IiArchetypes ezili-12 zeBrand: NguWuphi onguwe?

uhlobo

Sonke sifuna ukulandela ngokunyaniseka. Sisoloko sikhangela eso sicwangciso sentengiso somlingo esiya kuthi sidibanise nabaphulaphuli bethu kwaye senze imveliso yethu ibe yinxalenye yobomi babo engenakubuyiselwa. Into esingaziqapheli rhoqo kukuba unxibelelwano ubudlelwane. Ukuba awucacanga ukuba ungubani, akukho mntu uya kuba nomdla kuwe. Kubalulekile ukuba uqonde ukuba ngubani uphawu lwakho, kwaye kufuneka uqale njani ngobuhlobo nabathengi bakho.

Zili-12 izazisi ezisisiseko-okanye ii-archetypes- uphawu lunokucinga. Apha ngezantsi, ndiphule zonke i-12 ukukunceda uqonde ukuba ungowaphi:

  1. UMAGICIAN uzalisekisa amaphupha- Imagic archetype imalunga nombono. Iimpawu zemilingo azikwakhi ibrashi yamazinyo engcono okanye zikuncede ugcine indlu yakho icocekile; bazisa amaphupha akho amdaka ebomini. Oko banikela ngamava amnandi ekungekho namnye umntu onokufikelela kuwo. Umlumbi uhambelana kakhulu nezinto ezisisiseko kwindalo yonke kangangokuba zinokudala ezingenakwenzeka. Disney ngumlingo ogqibeleleyo. I-Disney ngokusisiseko yinkampani yemidiya, kodwa ayifani nenye. Banikezela ngamava otshintsho. Bakudidi lwabo ngenxa yobukhulu bombono wabo. Khawufane ucinge olunye uphawu olunokwakha Ubukumkani bobugqi okanye a Disney World.
  2. I-SAGE ihlala ifuna inyani- Kwisilumko, ubulumko sisitshixo sempumelelo. Yonke enye into ilandela emva kokwazi. I-brand ye-sage ayinakuziva ifudumele kwaye i-cuddly. Abakuthathi kwilizwe elimnandi njengeDisney. Endaweni yoko, isilumko siyalela imbeko yakho ngokubonisa ubuqaqawuli babo. IYunivesithi yaseHarvard sisilumko. Ziyenye yezona yunivesithi zihloniphekileyo kwihlabathi. Ukuqhayisa uluhlu lwama-alumni olubandakanya abongameli abasibhozo base-US, abaphumeleleyo abangama-21 beNobel, kunye noMark Zuckerberg (uhlobo), uphawu lweHarvard lumalunga nokuba lukrelekrele.
  3. I-INNOCENT ifuna ukonwaba- Abamsulwa ngabaseparadesi. Wonke umntu ukhululekile, unesidima, kwaye wonwabile kwihlabathi elingenatyala. Uphawu olumsulwa alunakuze lubekek 'ityala ngentengiso okanye uye ngaphezulu ukuze uqiniseke. Endaweni yoko, uphawu olumsulwa luya kukuthandela ngento enamandla ngakumbi: I-Nostalgia. U-Orville Redenbacher yiprotype engenatyala. Bathengisela wena unyango lwabantwana, i-popcorn, kunye ne-mascot yabo ngutatomkhulu ongayekanga ukonwaba kuba ii-bowties ziyinto engathandekiyo.
  4. I-OUTLAW ifuna inguquko- Isaphuli-mthetho asoyiki. Iimpawu ezingekho mthethweni zilawula ubomi bazo ngaphandle kokujonga imeko ekhoyo. Apho iarchetype emsulwa ichukumisa inxenye yenu enithanda ixesha lokutya kwi-kindergarten, i-archetype engekho mthethweni ibhenela kwinxalenye yenu eninqumle ukufunda kwisikolo esiphakamileyo. Ukwakha inkolo elandelayo njenge-Apple yeyona njongo iphambili yophawu olungekho mthethweni. Uyazikhumbula ezo ntengiso zakudala ze-iPod apho abantu be-monochrome babenamaxesha amahle obomi babo bedanisa? Le ntengiso ayikuxeleli ukuba ume esihlweleni okanye uye ekhonsathini. Ikuxelela ukuba ube nguwe, udanise nanini na ufuna, kwaye uyenze ngeApple, kwaye ucinga ukuba iApple ayinankolo ilandelayo, cinga ngoku. Ngaba abantu balinde emgceni iiyure xa kukhutshwa i-S7? Hayi, impendulo.
  5. UYESU uhlala ngalo mzuzu- IJester imalunga nokuzonwabisa. Iimpawu zeJester zisenokungaphilisi zigulo, kodwa zenza usuku lwakho lube ngcono. Uburharha, ubunyulu, kwanobubhanxa konke oku kusisixhobo sejester. Injongo yophawu lwejester kukwenza uncume ngolonwabo lweentliziyo ezikhanyayo. Indoda endala yeSpice yenye yeendlela zam zeentengiso zam endizithandayo kunye nomzekelo ogqibeleleyo wearchetype yejester. Abanye abantu basabela kakuhle kuphawu lwendoda eyindoda. Abanye abantu abayenzi. Ngokwenza ihlaya kwezi mveliso zamadoda aphezulu, i-Old Spice iya kubhena kuwo omabini amacala.
  6. UMTHANDI ufuna ukukwenza owabo- Umnqweno, ukonwaba, kunye nokuziphatha ngokwesondo ngamagama aphambili omthandi. Uphawu lomthandi lufuna ukuba ubadibanise namaxesha asondeleyo ebomini bakho. Yintoni oyithengayo enye ebalulekileyo yosuku lokuzalwa kunye nezikhumbuzo? Amathuba kukuba, uthenga kwi-brand ye-lover. Cinga ngeentengiso zeGodiva zeTshokholethi. Ngaba zikwenza ukuba ucinge ngempilo yakho, iimali zakho, okanye ikamva lakho? Hayi. UGodiva uyakukhohlisa. Ibonisa ubutyebi bayo kunye nokuthamba. Ukumema ukuba uthathe inxaxheba kolona lonwabo lukhulu ebomini: itshokholethi.
  7. UMSEBENZI ufuna ukuqhawuka - Inkululeko konke umkhenkethi akukhathaleleyo. Apho ezinye iimveliso zinokuzama ukukunceda wakhe ikhaya, iimveliso zamazwe akhenkethi zifuna ukuphuma ngaphandle. Ngale nto engqondweni, iyavakala into yokuba uninzi lweemveliso zangaphandle zilungele indalo ye-archetype yomhloli. ISubaru luphawu lwakudala lokuhlola. Abazithengisi iimoto zabo ngokusekelwe kubunewunewu okanye kubuntofontofo; bagxininisa kwinkululeko ebonelelwa yiSubaru. Akukho ngxaki. ISubaru ikuvumela ukuba uthathe isigqibo sokuba uyaphi, nokuba imeko ithini na. Ukhululekile.
  8. UMLAWULI ufuna amandla apheleleyo- Ukunethezeka kunye nokukhetha yile nto umlawuli angayo. Uphawu lomlawuli ngumgcini-sango. Ukuba umthengi uthenga kubo, baya kuba ngabakhethekileyo. Ukubonwa njengodidi oluphezulu kunye nexabiso elibalulekileyo kubalulekile kwi-brand brand. Ubucwebe kunye nezithuthi ezikumgangatho ophakamileyo zizinto ezifanelekileyo zendalo kwiarchetype yomlawuli. Ngaba uyayithenga iMercedes Benz ngenxa yomgangatho wayo wovavanyo lokuphahlazeka? Kuthekani ngemayile yayo yegesi? Izihlalo zayo ezishushu? Hayi. Uyayithenga iMercedes-Benz ngoba unako, kwaye uninzi lwabantu alunakho ukuyithenga. Nanini na xa upaka imoto yakho, abantu baya kusiqonda isimo sakho ngaphandle kokuthetha. Ixabiso eliqondwa ngokuthe cwaka yinto ethengiswayo ngumlawuli wohlobo.
  9. UMGCINI ufuna ukukhulisa - Umongi unenceba. Bafuna ukubakhona kunye nabantu obathandayo. Iimpawu zoononophelo konke malunga nokufudumala kunye nokuthembela. Unokuxhomekeka kubo xa kufikwa kubantwana bakho. Akunqabile ukubona uphawu lomkhathaleli luqhuba intengiso ethatha umpu kukhuphiswano lwabo. Zichasene nembambano. Umgca wethegi kaJohnson & Johnson ngu UJohnson & Johnson: Inkampani yeentsapho. Awunakho ukuzibophelela ngakumbi kwiintsapho kunoko. Isibhengezo sikaJohnson & Johnson sihlala sigxile kwindlela iimveliso zabo ezikunceda ngayo ukuba unakekele abantwana bakho. Zenza njani iimveliso zazo iintsapho. Esi sisonka-nebhotolo yomkhathaleli wearchetype.
  10. IQHAWE lifuna ukuzibonakalisa- Iqhawe lenza umhlaba ube ngcono ngokuba ungoyena mntu ubalaseleyo. Uhlobo lweqhawe alukhathalelanga ukukhulisa; banomdla wokukucela umngeni. Ukuba ufuna ukunyuka kulo msitho, uya kudinga uncedo lweqhawe. Umkhosi wase-US ngowona mzekelo ubalaseleyo we-archetype yeqhawe Cinga ngorhwebo lokugaya ozibonileyo ngemikhosi etsiba-phuma kwiihelikopta, ziqhuba izifundo zoqeqesho, kwaye zikhusela ilizwe. Ngaba kukho enye efana nemihla ngemihla? Akunjalongo noko. Ayifanelanga ukuba njalo. Yenzelwe ukukunyanzela phendula umnxeba kunye nokunyuka ukuya kumnyhadala ngokujoyina uphawu lwegorha: Umkhosi wase-US.
  11. UMNTWANA OQHELEKILEYO / IGQIRHA lifuna ukuba lilungu - Akukho glitz okanye ubuhle, imveliso ethembekileyo eyenza umsebenzi wenziwe. Yiloo nto ke ethengiswa ziimpawu zamakhwenkwe / amantombazana rhoqo.I-archetype ijolise ekunikezeleni ngento ekude kangaka ekuzukiseni ukuze inokubhenela wonke umntu. Yeyona archetype inzima ukukhupha kuba kuya kufuneka ube nemveliso ebhengeza kubemi. Wonke umntu usele ikofu. Ayinguye wonke umntu, kodwa yonke into ephambili yabantu ngaphandle kwabantwana. Yiloo nto eyenza iiFolgers zibe lukhulu kuwo wonke umntu / uphawu lwentombazana. I-Folgers ayithengisi kwisihlwele se-hip. Abaqhayisi ngomgangatho wabo ophakamileyo, ikofu yendalo yonke. Bayigcina ilula: "Eyona ndawo yokuvuka ngamaFolger kwindebe yakho." Wonke umntu uyavuka. Wonke umntu usela iiFolgers.
  12. UMDALI unqwenela ukugqibelela- Umdali akakhathazeki malunga neendleko zemveliso okanye zokwenza izinto kwisikali. Bakhathalele ngento enye: ukwakha imveliso egqibeleleyo. Ngelixa umlumbi naye egxininisa umbono kunye nokucinga, abadali bahlukile kuba abawuvuli umlingo wehlabathi kwaye benze okungenakwenzeka. Benza imveliso egqibeleleyo. I-Lego ngumzekelo omhle we-archetype yomdali. Kwenye yeentengiso zabo, uLego waphinda wenza iinkcukacha ezothusayo kwihlabathi. Khange bakhe iisayithi ezintsha, kwaye khange benze itekhnoloji entsha ebeka iisayithi ekhayeni lakho. I-Lego isebenzise iteknoloji elula kakhulu: iibhloko. Bayithathile le nto ilula kwaye bayityhalela kwezona zinto zigqibeleleyo. Yiloo nto yokuba ngumdali konke malunga nayo.

Ke loluphi uphawu lwearchetype yakho?

Ukususela kumava eminyaka, ndinokuxelela ukuba yonke inkampani iza etafileni icinga ukuba ngabo bonke abafana / intombazana, kodwa kuma-99% amatyala, ayisiyiyo. Ukumba into eyenza uphawu lwakho lukhetheke kunye nendlela abathengi bakho abanxibelelana ngayo neemveliso zakho akukho lula, kodwa yeyona nto ibaluleke kakhulu onokuyenza ukuze uqonde ukuba yeyiphi iarchetype ekufuneka uyisebenzisile.

Ingaba ucinga ntoni?

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