The 12 Brand Archetypes: Ndinu Ndani?

Brand

Tonsefe timafuna kutsatira mokhulupirika. Tikuyang'ana pafupipafupi malonda amatsenga omwe angatilumikizitse kwa omvera athu ndikupanga zomwe tikupanga kukhala gawo losasinthika la moyo wawo. Zomwe sitimazindikira nthawi zambiri ndikuti kulumikizana ndi maubale. Ngati simukudziwa kuti ndinu ndani, palibe amene angakhale ndi chidwi ndi inu. Ndikofunikira kuti mumvetsetse mtundu wanu, komanso momwe muyenera kuyambira ubale ndi makasitomala anu.

Pali zizindikilo khumi ndi ziwiri - kapena archetypes-Chizindikiro chimatha kuganiza. Pansipa, ndaphwanya zonse 12 kuti zikuthandizeni kumvetsetsa komwe muli:

  1. MAGICIAN amakwaniritsa maloto ake - Wamatsenga wamatsenga ndizokhudza masomphenya. Zamatsenga samakupangira msuwachi wabwinoko kapena kukuthandizani kuti nyumba yanu ikhale yoyera; Amabweretsa maloto anu achilengedwe. Zomwe amapereka ndizopambana zomwe wina aliyense sangakwanitse. Wamatsenga amagwirizana kwambiri ndi maziko a chilengedwe kotero kuti amatha kupanga zosatheka. Disney ndi wamatsenga wangwiro. Disney ndi kampani yofalitsa nkhani, koma ndiosiyana ndi ena onse. Amapereka zokumana nazo zosintha. Ali m'gulu lawo chifukwa chakukula kwa masomphenya awo. Ingoganizirani mtundu wina womwe ungamange fayilo ya Matsenga Kingdom kapena Dziko la Disney.
  2. SAGE nthawi zonse imafunafuna chowonadi - Kwa anzeru, nzeru ndiye njira yopambana. China chilichonse chimakhala chachiwiri kufunafuna chidziwitso. Chizindikiro cha anzeru sichingakhale chotentha komanso chodzikweza. Sakutengani m'dziko losangalatsa ngati Disney. M'malo mwake, anzeru amalamula ulemu wanu powonetsa luntha lawo. Harvard University ndi anzeru. Ndi amodzi mwamayunivesite olemekezeka kwambiri padziko lapansi. Kulemetsa mndandanda wamaphunziro omwe amaphatikiza oyang'anira asanu ndi atatu aku US, olandila 21 a Nobel, ndi a Mark Zuckerberg (amtundu), dzina la Harvard likhala lanzeru kwambiri.
  3. INNOCENT akungofuna kukhala osangalala - Osalakwa ali m'paradaiso. Aliyense ndi mfulu, wokoma mtima, komanso wokondwa m'dziko losalakwa. Mtundu wosalakwa sudzakudzudzulani ndi malonda kapena kupita pamwamba kuti mukhulupirire. M'malo mwake, mtundu wosalakwa umakusangalatsani ndi china champhamvu kwambiri: Chikhumbo. Orville Redenbacher ndiye mtundu wopanda chiwonetsero wosalakwa. Amakugulitsani zakudya zaunyamata, ma popcorn, ndipo mascot awo ndi agogo aamuna omwe sanasiye kusangalala popeza ma bowies anali chinthu chosagwirizana.
  4. OUTLAW akufuna kusintha - Wowonongera saopa. Malonda akunja amalamulira moyo wawo osaganizira momwe zinthu ziliri. Kumene archetype wosalakwa amakhudza gawo la inu omwe mumakonda nthawi yopumula ku sukulu ya mkaka, wopalamula milandu amalankhula ndi inu omwe mumamaliza maphunziro anu kusekondale. Kupanga gulu lotsatira monga Apple ndiye cholinga chachikulu cha mtundu wosavomerezeka. Kumbukirani malonda akale a iPod pomwe anthu a monochrome anali ndi nthawi yabwino kwambiri pamoyo wawo akuvina? Malondawa samakuwuzani kuti muyime pagulu kapena mupite konsati. Ikukuuzani kuti mukhale nokha, kuvina nthawi iliyonse yomwe mwafuna, ndikuchita ndi Apple, ngati mukuganiza kuti Apple ilibe chipembedzo chotsatira, ganizirani izi. Kodi anthu adakhala pamzere kwa maola angapo pamene Galaxy S7 idatulutsidwa? Yankho ndi yankho.
  5. YESU amakhala munthawiyo - The Jester zonse za kusangalala. Mankhwala a Jester mwina sangachiritse matenda, koma akupangitsa tsiku lanu kukhala labwino. Nthabwala, manyazi, ngakhale zamkhutu zonse zili mu zida za jester. Cholinga cha mtundu wa jester ndikupangitsani inu kumwetulira ndi chisangalalo chosalira zambiri. Old Spice Man ndi imodzi mwama kampeni omwe ndimakonda kwambiri komanso chitsanzo chabwino cha archetype wa jester. Anyamata ena amasangalala ndi chizindikiritso chachimuna. Anyamata ena satero. Popanga nthabwala kuchokera kuzinthu zamtunduwu, Old Spice imakopa chidwi mbali zonse ziwiri.
  6. CHIKONDI chikufuna kukupangitsani kukhala chawo - Chisangalalo, chisangalalo, ndi chilakolako cha kugonana ndi mawu osakondera. Mtundu wachikondi umafuna kuti muwagwirizanitse ndi nthawi yapamtima m'moyo wanu. Kodi mumagula chiyani chamtengo wapatali patsiku lanu lobadwa komanso zokumbukira? Mwayi wake, mukugula kuchokera ku mtundu wokonda. Ganizirani zotsatsa za Godiva Chokoleti. Kodi zimakupangitsani kulingalira za thanzi lanu, ndalama zanu, kapena tsogolo lanu? Ayi. Godiva amakusocheretsani. Zikuwonetsa kulemera kwake komanso mawonekedwe ake. Ikukuitanani kuti mutenge nawo gawo pazosangalatsa kwambiri m'moyo: Chokoleti.
  7. WOFUFUZA akufuna kumasuka - Ufulu onse ofufuza amasamala nawo. Komwe mitundu ina ingayesere kukuthandizani kuti mumange nyumba, ofufuza amafufuza kuti akutulutseni kunja. Ndili ndi malingaliro, ndizomveka kuti zinthu zambiri zakunja ndizofunikira kwa akatswiri ofufuza. Subaru ndiye mtundu wakale wa Explorer. Samagulitsa magalimoto awo potengera moyo wapamwamba kapena zosangalatsa; amatsindika za ufulu womwe Subaru imapereka. Palibe vuto. Subaru imakulolani kusankha komwe mukupita, zivute zitani. Ndinu mfulu.
  8. WOLAMULIRA akufuna mphamvu zenizeni - Zapamwamba komanso zokhazokha ndi zomwe wolamulira amachita. Mtundu wa wolamulira ndi mlonda wa pachipata. Ngati kasitomala amagula kwa iwo, amakhala amodzi mwa osankhika. Kuzindikiridwa kuti ndiwokwera mtengo komanso wokwera mtengo ndikofunikira kwa mtundu wa wolamulira. Zodzikongoletsera ndi magalimoto apamwamba ndizoyenera mwachilengedwe kwa archetype wolamulira. Kodi mumagula Mercedes Benz chifukwa chakuyesedwa kwake? Nanga bwanji za mayendedwe ake amafuta? Mipando yake yotentha? Ayi. Mumagula Mercedes-Benz chifukwa mumakwanitsa, ndipo anthu ena ambiri sangakwanitse. Mukayimitsa galimoto yanu, anthu azimvetsetsa momwe inu mulili popanda inu kunena kanthu. Phindu lomvekedwa mwakachetechete ndi zomwe wolamulira amagulitsa.
  9. CAREGIVER akufuna kukusamalirani - Wosamalirayo ndi wokoma mtima. Amafuna kudzakuthandizani ndi anthu omwe mumawakonda. Zolemba za omwe akusamalira onse ndizokhudza kutentha ndi kudalirana. Mutha kuwadalira pankhani ya ana anu. Sikoyenera kuwona mtundu wosamalira akutulutsa malonda omwe amawombera pampikisano wawo. Ndizosiyana ndi mikangano. Mzere wa mzere wa Johnson & Johnson ndi Johnson & Johnson: Kampani Yabanja. Simungadzipereke kwambiri kumabanja kuposa amenewo. Kutsatsa kwa a Johnson & Johnson nthawi zonse kumayang'ana momwe malonda awo amakuthandizirani kusamalira ana anu. Momwe zinthu zawo zimapangira mabanja. Uwu ndi buledi-ndi-batala kwa omwe amasamalira archetype.
  10. HERO amafuna kuti adziwonetse yekha - Ngwazi imapangitsa dziko kukhala labwino pokhala opambana. Mtundu wa ngwazi sudandaula ndi kukusamalirani; ali ndi chidwi chokutsutsani. Ngati mukufuna kupita pamwambowu, mufunika thandizo la ngwazi. Asitikali aku US ndiye chitsanzo chabwino kwambiri cha akatswiri ochita masewera olimbitsa thupi. Zina mwazomwezi zikufanana ndi tsiku ndi tsiku? Inde sichoncho. Sitiyenera kutero. Lapangidwa kuti likukakamizeni kutero yankhani kuyimba ndikukwera pamwambowu polumikizana ndi ngwazi: Asitikali aku US.
  11. WAM'MBUYO WOTSATIRA / GIRL akufuna kukhala wa - Palibe kukongola kapena kukongola, chabe chinthu chodalirika chomwe chimapangitsa kuti ntchitoyi ichitike. Izi ndizomwe amagulitsa anyamata / atsikana wamba. The archetype ikuyang'ana pakupereka china chake kutali kwambiri ndi kudzikuza komwe chitha kukopa aliyense. Ndiwo archetype wovuta kwambiri kuchoka chifukwa muyenera kukhala ndi chinthu chomwe chimakopa anthu ambiri. Aliyense amamwa khofi. Osati munthu aliyense, koma chiwerengero chachikulu cha anthu kupatula makanda. Ndicho chimene chimapangitsa Folgers kukhala wamkulu wa anyamata / atsikana. Folgers sagulitsa gulu la anthu m'chiuno. Samadzitama ndi khofi wawo wapamwamba kwambiri. Amanena kuti: "Mbali yabwino kwambiri yodzuka ndi Folgers m'kapu yanu." Aliyense amadzuka. Aliyense amamwa Folgers.
  12. Mlengi amalakalaka ungwiro - Wopanga alibe nkhawa ndi mtengo wopangira kapena kupanga zinthu pamlingo. Amasamala za chinthu chimodzi: kupanga chinthu chabwino kwambiri. Pomwe amatsengawo amatsindikanso masomphenya ndi malingaliro, opanga ndi osiyana chifukwa samatsegula matsenga adziko lapansi ndikupanga zosatheka. Amapanga chinthu chabwino kwambiri. Lego ndi chitsanzo chabwino cha opanga archetype. Mmodzi mwa malonda awo, Lego adakonzanso mwatsatanetsatane zowoneka bwino kwambiri padziko lapansi. Sanapange masamba atsopano, komanso sanapange ukadaulo wina watsopano womwe umayika malowa mnyumba mwanu. Lego adagwiritsa ntchito ukadaulo wosavuta kwambiri: zotchinga. Iwo adatenga kuphweka uku ndikuwakankhira kwambiri. Ndicho chimene kukhala mlengi kuli konse.

Kotero, mtundu wanu wa archetype ndi uti?

Kuchokera pazaka zambiri, ndikukuwuzani kuti kampani iliyonse imabwera patebulo poganiza kuti ndiamuna / atsikana, koma mu 99% ya milandu, ayi. Kubowoleza zomwe zimapangitsa mtundu wanu kukhala wapadera komanso momwe makasitomala anu amalumikizirana bwino ndi malonda anu siophweka, koma ndichinthu chofunikira kwambiri chomwe mungachite kuti mumvetsetse mtundu wa archetype womwe muyenera kugwiritsa ntchito.

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