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sumers who are facing challenges that require them to be complex and real, and who are not living out the boring stereotypes that often are implicit in market segmentation categories and simpleminded assumptions about human motivation. To do archetypal branding well, it is advisable to tap into the deeper, more humanly compelling quality of archetypes, rather than treating them in an incidental manner as lifeless stereotypes. Crossing Boundaries While the archetypes are universal, the “valance” surrounding them changes on a cultural basis. In the United States, for instance, a shared value of individualism reinforces the Explorer archetype with an emphasis on discovering and expressing one’s own uniqueness. Other cultures are more relational. In Latin America, children live with their parents until they marry. The culture reinforces fidelity to family and community over individualism. This predilection also is strong in the former Soviet republics, as well as in China and Japan. Relational cultures are living out a different story than individualist cultures. Even within the United States, different workplaces reflect different mores and archetypal plots. For example, many for-profit firms (Microsoft, for one) are living out the value of becoming the premier company in the entire industry (the Ruler). By contrast, most nonprofit organizations are more likely to stress making a difference to the world (the Caregiver). Colleges and universities emphasize learning and the discovery of truth (the Sage), while many companies in the fields of entertainment, dessert (Ben and Jerry’s), and recreation (Patagonia) accentuate pleasure and fun (the Jester). Values are different. These differences become clear when companies articulate their vision, values, and mission statements. At least in the best companies, the bottom line is never just profits and revenue. In the past, the image a company conjured up might result in part from conscious marketing decisions, but even more so from the unconscious assumptions of people in the field. You know people who go into nursing because they are caring. So, too, corporations whose products support health and healing (think Johnson & Johnson) may have Caregiver values. A young, ingenious hacker may enjoy a line

Profile for Lewis Lafontaine

Mack, Margaret - Hero and Outlaw Archetype  

Mack, Margaret - Hero and Outlaw Archetype