H E Y ! B R A N D

Insights form Strategy

Tools—Brand Archetypes

We believe in the concept of Instinctive Design—i.e., designing to instinctively delight the consumer, not just meet their articulated needs. Because 95% of thinking and decision making happens in the unconscious, We believe in not just relying on consumer insights—often the 5% of decision making that is articulated—but also tapping into the unconscious desires and motivations through other insight approaches. While we have mostly employed Brand Insights and Design Insights in the past, the following goes into detail about how those two areas, as well as Consumer Insights and Shopper Insights could be approached.

Design Insights

What they can tell you?

What does the consumer really want outside of the context of a brand or category?
What is in the consumer’s unconscious vs. what he/she could consciously articulate?
How can visual cues communicate to him/her on an instinctive level?

Ideal Experience Modeling

Without knowing the brand or category, consumers use provided visual stimulus cards to create their ideal experience as it relates to the brand proposition.
Consumers are then debriefed as to their collages and stories. Notes are taken in verbatim form and later analyzed using metaphor elicitation techniques to uncover the unconscious or deep-rooted desires and motivations of the consumer.
The visual collages are later analyzed for the same purpose, but also to uncover visual cues that contain meaning for consumers that could inspire Experience and Design.

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The Ruler

Motto: “Power isn’t everything. It’s the only thing.”
AKA (Also Known As): Leader, Aristocrat, Politician, Role Model, Boss

A dominant force that exerts control over others in order to achieve a goal or avoid chaos. Encourages responsibility and exacting standards and is a leader in the community, field of expertise or larger society.

You might be The Ruler if your brand:
• Is a high-status product used by influential people to enhance their power
• Helps people be more organized, shows the best way to get the job done
• Has a clear vision of how the world should be, a leader in the field
• Provides “best in class” products or industry standards

Desire: Control
Goal: Create a prosperous, successful family, company, or community
Approach: Exert leadership, provide high-quality
Gift: Responsibility, leadership, standards

Sample personality attributes: Driven, decisive, commanding, masterful, organized, motivated, focused, precise, meticulous

Brand example: Vogue, Mercedes-Benz, american Express, Rolex, LVMH; Ralph Lauren, Microsoft, IBM, SAP, Goldman Sachs

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The Creator

Motto: “If it can be imagined, it can be created”
AKA: Inventor, Artist, Innovator, Musician, Writer, Dreamer and Doer

Gives form to vision through imagination and innovation. Enables the selfexpression of others. Creates something of lasting influence to culture and society.

You might be The Creator if your brand:
• Helps foster innovation or is artistic in design
• Encourages self-expression, gives customers choices and options
• Leaves room for imagination, customers have time to be creative
• Provides a do-it-yourself element

Desire: Create something of enduring value
Goal: Give form to vision
Approach: Develop and refine artistic skills
Gift: Creativity and imagination

Sample personality attributes: Expressive, imaginative, curious, intuitive, fanciful, dynamic, inspiring

Brand examples: Adobe, Lego, 3M, the Home -Depot

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The Innocent

Motto: “Life’s simple pleasures”
AKA: Romantic, Dreamer, Utopian, Saint, Traditionalist

Life does not need to be hard, so people can be free to be themselves, to live out their best values and create a perfect life. It’s about wonder and hope, simple pleasures and simple values, predictability and certainty.

You might be The Innocent if your brand:
• Provides a relatively simple answer to an identifiable problem
• Is associated with goodness, morality, simplicity, nostalgia or childhood
• Has functions associated with cleanliness, health or virtue
• Wants to differentiate from products with tarnished images

Desire: To experience paradise
Goal: To be happy
Approach: Do things right
Gift: Faith and optimism

Sample personality attributes: Optimistic, playful, open, hopeful, earnest, enthusiastic, supportive, practical, empathetic.

Brand examples: Coca Cola, Ally LG, Seventh Generation, Neutrogena, IKEA, McDonalds

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The Innocent

Motto: “Life’s simple pleasures”
AKA: Romantic, Dreamer, Utopian, Saint, Traditionalist

Desire: To experience paradise
Goal: To be happy
Approach: Do things right
Gift: Faith and optimism

Sample personality attributes: Optimistic, playful, open, hopeful, earnest, enthusiastic, supportive, practical, empathetic.

Brand examples: Coca Cola, Ally LG, Seventh Generation, Neutrogena, IKEA, McDonalds

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The Explorer

Motto: “Don’t fence me in”
AKA: Seeker, Adventurer, Individualist, Wanderer, Iconoclast

Seeks, imagines and strives to build a better world; uncovers new paths to amore authentic life. Yearns for excitement and a sense of freedom. Loves the journey—a life that’s boundary-free and filled with adventure.

You might be The Explorer if your brand:
• Helps people feel free, is non-conformist or pioneering in some way
• Is rugged, sturdy or appropriate for adventure
• Helps people express their individuality, celebrates variety, teaches independence
• Is easily accessible or can be consumed on the go

Desire: Freedom to find out who you are through exploration
Goal: Experience a better, more authentic life
Approach: Make a journey of discovery
Gift: Autonomy, ambition, ability to be true to one’s soul

Sample personality attributes: Confident, curious, self-sufficient, adventurous, willing, restless, bold, insatiable, agile.

Brand examples: Levi’s Jeep, The North Face, patagonia, Amazon, Starbucks, Kashi

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H E Y ! B R A N D

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by Ronald Bartikowski

Forsteck 5, 22589 Hamburg

+49 157 3132 9432

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