{"id":2550,"date":"2020-02-11T15:59:17","date_gmt":"2020-02-11T14:59:17","guid":{"rendered":"https:\/\/www.open-knowledge.it\/helping-a-startup-realize-their-vision\/"},"modified":"2021-10-26T17:30:29","modified_gmt":"2021-10-26T15:30:29","slug":"archetipi-e-branding-nellera-digitale","status":"publish","type":"post","link":"https:\/\/staging.open-knowledge.it\/en\/archetipi-e-branding-nellera-digitale\/","title":{"rendered":"Archetypes and branding in the digital age"},"content":{"rendered":"[vc_section full_height=”yes” content_placement=”middle” css=”.vc_custom_1580917594834{background-image: url(https:\/\/www.open-knowledge.it\/wp-content\/uploads\/2019\/02\/BLOG-anteprime_Cover-01_Archetipi-2.jpg?id=2733) !important;}” el_class=”full-width”][vc_row][vc_column width=”5\/6″][vc_column_text]\n

Archetypes and branding in the digital age <\/span><\/h1>\n[\/vc_column_text][vc_empty_space][vc_column_text]Many companies have discovered the importance of archetypes in creating\u202fstrong\u202fbrands\u202fwith\u202fa precise\u202fsymbolic\u202fidentity.\u202fThat\u202fhas been true for a long time. But the power of archetypes is becoming even more important in\u202ftoday\u2019s processes of\u202fdigital\u202ftransformation.\u202f <\/span>[\/vc_column_text][\/vc_column][vc_column width=”1\/6″][\/vc_column][\/vc_row][\/vc_section][vc_row][vc_column][wgl_spacing spacer_size=”30px” responsive_mobile=”true” size_mobile=”60px”][vc_column_text]\n\t\t\n\t\t
\n\t\t\t\n\t\t\t\n\t\t\t\t\n\t\t\t\t11 February 2020 \n\t\t\t<\/span>\n\t\t\t\n\t\t\t\n\t\t\t\t\n\t\t\t\t<\/span> 3<\/span> min.<\/span><\/span>\n\t\t\t<\/span>\n\t\t<\/div>\t\n\t\t\n\t[\/vc_column_text][wgl_spacing spacer_size=”30px” responsive_mobile=”true” size_mobile=”60px”][\/vc_column][\/vc_row][vc_row][vc_column width=”2\/3″][vc_column_text][\/vc_column_text][vc_column_text]Branding professionals know that in order to\u202fidentify\u202fa\u202fvalid\u202fbrand strategy it is necessary to start from its deepest essence. There are numerous schemes and theories to identify this.<\/p>\n

 <\/p>\n

But since the book\u202fThe Hero and the Outlaw: Building Extraordinary Brands through the Power of Archetypes, by Margaret Mark and Carol Pearson (McGraw Hill 2001) was published, the approach called\u202farchetypal branding\u202fhas gained increasing approval.[\/vc_column_text][vc_column_text][\/vc_column_text][wgl_spacing spacer_size=”30px”][vc_column_text]\n

Why are archetypes important?<\/h4>\n[\/vc_column_text][vc_column_text]This\u202fapproach has proved to be\u202fextremely meaningful\u202fand at the same time\u202fvery\u202fpractical\u202f- capable of identifying the deep soul of a brand and guiding its strategic choices.<\/p>\n

The model outlines 12\u202fmain\u202farchetypes (Innocent, Explorer, Sage, Hero, Outlaw, Magician, Regular Guy, Lover, Jester, Caregiver, Creator, Ruler).\u202f [\/vc_column_text][wgl_spacing spacer_size=”30px”][vc_column_text]\n

What archetype am I?<\/h4>\n[\/vc_column_text][vc_column_text]If you don’t know, you\u202fmay\u202fbe missing the opportunity\u202ffor\u202fa\u202fcrucial\u202freflection, on which it may depend that\u202fyour\u202fmarketing and communication levers are in line with the spirit of your brand\u202fand\u202fthat your brand strategy stands out positively from those of your competitors.\u202fThe archetypes\u202fin fact\u202foffer an\u202fexceptional\u202fframework for what the two authors call “the management of meaning”: that is,\u202fguiding\u202fthe sphere of meaning that lies at the heart of every brand that inspires.<\/p>\n

The theory of archetypes applied to branding\u202fis\u202fcertainly\u202fabout\u202fthe life of brands in the\u202fphysical\u202fworld\u202fand\u202ftraditional media (TV, press, radio),\u202fwhere they can communicate their\u202fproducts and services. However, confining\u202fthis theory\u202fto that universe would be a\u202fmistake. Because brands today live a second life, no less important, in the digital dimension – where archetypes continue to be fundamental symbolic references.[\/vc_column_text][wgl_spacing spacer_size=”30px”][vc_column_text]\n

A practical example of archetypal\u202fbranding?<\/h4>\n[\/vc_column_text][vc_column_text]The\u202farchetype of the\u202fMagician\u202fhas been the symbolic anchorage of Disney since this brand exists and has crossed with the same emotional strength different media\u202fsuch as\u202fcomics, animated films\u202fon celluloid, songs,\u202fvideos\u202fin\u202felectronic\u202fform. And it came in the\u202fshape\u202fof\u202fMagicBand\u202fto that sort of digital wand that allows visitors to Disney resorts to move around effortlessly, connecting to a series of\u202fchoices and\u202fservices designed to make the experience as\u202funforgettable\u202fand magical as possible.[\/vc_column_text][wgl_spacing spacer_size=”30px”][vc_column_text]\n

What are\u202farchetypes?<\/h4>\n[\/vc_column_text][vc_column_text]The question is legitimate, because the\u202fterm was\u202fborn from the great authors of psychoanalysis, and marketing has made a rather casual and not always clear\u202fuse of it.\u202fHere we can define them as forms or images of symbolic value that are found with the same characters practically all over the world as\u202fconstitutive\u202felements of collective\u202fimagination and at the same time of each individual\u2019s\u202fpsyche. We all know what an Innocent,\u202fa Wise Man,\u202fa Hero or an Outlaw is. Identifying the archetype that corresponds to your brand is an\u202findispensable\u202fstep to work on its deep identity, from which to derive the correct forms of communication both internal and external.[\/vc_column_text][wgl_spacing spacer_size=”60px”][vc_single_image image=”3546″ img_size=”full”][wgl_spacing spacer_size=”60px”][vc_column_text]\n

Archetypal branding\u202fis becoming even more relevant as a result of the trend in\u202ffavour\u202fof what have been named\u202f’Autonomous Brands’.<\/h4>\n[\/vc_column_text][vc_column_text]As Ben Essen noted in an interesting article on Medium,\u202fin\u202fthe future\u202fbrands will\u202fcompete in\u202fthe ability to create conversations enhanced by\u202fAI. Forced by the logic of the\u202fweb\u202fto enter into two-way\u202fcommunication, many of the most important brands are working to give greater depth\u202fand meaning to their online personality – at the same time as new conversational technologies make it extremely advantageous to rely\u202fon\u202fartificial systems. This process\u202fis not just about\u202fthe\u202fwell-known\u202fcases of\u202fSiri, Alexa and Cortana. A growing number of\u202fbig\u202fplayers are investing substantial sums to rapidly advance their bots\u2019\u202fdialog capabilities in important areas such as customer care\u202fand\u202frecruiting.<\/span>\u202f<\/span>\u00a0<\/span><\/p>\n

\u00a0<\/span><\/p>\n

These developments\u202fpush us to go well beyond the boundaries of the old notion of\u202f<\/span>brand personality<\/span><\/i>, understood as a series of traits to be assigned to a brand to\u202fgive it a semblance of humanity. Today, more and more brands\u00a0<\/span>must<\/span>\u00a0learn to\u202fface\u202ftheir users\u202fby themselves, managing conversations autonomously and in real time, and being credible as good actors entering the scene. For this reason, the artificial systems that animate them\u202fmust be\u202fnourished on the level\u202fof\u202f’character’, and to this end the reference to archetypes is\u202fof great use\u202fagain.\u202fNo one will ever be interested in dialoguing with anonymous,\u202fflat,\u202findistinguishable bots.\u202fTechnologies that allow intelligent systems to acquire more human traits – not excluding emotions – are progressing rapidly.\u202fAnd\u202famong the many branded bots that will start talking to us, we will certainly\u00a0<\/span>tend to<\/span>\u00a0prefer those that can manifest greater depth, tension and humanity, as well as a clearly identifiable character.\u202f<\/span>\u202f<\/span>\u00a0<\/span><\/p>\n

\u00a0<\/span><\/p>\n

In a world where many brands will embrace these principles and technologies, the 12 archetypes proposed by Mark and Pearson\u202frisk\u202fnot being enough: many brands may find themselves sharing the same symbolic figures, making themselves\u00a0<\/span>like<\/span>\u00a0each\u202fother. But\u202fthe universe of archetypes is not necessarily limited to these;\u202fand in any case archetypes\u202fare at the origin of\u202fthe multiform and fascinating world of myth, from which great brands have taken inspiration in the past and others may do so in the future.\u202fWhile companies go through the stages of their digital transformation by surrounding themselves\u202fwith the most incredible\u202ftechnologies, it\u2019s\u202fessential\u202fnot to lose sight of the\u202fbasic\u202fhuman need to go beyond what is superficial. Archetypes are perhaps the best way for brands to\u202fexplore in depth the\u202fpurpose\u202fof\u202ftheir\u202fexistence.<\/span>\u202f<\/span>\u00a0<\/span>[\/vc_column_text][\/vc_column][vc_column width=”1\/3″ el_class=”ok-card”][vc_column_text]UBI Banca<\/span>[\/vc_column_text][vc_single_image image=”3255″ img_size=”medium” alignment=”center” css=”.vc_custom_1582297682084{margin-top: 15px !important;margin-bottom: 30px !important;}”][vc_column_text css=”.vc_custom_1582297700102{margin-bottom: 15px !important;}”]\n

See it in Action<\/h3>\n[\/vc_column_text][vc_column_text]See our project<\/a>[\/vc_column_text][\/vc_column][\/vc_row]\n","protected":false},"excerpt":{"rendered":"

Crypto payments are fast, secure and anonymous, they are cheaper to process and hence are widely used by businesses in all areas. Best of all, there is no chance of Chargeback or fraud! We are proud to provide one of best crypto payment…<\/p>\n","protected":false},"author":14,"featured_media":2661,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[107,108,21],"tags":[],"class_list":["post-2550","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-apps-en","category-business-en","category-uncategorized"],"yoast_head":"\nArchetypes and branding in the digital age - OpenKnowledge<\/title>\n<meta name=\"robots\" content=\"noindex, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Archetypes and branding in the digital age - OpenKnowledge\" \/>\n<meta property=\"og:description\" content=\"Crypto payments are fast, secure and anonymous, they are cheaper to process and hence are widely used by businesses in all areas. Best of all, there is no chance of Chargeback or fraud! We are proud to provide one of best crypto payment...\" \/>\n<meta property=\"og:url\" content=\"https:\/\/staging.open-knowledge.it\/en\/archetipi-e-branding-nellera-digitale\/\" \/>\n<meta property=\"og:site_name\" content=\"OpenKnowledge\" \/>\n<meta property=\"article:published_time\" content=\"2020-02-11T14:59:17+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2021-10-26T15:30:29+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/staging.open-knowledge.it\/wp-content\/uploads\/2019\/02\/BLOG-anteprime_anteprima-01_Archetipi.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"731\" \/>\n\t<meta property=\"og:image:height\" content=\"981\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Ok People\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Ok People\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"5 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\/\/staging.open-knowledge.it\/en\/archetipi-e-branding-nellera-digitale\/\",\"url\":\"https:\/\/staging.open-knowledge.it\/en\/archetipi-e-branding-nellera-digitale\/\",\"name\":\"Archetypes and branding in the digital age - OpenKnowledge\",\"isPartOf\":{\"@id\":\"https:\/\/staging.open-knowledge.it\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/staging.open-knowledge.it\/en\/archetipi-e-branding-nellera-digitale\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/staging.open-knowledge.it\/en\/archetipi-e-branding-nellera-digitale\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/staging.open-knowledge.it\/wp-content\/uploads\/2019\/02\/BLOG-anteprime_anteprima-01_Archetipi.jpg\",\"datePublished\":\"2020-02-11T14:59:17+00:00\",\"dateModified\":\"2021-10-26T15:30:29+00:00\",\"author\":{\"@id\":\"https:\/\/staging.open-knowledge.it\/#\/schema\/person\/9eb70ac98a08b29f794303bdfc7b918c\"},\"breadcrumb\":{\"@id\":\"https:\/\/staging.open-knowledge.it\/en\/archetipi-e-branding-nellera-digitale\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/staging.open-knowledge.it\/en\/archetipi-e-branding-nellera-digitale\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/staging.open-knowledge.it\/en\/archetipi-e-branding-nellera-digitale\/#primaryimage\",\"url\":\"https:\/\/staging.open-knowledge.it\/wp-content\/uploads\/2019\/02\/BLOG-anteprime_anteprima-01_Archetipi.jpg\",\"contentUrl\":\"https:\/\/staging.open-knowledge.it\/wp-content\/uploads\/2019\/02\/BLOG-anteprime_anteprima-01_Archetipi.jpg\",\"width\":731,\"height\":981,\"caption\":\"Archetipi e branding\"},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/staging.open-knowledge.it\/en\/archetipi-e-branding-nellera-digitale\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\/\/staging.open-knowledge.it\/en\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Archetypes and branding in the digital age\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/staging.open-knowledge.it\/#website\",\"url\":\"https:\/\/staging.open-knowledge.it\/\",\"name\":\"OpenKnowledge\",\"description\":\"We make your digital future possible\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/staging.open-knowledge.it\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-US\"},{\"@type\":\"Person\",\"@id\":\"https:\/\/staging.open-knowledge.it\/#\/schema\/person\/9eb70ac98a08b29f794303bdfc7b918c\",\"name\":\"Ok People\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/staging.open-knowledge.it\/#\/schema\/person\/image\/\",\"url\":\"https:\/\/staging.open-knowledge.it\/wp-content\/uploads\/2020\/02\/autore_OKPeople-12-96x96.png\",\"contentUrl\":\"https:\/\/staging.open-knowledge.it\/wp-content\/uploads\/2020\/02\/autore_OKPeople-12-96x96.png\",\"caption\":\"Ok People\"},\"url\":\"https:\/\/staging.open-knowledge.it\/en\/author\/ok-people\/\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"Archetypes and branding in the digital age - OpenKnowledge","robots":{"index":"noindex","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"og_locale":"en_US","og_type":"article","og_title":"Archetypes and branding in the digital age - OpenKnowledge","og_description":"Crypto payments are fast, secure and anonymous, they are cheaper to process and hence are widely used by businesses in all areas. Best of all, there is no chance of Chargeback or fraud! We are proud to provide one of best crypto payment...","og_url":"https:\/\/staging.open-knowledge.it\/en\/archetipi-e-branding-nellera-digitale\/","og_site_name":"OpenKnowledge","article_published_time":"2020-02-11T14:59:17+00:00","article_modified_time":"2021-10-26T15:30:29+00:00","og_image":[{"width":731,"height":981,"url":"https:\/\/staging.open-knowledge.it\/wp-content\/uploads\/2019\/02\/BLOG-anteprime_anteprima-01_Archetipi.jpg","type":"image\/jpeg"}],"author":"Ok People","twitter_card":"summary_large_image","twitter_misc":{"Written by":"Ok People","Est. reading time":"5 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"WebPage","@id":"https:\/\/staging.open-knowledge.it\/en\/archetipi-e-branding-nellera-digitale\/","url":"https:\/\/staging.open-knowledge.it\/en\/archetipi-e-branding-nellera-digitale\/","name":"Archetypes and branding in the digital age - OpenKnowledge","isPartOf":{"@id":"https:\/\/staging.open-knowledge.it\/#website"},"primaryImageOfPage":{"@id":"https:\/\/staging.open-knowledge.it\/en\/archetipi-e-branding-nellera-digitale\/#primaryimage"},"image":{"@id":"https:\/\/staging.open-knowledge.it\/en\/archetipi-e-branding-nellera-digitale\/#primaryimage"},"thumbnailUrl":"https:\/\/staging.open-knowledge.it\/wp-content\/uploads\/2019\/02\/BLOG-anteprime_anteprima-01_Archetipi.jpg","datePublished":"2020-02-11T14:59:17+00:00","dateModified":"2021-10-26T15:30:29+00:00","author":{"@id":"https:\/\/staging.open-knowledge.it\/#\/schema\/person\/9eb70ac98a08b29f794303bdfc7b918c"},"breadcrumb":{"@id":"https:\/\/staging.open-knowledge.it\/en\/archetipi-e-branding-nellera-digitale\/#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/staging.open-knowledge.it\/en\/archetipi-e-branding-nellera-digitale\/"]}]},{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/staging.open-knowledge.it\/en\/archetipi-e-branding-nellera-digitale\/#primaryimage","url":"https:\/\/staging.open-knowledge.it\/wp-content\/uploads\/2019\/02\/BLOG-anteprime_anteprima-01_Archetipi.jpg","contentUrl":"https:\/\/staging.open-knowledge.it\/wp-content\/uploads\/2019\/02\/BLOG-anteprime_anteprima-01_Archetipi.jpg","width":731,"height":981,"caption":"Archetipi e branding"},{"@type":"BreadcrumbList","@id":"https:\/\/staging.open-knowledge.it\/en\/archetipi-e-branding-nellera-digitale\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/staging.open-knowledge.it\/en\/"},{"@type":"ListItem","position":2,"name":"Archetypes and branding in the digital age"}]},{"@type":"WebSite","@id":"https:\/\/staging.open-knowledge.it\/#website","url":"https:\/\/staging.open-knowledge.it\/","name":"OpenKnowledge","description":"We make your digital future possible","potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/staging.open-knowledge.it\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-US"},{"@type":"Person","@id":"https:\/\/staging.open-knowledge.it\/#\/schema\/person\/9eb70ac98a08b29f794303bdfc7b918c","name":"Ok People","image":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/staging.open-knowledge.it\/#\/schema\/person\/image\/","url":"https:\/\/staging.open-knowledge.it\/wp-content\/uploads\/2020\/02\/autore_OKPeople-12-96x96.png","contentUrl":"https:\/\/staging.open-knowledge.it\/wp-content\/uploads\/2020\/02\/autore_OKPeople-12-96x96.png","caption":"Ok People"},"url":"https:\/\/staging.open-knowledge.it\/en\/author\/ok-people\/"}]}},"_links":{"self":[{"href":"https:\/\/staging.open-knowledge.it\/en\/wp-json\/wp\/v2\/posts\/2550"}],"collection":[{"href":"https:\/\/staging.open-knowledge.it\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/staging.open-knowledge.it\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/staging.open-knowledge.it\/en\/wp-json\/wp\/v2\/users\/14"}],"replies":[{"embeddable":true,"href":"https:\/\/staging.open-knowledge.it\/en\/wp-json\/wp\/v2\/comments?post=2550"}],"version-history":[{"count":162,"href":"https:\/\/staging.open-knowledge.it\/en\/wp-json\/wp\/v2\/posts\/2550\/revisions"}],"predecessor-version":[{"id":5013,"href":"https:\/\/staging.open-knowledge.it\/en\/wp-json\/wp\/v2\/posts\/2550\/revisions\/5013"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/staging.open-knowledge.it\/en\/wp-json\/wp\/v2\/media\/2661"}],"wp:attachment":[{"href":"https:\/\/staging.open-knowledge.it\/en\/wp-json\/wp\/v2\/media?parent=2550"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/staging.open-knowledge.it\/en\/wp-json\/wp\/v2\/categories?post=2550"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/staging.open-knowledge.it\/en\/wp-json\/wp\/v2\/tags?post=2550"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}