As Brands seek to add more sophistication to their selection of ambassadors, the question that is rightly being asked more often … ‘Does this person fit our brand?’
While target market appeal is obviously important, it is our belief that fit is incredibly important if an effective endorsement campaign is to be built. With this in mind Gemba took up the challenge to build an Insight product that helped brands make better informed endorsement decisions.
We were inspired by the brand Archetypes methodology. Carl Jung, the founder of the Archetype theory, defined Archetypes as “universal, archaic patterns and images that derive from the collective unconscious and are the psychic counterpart of instinct”.
Archetypes are prevalent in film and literature, and in more recent times have been adopted and adapted by the marketing industry as a way of developing and managing brands.
Our Insights team thought it would be great if we could align athletes, actors, celebrities and musicians against these archetypes. The results have been fascinating. Some results we could have predicted. Johnny Depp was always going to be an Outlaw – right? Other results surprised us, like good research should. So check out Hugh Jackman’s Asset Power and Archetype. Let us know what you think, we would love to get some feedback. We think the Caregiver and Innocent Archetype feel right for Hugh.