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sions of class or race. Ultimately, the Lover archetype expands to spiritual love, as embodied by Christ or other spiritual exemplars of love for all humankind. Marketing to Lovers The Lover wants a deeper kind of connection—one that is intimate, genuine, and personal (and sometimes also sensual). Such forms of connection—whether with lovers, friends, or family members—require much greater knowledge, honesty, vulnerability, and passion than the cooler connectivity of the Regular Guy/Gal. Of course, they are deeper, more special, and rare. Lovers often identify products with certain relationships. One woman declared that she could never drink Harvey’s Bristol Cream again after she broke up with her boyfriend. It was “their drink.” Another always drinks Diet Coke because everyone did at her alltime favorite job. Lovers also develop relationships with products and companies—especially those that help them feel special and loved. At the Fairmont Hotel chain, a real Lover establishment, room service picks up the phone and calls you by name, evidencing knowledge of your prior requests, likes, and dislikes. A customer may know full well that room service does this because it all comes up on a computer. The customer also knows that the staff says these things because they have been trained to. Nevertheless, it does work. Most people—and especially those for whom belonging is an issue—feel special, cared about, and nurtured in a world that often feels cold and impersonal. People in whom the Lover archetype is dominant are the group for whom relationship marketing and management is the most compelling. Consumers with a highly developed Lover archetype like being singled out for attention. They like the mailing “to our special customers” announcing a sale that has not yet been announced to other customers. They like a salesperson who knows their name and asks about their kids. They like hearing the gossip about the company and what’s happening in it. Even knowing about problems can cement the relationship, just as shared vulnerabilities often deepen personal relationships. For Lovers, you don’t have to be perfect, but you do need to be real and open. While Regular Guys/Gals want products that help them fit in

Profile for Lewis Lafontaine

Mack, Margaret - Hero and Outlaw Archetype  

Mack, Margaret - Hero and Outlaw Archetype