The Power of Brands as Archetypes

By: Cynti Oshin

Director Client Services/Business Development

What do Herman Cain, Joe Paterno, Dorli Rainey, Kim Kardashian, Andy Rooney and Daniel The Miracle Dog all have in common?  These are all ‘brands’ either embracing the public definition of who they are, what they do and why it matters (if it does at all) or fighting hard against it.  Here is how I see it:

·         Herman Cain – Libya? Cuba? Foreign Policy?

o   Outlaw (wishes)

o   Jester  (reality)

·         Dorli Rainey – 84 year old, pepper sprayed during Occupy Seattle protest.

o   Innocent

·         Kim Kardashian – Paris Hilton of 2011.  Received a $8MM+ paycheck to don a wedding
          dress.

o   Lover – (wishes)

o   Jester – (reality)

·         Joe Paterno –

o   Magician (before)

o   Hero – (after, if he does the right thing and takes on advocacy for victims of sexual abuse.)

·         Andy Rooney – Oh, how we will miss him.

o   Sage, Regular Joe

·         Daniel The Miracle Dog - Survived the ‘pound’ gas chamber and subsequently adopted.

o  Hero

Did I get these right?  Don’t know about archetypes and the power these have in building emotional  connections between a brand and the consumer?  Read The Hero and The Outlaw,    Building Extraordinary Brands Through the Power of Archetypes by Margaret Mark & Carol S. Pearson.  Great book, just ask Rick.