Archetypes and Automobile Marketing

Inner Directives All about the people who aspire to a car called BRAND

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Insights into the people BRAND Drivers Admire

Other Drivers Admire

People who are fair, strong, loyal, compassionate and who have integrity and original ideas. People who overcome adversity, who are successful, but humble:  Explorers, athletes, visionaries  Christopher Columbus  Tiger Woods  Wayne Gretzky  Martin Luther King  Bono

People who are strong-minded, down to earth, tenacious, stick-to-it, ambitious:  Business leaders, entrepreneurs, politicians  Bill Gates  Oprah Winfrey  Pierre Trudeau  Bill Clinton  Mother Teresa

Mothers and fathers and Mother Theresa…

Mothers and fathers and Mother Theresa

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Reactions to the BRAND

Strong and victorious

A cross A central star

Elegant Dynamic

A diamond

Stylish A knight or a superhero Page 3

BRAND driver archetype The Knight Archetype

•Crusading •Idealistic •Enthusiastic •Oriented toward action •Strong, persisting and enduring Page 4

BRAND drivers exposed

Traditionally, a Knight is recognized for having ideals of strength, bravery, self-discipline and a sense of honour. Knights play sports for the pleasure of playing, are honourable opponents, good losers and never boast. They put the needs of others before their own and are always ready to come to the assistance of others, especially the less fortunate.

A Knight is a member of an elite order, enshrined in the notion of a quest and eager to make the world a better place.

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BRAND drivers exposed

The main activities of a Knight include: •The testing and proving of strength, skills and abilities in tournaments •The saving of princesses from besieged castles, and •Searching for the lost Holy Grail, a symbol of the Feminine, whose recovery will heal an ailing Kingdom

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BRAND drivers exposed

BRAND is the vehicle through which they express their enthusiasm for life

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BRAND drivers exposed

BRAND is the answer to the quest for power: in a BRAND you are shielded, protected in your quest in the speed of daily life so you can be victorious in your quest.

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BRAND drivers exposed With a BRAND you can be powerful and affect change in your life. BRAND gives you the inspiration, the care and the motivation to be great, and break the mould.

You just have to have a dream.

BRAND is that dream.

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BRAND drivers as knights Hero

Lover

Full of questing enthusiasm and a readiness to test all limits

Compassion and seeks pleasure, relatedness and generativity

Loyal, strong, Warrior courageous Page 10

BRAND drivers as knights Hero

Lover

BRAND drivers are enthusiastic, energetic people who are driven by a passion for life and love. They love to test their (and everybody else’s) boundaries, prove their abilities, share their triumphs and joys.

They believe strongly in relationships and family ties. For them BRAND provides cars, vans and trucks that help them express their enthusiasm for life.

Warrior Page 11