What is an archetypal approach

We introduce: NoA® - Neuroversum of Archetypes

Brand Management Introducing: NoA & reg; - Neuroversum of Archetypes By Uta Spiegel and Maren K. Jens A way out of the communication crisis: Motif-based, archetypal brand management in times of hopelessly clogged channels of perception. Or: & laquo; Dear brand, please finally tell us a story that interests us! & Raquo; Background For years, market saturation and increasing equality of product services have required significant changes in strategic brand management and brand communication. The consumer accepts less and less traditional forms of push marketing. For him, with a few exceptions, there is brand interchangeability and growing indifference to the point of skepticism towards advertising messages. In addition, we are experiencing an elementary change in the world of communication: media democracy and multi-options make it increasingly difficult to reach people at all. Channels of perception and communication are blocked. People only pay attention to things that really interest them, or that speak to them intuitively on a deeper psychological level. In order to break out of this brand monotony and through the threshold of perception, different approaches to brand management are required. Brands have to reach customers in their innermost motives in order to give the (exchangeable) product meaningful packaging and a clear role in people's lives. NoA? - Neuroversum of Archetypes index 1 | 2010 62 • Depth of content and communicative relevance for brands • Location of motifs and archetypes in the consumer - methodically validated • Assured feasibility of the entire brand management process from the quantitative analysis of the status quo to archetypal creation • Holistic, meaningful brand management in high quality The address is ideally made in such a way that it is particularly easy for the human brain to decode and save almost automatically. According to the findings of psychological research, this always happens when information is packaged in emotionally relevant stories and symbols. Archetypes and archetypal stories have always fascinated people and offer exactly what the human brain understands and remembers best: universally emotionally meaningful content that reflects life in all its facets and thus makes it understandable. The origin of the concept of the archetype can be found in the psychology of Carl Gustav Jung (1875–1961). He discovered that similar symbols and characters appear across cultures in stories, myths and dreams. According to C. G. Jung, these & laquo; archetypes & raquo; originate from the collective unconscious and illustrate human patterns of imagination that are determined by a certain set of values ​​and motives. They unconsciously influence human behavior. There are only a limited number of archetypes (e.g. the warrior, the protector, the wanderer), but an unlimited number of symbols, images and stories that can clarify an archetypal topic. And that is exactly what makes the depth psychological approach so interesting for marketing. The basic belief here is that brands in our modern world can tell stories that actually have value for human life strategies. Mark and Pearson ("The Hero and the Outlaw", 2001), who carried the archetypal approach to marketing and conducted the most extensive research to date on archetypal advertising, identify 12 archetypes that make marketing theirs Find application. Archetypes complement motive-theoretical approaches of marketing practice with the previously missing applicability. The most promising approaches in branding at the moment all relate to human motives and neuropsychological research. The reason why archetypes manage to act as a bridge to emotionally relevant communication lies in their intuitive comprehensibility and symbolism. For example, the ruler embodies the enormous will, leadership and responsibility to take on. The motives that are primarily satisfied by this archetype are the need for autonomy and power. At the same time, the ruler archetype inspires us to make a variety of associations: pictures, words, fictional characters, Hollywood films. These can be used in brand communication and open up completely new possibilities for brand presentation. The explorer archetype, on the other hand, permanently feels the urge to discover new things. For him, freedom and variety are important driving forces of his existence. Other images immediately come to mind. Or, last example, the carer: for him, fulfillment is taking care of others. Important drivers for him are love and stability. Even with this type, everyone can start something immediately, depending on their phase of life and personality. The idea for a new brand management tool In fact, in both psychological-spiritual and neuropsychological research, there is increasing recognition of three major motivational systems that shape human behavior: the security system, the autonomy system and the Excitation system (Bischof, 2001; Gray, 2000; H & auml; usel, 2003; Panksepp, 1998). Unfortunately, there is still no scientifically founded approach that attempts to link the model of archetypes with the current state of knowledge of neuropsychological motive research in order to stage targeted archetypal brand strategies and brand stories that intuitively address and satisfy motives. When developing the brand management tool Neuroversum of Archetypes ’, we made it our task to empirically substantiate the human motivational system and link it to the world of archetypes. The aim was to develop a measuring instrument that can be practically used for archetypal brand management. ‘Neuroversum of Archetypes’ = NoA & reg; The 'Neuroversum of Archetypes' integrates the basic idea of ​​a motif map with the approach of the archetype theory and thus represents an extremely innovative instrument for archetypal brand management. This procedure makes it possible to describe and represent human motive systems that are addressed by brands, to what extent a brand already bears archetypal patterns. It quickly becomes clear how a brand has to position itself in comparison to the competition and with regard to its possessions in order to make its own motif system more archetypal and thus a deeper and more intuitive relevance for the 63 index 1 | 2010 To maintain human perception. The NoA & reg; shows us clearly which & laquo; motif screws & raquo; we can shoot to make a brand more meaningful and therefore more attractive. Several advantages over existing procedures are: 1. The NoA® works with a well-founded and replicable human motive map that has been validated in empirical studies (N = 2500). 2. The NoA & reg; is the first process to offer a clear location of the archetypes in the human motive system. 3. The NoA & reg; enables the measurement of every brand and its competition and reveals the existing motif system of a brand as well as its connection with the archetypes. At a glance, it becomes clear what the motives are on the basis of which a brand is bought. 4. The NoA & reg; can be carried out easily and efficiently at any time using online surveys. 5. The type of survey consists of both a direct (explicit) and an indirect (implicit) measurement, so that data about the conscious and unconscious perception of brand images and archetypes result. index 1 | 2010 64 Methodical procedure Step 1: Development of the motive space In order to capture the human motive space, the similarity and dissimilarity of motives were calculated empirically in an online survey that was representative of the general German population. For this purpose, core motives were identified which, according to the current state of psychological research, can be regarded as certain (Atkinson, 1964; Heckhausen, 1989; McClelland, Atkinson et al., 1953; Maslow, 1970; Rheinberg, 2006). Selected motifs are e.g. B. Curiosity, belonging, power and control. In the survey, the participants were asked to rate how similar or dissimilar two motives are from their point of view. The pairs of motifs were selected at random for each comparison. This similarity measure - averaged over all participants - was used to create a & laquo; map & raquo; of the motifs that represent these similarities in the form of spatial closeness, the so-called neuroversum (see Figure 1). Step 2: Locating archetypes The next step was to link the 12 archetypes with the motifs. For this purpose, the motif structure of each archetype was recorded in order to make it visible in the motif map. For this purpose, another online survey, representative of the general German population, was carried out. The participants were presented with the archetype with a verbal description for assessment. For example: Using the averaged similarity measure, the archetypes can now be positioned in the motif map, resulting in an archetype map - the Neuroversum of Archetypes ’(see Figure 2). The ruler ... takes responsibility for his people. ... likes to take the lead and tell you where to go. ... can bring people's abilities into line with the tasks to be done. ... tries to manage situations for the good of all. ... makes resources usable, both human and material. Since these archetypes are not consciously present in everyday life, it can be assumed that they can only be inadequately recorded through explicit, conscious survey procedures. Therefore, two different survey methods were used to record the motive structure of the archetypes: 1. Direct measurement: The participants indicate how similar or dissimilar an archetype (ruler) and a motive (power) are. 2. Indirect measurement: The participants should decide spontaneously and under time pressure whether a motif fits an archetype or not. The requirement to react as quickly as possible is intended to ensure that decisions are made intuitively and not reflected. In these intuitive decisions, unconscious processes come into play more clearly. For both measurements the participants were randomly assigned an archetype. 65 index 1 | 2010 Step 3: Motive systems of brands and their resemblance to archetypal motive systems Now, with the ‘Neuroversum of Archetypes’, an instrument is available with the help of which the motive structure of brands and the fit to archetypes can be represented. Brands that are to be recorded with regard to their motive system are now evaluated in a survey of participants, as are the archetypes. These results then flow into the ‘Neuroversum of Archetypes’, so that concise and obvious results emerge: a) The motive system of a brand (and its competitive brands) as it is present in the minds of consumers. b) The similarity or correlation of the brands' motive systems with the 12 archetypal motive systems. c) The overlapping of driving motives of a brand with driving motives of an archetype. d) Possible positioning fields in the Neuroversum and archetypal strategies for the future strengthening of a brand In the ‘Neuroversum of Archetypes’, options for action can be identified and recommendations for action for a strategic archetypal brand management can be derived. index 1 | 2010 66 Conclusion With the ’Neuroversum of Archetypes’, an integrated model was developed that links archetypes with human motifs, positions brands in the human motive space and can show similarities and differences in their motif structure to archetypal motif systems. The 'Neuroversum of Archetypes' enhances the intrinsic meaning of brands and products through the application of archetypal psychology and helps to create a brand identity that conveys the meaning behind the brand to the customer and inspires them to be loyal (see also Mark & ​​Pearson, 2001, p. 12). The archetypes offer direct implementation ideas and worlds of experience for brand communication. The tool entwickelte Neuroversum of Archetypes ’developed by us can give brands an archetypal meaning and thus provide a strategic solution for a unique, relevant and intuitively effective brand presence. The authors Uta Spiegel studied general linguistics, philosophy and musicology in Heidelberg and Hamburg with an M.A. In 1995, together with her brother, she began to realign the institute founded by her father. Today, the Spiegel Institute Mannheim is an international market research and consulting institute in the fields of market psychology and anthropotechnics, primarily for the automotive industry. Uta Spiegel's methodological focus is on market psychology, especially strategic brand management and customer-integrated product development. Maren K. Jens is part of the management team of the 18-person brand strategy unit of the S&F Group and studied psychology & amp; Marketing at the WWU Münster. She is the & laquo; mother & raquo; and promoter of a newly developed brand management tool that combines the theory of archetypes with the knowledge of neuromarketing. In addition to her longstanding focus on psychological brand management, Ms. Jens is a leading strategist for many international brands in her work experience. She also organizes lectures and practical seminars for students and young professionals. She began her career in international market research, then switched to global planning at the Gray Group and now works primarily on marketing & amp; Advertising to & laquo; evolve & raquo ;. 67 index 1 | 2010