Wow - what another great day and awesome crowd in Charleston. Thank you to everyone who came out. Jeff, Skip, and I kept saying how much everyone’s interaction added to the overall experience. You learned more because of it, and frankly, so did we.
As promised, here is a link to the emotional archetypes slides Jeff had in his Sticky Stories presentation yesterday: Emotional Archetypes. The second slide was not included in the Huntington presentation, so you folks (thanks for all your suggestions, M.E.!) will want to check this out, too.
Jeff, in one of his common strokes of genius (dang your brilliance, Jeff James!) added in logos to show you examples of where well known brands fit in along the emotional archetype spectrum: Outlaw (Harley Davidson), Explorer (Land Rover), Regular Guy / Gal (Miller Lite), and so on.
So now we ask you - what archetype do other companies represent?
A great resource related to this whole discussion of Brand Archetypes is Brand Tags. This is a nifty Web application that enables you to test your perceptions of any brand. You are prompted to enter a one-word descriptor for each brand. Then you see a word cloud that depicts the frequency of responses for each adjective.
http://marketinggenius.blogspot.com/2008/05/brand-tags-you-must-check-this-out.html
Give it a try!