There is no successful business without competent marketing. However, by literacy here we do not mean scientific degrees and solid diplomas,
and the knowledge used in practice. Especially in the field of psychology.
Internet marketer must understand some areas of this science, in particular:
It has been used successfully in branding for decades. Firms that use universal images that refer to archetypes
to create their brands are more competitive.
To explore this fascinating topic, read “The Hero and the Rebel,” written by a follower of Carl Jung and co-authored with the former
vice president of Young & Rubicam, an international advertising agency!
This book suggests that all people can be categorized into just 12 archetypes. They differ from each other in their disposition/values/ aspirations.
At the moment, many well-known companies focus on well-defined customer archetypes when developing advertising strategies.
For example, Nike regularly cultivates the image of the Hero in its advertising.
It may seem that all this “nonsense” is reserved for corporations with multibillion-dollar budgets, but this is not the case.
We regularly use archetype orientation on the level of advertising for small and medium-sized businesses.
In particular, when choosing a background image for the site.
This allows us to hint to a potential client, “like-minded, you’ve come to the right place.
Note that potential clients of many companies can be referred to mixed archetypes.
For example, National Geografic refers to two archetypes: the Sage and the Seeker.
The main thing is to carry out the archetyping correctly from the very beginning.
This is a very interesting method, which touches upon such disciplines as phonetics (according to the plan of expression),
semantics (according to the plan of content) and lexicology (according to the combination of these plans) in addition to psychology.
It is used in naming (coming up with names for companies), the selection of domain names.
The bottom line is that certain combinations of sounds evoke in us quite specific associations, regardless of the meaning of words.
Let us think, for example, the names of two characters for an advertising clip –
Grakomezdra and Villania. Which of these fictional characters would you make a benefactor and which one a villain? You see!
Let’s take apart some of the well-known brands with a phonosemantic analysis. For example, a line of baby food “Agusha”.