo pawor ae bokgj agosone cgh bomcvkgj kg cg cutagaiaus wcy.
O]XRAUOR\KAG
IO
Kggalogt
KGXRAUOR\KAG
„K‛i eroo ta bo iysone’
KGGALOGX BRCGH\
XMOKR RANO ZKXM XMO LAG\_IOR
CG CRLMOX[VO EAR BRCGH\ XMCX
Voapno eoon cttrcltoh by tmo lortckgtkos,
Vravkho skipno cgswors ta spolkekl
tmo pasktkvo cgh mapoeun khocs.
prabnois.
Xmoy lnkgj ta vcnuos sulm cs jaahgoss,
tmo laiiag jaah, ecikny cgh jaah
kgtogtkags.
Cro cssalkctoh wktm jaahgoss, iarcnkty,
skipnklkty, gastcnjkc ar lmknhmaah.
Xmoy cnsa lnkgj ta tmo khoc tmct nkeo ks
skipno by iocgs ae tmoso brcghs.
Mcvo eugltkags cssalkctoh wktm
lnocgkgj ar mocntm.
Cro icgueclturoh by laipcgkos wktm
jaah vcnuos.
KGGALOGX BRCGH\
O]XRAUOR\KAG
IO
\cjo
KGXRAUOR\KAG
Xmo trutm wknn sot us eroo
\CJO BRCGH\
XMOKR RANO ZKXM XMO LAG\_IOR
CG CRLMOX[VO EAR BRCGH\ XMCX
Voapno cro kgtorostoh kg nocrgkgj.
Vravkho poapno wktm oxportkso ar
kgearictkag.
Xmoy nkdo ta eoon tmct tmoy cro sicrt cgh
mcvo tmo eroohai cgh dgawnohjo ta
icdo tmokr awg lmaklos.
Oglaurcjo poapno ta tmkgd cgh lmaaso
wksony.
Cro bcsoh ag slkogtkekl kggavctkag ar
gow dgawnohjo.
\CJO BRCGH\
O]XRAUOR\KAG
Oxpnaror
IO
KGXRAUOR\KAG
Hag t eoglo io kg
O]VNAROR BRCGH\
XMOKR RANO ZKXM XMO LAG\_IOR
CG CRLMOX[VO EAR BRCGH\ XMCX
Voapno naad ear prahults tmct cro
cutmogtkl nkdo tmoisonvos.
Cro pkagoors.
Xmoy wcgt ta oxporkoglo tmo eoonkgj ae
„jottkgj cwcy erai tmo rautkgo’, „bokgj
jroctor tmcg tmokr awg nkvos’, ta oxpross
wma tmoy cro, ta bo pcrt ae cg
chvogturo.
Mcvo prahults tmct monp poapno eoon
eroo, ta oxpross tmoisonvos cgh ta gat
sottno.
Hkeeor erai atmor brcghs tmct stkld wktm
jucrcgtooh sulloss.
Xmoy mcvo cg oxpnarkgj lunturo, tmoy cro
lagstcgtny kggavctkgj.
O]VNAROR BRCGH\
O]XRAUOR\KAG
Icjklkcg
Mora
IO
Autncw
ZO
KGXRAUOR\KAG
NOCUKGJ I[ ICRD AG XMO ZARNH
Mora. Icjklkcg. Autncw.
Xmoso < crlmotypos syibankzo ogorjy ta jogorcto lmcgjos ar
trcgsearictkags. Chrogcnkgo cgh cgxkoty iatkvcto tmoi cgh icdo up
pcrt ae tmokr bokgj. Xmoy sood ta nocvo c icrd ag salkoty. Xmoy cro
crlmotypos tmct kgspkro cgh iavo poapno ta tcdo ag lmcnnogjos, tcdo
rksds, brocd tmo runos cgh trcgseari tmokr nkvos.
O]XRAUOR\KAG
Mora
IO
ZO
KGXRAUOR\KAG
Zmoro tmoro s c wknn, tmoro s c wcy
MORA BRCGH\
XMOKR RANO ZKXM XMO LAG\_IOR
CG CRLMOX[VO EAR BRCGH\ XMCX
Voapno sood ta eoon sullosseun ar ta
hovonap strogjtms ta eclo c lmcnnogjo,
nkikts ar sktuctkags ae kg`ustklo.
Monp poapno ja boyagh tmokr nkikts.
Ealus tmokr strctojy ag porearikgj
eurtmor.
Mcvo c lnocr laipotktar wmai tmoy
wcgt ta hoeoct.
MORA BRCGH\
O]XRAUOR\KAG
Icjklkcg
IO
ZO
KGXRAUOR\KAG
Cgytmkgj lcg mcppog
ICJKLKCG BRCGH\
XMOKR RANO ZKXM XMO LAG\_IOR
CG CRLMOX[VO EAR BRCGH\ XMCX
Voapno mcvo hrocis tmct atmor poapno
soo cs kipasskbno cgh try ta icdo
tmoi laio truo.
Mcvo c rktucn cssalkctoh wktm tmokr
lagsuiptkag.
Xmoy hrkvo tmo lmcgjo cgh kgenuoglo
atmors.
Mcvo c psylmanajklcn ar spkrktucn
onoiogt kg tmokr prahults ar sorvklos.
Monp ta jogorcto c mcbkt ar cg
cwcrogoss ae lmcgjo.
Mcvo kggavctkvo cgh up-ta-hcto
prahults.
Cro tolmganajklcnny-erkoghny.
ICJKLKCG BRCGH\
O]XRAUOR\KAG
Autncw
IO
ZO
KGXRAUOR\KAG
„Runos cro iocgt ta bo bradog’
A_XNCZ BRCGH\
XMOKR RANO ZKXM XMO LAG\_IOR
CG CRLMOX[VO EAR BRCGH\ XMCX
Voapno eoon eroo ta lmcnnogjo stcghcrhs
cgh lurrogt troghs.
Cro ckioh ct poapno tmct gooh ta robon
cjckgst wmct ks salkcnny clloptcbno.
Xmoy eoon khogtkekoh wktm robonnkausgoss
cgh tmoy gooh ta ha lctmcrsks ta eroo
tmokr awg hksabohkoglo.
Cro bcsoh ag tmo khoc ae lmcgjo ar
tmct prahulo jogukgony rovanutkagcry
jaahs.
Vkagoor gow vcnuos, bomcvkars ar trutms.
Xmoy tcdo rksds.
Vraiato prahults lagskhoroh „bch’ ar
„ugmocntmy.’
A_XNCZ BRCGH\
O]XRAUOR\KAG
Rojuncr Juy
IO
@ostor
Navor
ZO
KGXRAUOR\KAG
GA ICG K\ CG K\NCGH
Rojuncr Juy. @ostor. Navor.
Xmoso tmroo crlmotypos cro ckioh ct monpkgj poapno bonagj ta c
laiiugkty. Xmoy roprosogt tmo gooh ta kgtorclt, bo kg lagtclt cgh
hrcw tmo cttogtkag ae atmors cgh, cbavo cnn, bo navoh. Xmoso crlmotypos
cro tmo laugtorpcrt ae tmo kglrocskgj kghkvkhucnksi ae iahorg salkotkos.
O]XRAUOR\KAG
Rojuncr Juy
IO
ZO
KGXRAUOR\KAG
„Zo‛ro cnn tmo scio’
ROJ_NCR J_[ BRCGH\
XMOKR RANO ZKXM XMO LAG\_IOR
CG CRLMOX[VO EAR BRCGH\ XMCX
Voapno wcgt ta bo clloptoh cgh
vcnuoh `ust cs tmoy cro, wktmaut mcvkgj
lmcgjos kipasoh upag tmoi.
Monp poapno bonagj ta c laiiugkty.
Cro usoh kg hckny nkeo. Cro ceearhcbno.
Xmoy icdo tmokr awg holkskags bcsoh
ag laiiag sogso.
Cttoipt ta hkeeorogtkcto kg c pasktkvo
wcy erai proikui brcghs cgh roncto
ta tmo ic`arktkos.
Xmoso
ta wmklm
ks ocsybrcghs
ear tmo rostaro
salkoty lahos
ta roncto,
cgh kt
ugkvorscn muicgkstkl vcnuos, ospolkcnny
tmaso laglorgkgj oqucnkty.
Xmks crlmotypo ks jogorcnny usoh kg
panktkls.
ROJ_NCR J_[ BRCGH\
O]XRAUOR\KAG
IO
@ostor
ZO
KGXRAUOR\KAG
„K `ust wcgt ta mcvo eug’
@O\XOR BRCGH\
XMOKR RANO ZKXM XMO LAG\_IOR
CG CRLMOX[VO EAR BRCGH\ XMCX
Voapno
wcgt
ta nkvo nkeocgh
ago sogso
hcy ctae
c
tkio wktm
spagtcgokty
muiar.
Monp ta mcvo c jaah tkio.
Xmoy lagvoy c iosscjo ae `ay cgh eug.
Xmoy hkeeor erai sorkaus, ostcbnksmoh
cgh kipartcgt brcghs.
Xmoy kggavcto kg ugoxpoltoh wcys.
@O\XOR BRCGH\
O]XRAUOR\KAG
IO
ZO
Navor
KGXRAUOR\KAG
„K agny mcvo oyos ear yau’
NAUOR BRCGH\
XMOKR RANO ZKXM XMO LAG\_IOR
CG CRLMOX[VO EAR BRCGH\ XMCX
Voapno
ta eoon
cttrcltkvo,
ta jkvo
navo, ta wcgt
oxpross
kgtkicto
ceeoltkag,
ar ta
oxporkoglo pnocsuro.
Mkjmnkjmt
cgh
lnasogossbocuty,
ciagjlaiiugklctkag,
poapno.
Xrcgsikt cg khoc ae kgtkicly cgh
onojcglo cbavo icsskvogoss.
Cro
cssalkctoh wktm soxucnkty cgh
raicglo.
Monp poapno ekgh navo cgh erkoghsmkp,
sohulo, cgh bo cttrcltkvo ta atmors.
NAUOR BRCGH\
O]XRAUOR\KAG
IO
ZO
Lroctar
Lcrojkvor
Runor
KGXRAUOR\KAG
ICDKGJ XMO ZARNH EOON \CEOR
Lcrojkvor. Runor. Lroctar.
Xmoso < crlmotypos pravkho stcbknkty cgh lrocto strulturos wmklm
bocutkey
cgh arjcgkzo
tmo warnh.
Xmoy
lrocto
arhor sa
tmcteugltkag
atmors eoon
sceo by iocgs
ae ceeoltkag,
lagtran,
cgh
oxprosskag.
Xmoy
cs c
syibankl laugtorwokjmt kg salkotkos wmklm cro bolaikgj kglrocskgjny
uglortckg cgh lmcgjkgj, tmus monpkgj ekgh stcbknkty kg cg ovor-lmcgjkgj
rocnkty.
O]XRAUOR\KAG
IO
ZO
Lcrojkvor
KGXRAUOR\KAG
„Navo ovoryago cs yau navo yaursone’
LCROJKUOR BRCGH\
XMOKR RANO ZKXM XMO LAG\_IOR
CG CRLMOX[VO EAR BRCGH\ XMCX
Voapno
trytawcrhs
ta oxpross
tmokr
lcro
cgh
ceeoltkag
tmaso
tmoy
navo.
Cro
kg mocntmlcro,
ohulctkag, cgh atmor
lcro-ronctoh
sorvklos.
Xmoy cspkro ta roclm c bcncglo
botwoog tcdkgj lcro ae atmors cgh
ekghkgj saioago ta tcdo lcro ae tmoi
Mcvo prahults tmct cro cssalkctoh wktm
gutrktkag.
taa.
Monp poapno tcdo lcro ae oclm atmor.
Cro laggoltoh wktm gag-praekt ar ckh
cssalkctkags.
LCROJKUOR BRCGH\
O]XRAUOR\KAG
IO
ZO
Runor
KGXRAUOR\KAG
„Vawor ks ovorytmkgj’
R_NOR BRCGH\
XMOKR RANO ZKXM XMO LAG\_IOR
CG CRLMOX[VO EAR BRCGH\ XMCX
Voapno sood ta eoon kg lagtran.
Icy
mcvo mkjm-stctus
cgh
uso paworeun
poapno kgprahults
tmokr
laiiugklctkag lcipckjgs.
Xmoy vcnuo tcgjkbno jaahs, stctus cgh
prostkjo.
Xmoy sood ta oxorlkso pawor ar c
nochorsmkp rano cgh doop kt cs nagj cs
passkbno
Mcvo prahults wmklm monp poapno jot
arjcgkzoh.
Aeeor prahult prklos rcgjkgj erai
iohkui ta mkjm.
Aeeor prahults tmct praikso solurkty
cgh prohkltcbknkty kg c lmcatkl warnh.
cgh prohkltcbknkty kg c lmcatkl warnh.
R_NOR BRCGH\
O]XRAUOR\KAG
IO
ZO
Lroctar
KGXRAUOR\KAG
„Ovorytmkgj yau lcg kicjkgo ks passkbno’
LROCXAR BRCGH\
XMOKR RANO ZKXM XMO LAG\_IOR
CG CRLMOX[VO EAR BRCGH\ XMCX
Voapno's
lagsuiptkag
cghear
brcgh
lmaklos roenolt
tmokr gooh
sone-oxprosskag.
Mcvo
prahults tmct
praiato
sone-oxprosskag
ar mcvo
c ha kt yaursone
praekno.
Aeeor iuntkpno vcrkotkos, cgh tmo
passkbknkty ta lmaaso cgh lustaikzo
prahults.
LROCXAR BRCGH\
IARO ROCHKGJ
OGH
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