Can you recall your company’s mission statement? Does it help you make decisions and guide your marketing efforts? Probably not.
David Chapin, chief strategist and CEO at Forma Life Science Marketing argues that an archetype is an essential tool to differentiate your brand AND as a bonus, is more effective at driving internal alignment and company culture. The kind of alignment that might have saved VW about 15 billion dollars.
An archetype is the embodiment of well known human (or superhuman) personality traits in company. For example, Coke projects innocence whereas Pepsi is a Jester.
In this conversation, David explains:
- Why archetypes are so powerful
- How they are used in marketing
- The important benefits for internal alignment and company culture
- Why you want to pick one early
- 5 things you need to implement an archetype successfully
- Which archetypes to avoid – Warning: it’s likely you are using one of these already