Lecture on Coherence, Systems and Brand Archetypes

Lecture on Coherence, Systems and Brand Archetypes

This is it! Thank you all for your time and immersive participation!

All the references for the sixth lecture are here.

Brands like people have a personality, this is where different Archetypes flourish.

A successful positioning programme requires long term commitment.
Remember that you can handle and manage each project.

Coherence will make your project alive and… Colourful!

*****

ARCHETYPES
The power of brand archetypes
Read article

Brand archetypes
Visit website

Archetypes review
Download PDF

Human psyche
Types of archetypes
Read article
Read list
Read essay

Library of different archetypes
Visit website

*****

BRAND ARCHETYPES

Innocent
Nintendo Switch
Parental Controls
Japan, 2017
Watch video

*****

Sage
OWN
Oprah Winfrey Network
USA, 2010
Watch commercial

*****

Explorer
New Aluminum Can
Corona
USA, 2015
Watch commercial

*****

Outlaw
Make Love not Walls
Directed by David Lachapelle
Diesel
USA, 2017
Watch commercial

*****

Hero
Worth the wait
Nike
USA, 2016
Watch commercial

*****

Lover
Chance Eau Vive
Chanel
France, 2015
The Film
The Interview

*****

Jester
M&M’S Flavor Vote

USA, 2016
Watch commercial

M&M’S “Too Far” | Bite-size Beats
USA, 2017
Watch commercial

*****

Everyman
Let’s Relax
IKEA
Sweden, 2016
Watch commercial

*****

Ruler
Mercedes vs. Death
Mercedes-Benz
Germany, 2010
Watch commercial

*****

Caregiver
Heinz
The Break Up
Canada, 2015
Watch commercial

*****

The Odyssey crash course
Watch video

Films sharing Archetypes
Big Fish
Directed by Tim Burton
Based on the novel by Daniel Wallace
Columbia Pictures
USA, 2003
Watch trailer

O Brother, Where Art Thou?
Directed by Joel and Ethan Coen
Touchstone Pictures
Buena Vista Pictures
United International Pictures
USA, 2000
Watch trailer

Archetype Flashcards
View similitudes

*****

Sirens through time

Mosaic
Read story

First incarnation of sirens
Read article

Hull Museums
Visit website

National Gallery of Victoria
Visit website

Topless siren of Starbucks
View article

Carte blanche for Starbucks
Read article

Starbucks spring cups
Read explanation
Online video

Chicago Roastery
Read official statement

Deon Cole Breaks Down The News:
Unicorn Frappuccino Edition
Conan O’Brien – TBS
April 27, 2017
Mention starts at 1:41

Unicorn Frapuccino
In the news

Marketing strategy
Read

Hate-Tasting Starbucks’ Unicorn Frappuccino
The Late Show with Stephen Colbert – CBS
April 20, 2017
Watch video

*****

Cannes Lions Creative Effectiveness
Download PDF

Cannes Lions 2016 Winners
Visit website