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DEEPER WATERS

Telling the Stories You Want to Tell If you are true to your brand’s archetypal identity, there are many stories, images, and symbols that can keep your campaign interesting and also help you update your message to fit the time—without either reinforcing the negative possibilities within the archetype or downgrading the archetype into a shallow stereotype. The richest sources of inspiration for your endeavor might not be the latest Harvard Business School treatise so much as remembering your favorite novel and why it so touched you, noticing the pattern of today’s most popular TV shows and wondering why they are so widely watched, going to an art museum, or reading a magazine review of a brilliant piece of theater. Your knowledge of archetypes will enable you to see the patterns in these expressions of timeless themes—patterns that you can use in your own work. Rather than treating everyday activities as irrelevant to the work we produce, or treating the arts and the social sciences as unrelated to business, our approach suggests that we “take it all in.” No field of study could be more important than the simple observation of human truth. The larger your vision and experience, the better you can be at managing meaning. Suddenly, in the last decade, it has become normative for business leaders to invest a good chunk of their time in clarifying their company’s values as the anchor for everything that they do. When those of us who work in marketing face the huge impact that commercial messages have on the consciousness of the time, it can be truly intimidating. It requires us to consider not only our own personal values, but also the more nebulous issue of how certain value-laden images might affect not only individual customers, but the times in which we live. The current generation of marketers could be the first to show concern for the impact of the meaning that their product conveys. It is not so confusing to consider the moral domain if there is a simple tool to use in doing so, since most of us are not going back to school to get advanced degrees in philosophy or theology. The Hero and The Outlaw provides a vocabulary and a way of thinking that makes possible an informed consideration of the ways in which commercial messages affect people. Some say that the reality of our society is that marketers have

Profile for Lewis Lafontaine

Mack, Margaret - Hero and Outlaw Archetype  

Mack, Margaret - Hero and Outlaw Archetype  

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