The maxroy brand archetype – how did we do it?

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You may be thinking now that there are few brands as distinctive as Coca-Cola, Harley Davidson or Red Bull. And that you have the same chance of becoming similarly unique as you have of flying to Mars for a vacation. Don't worry, I understand that perfectly. Not all brands can be so completely unambiguous, so textbook representations of one specific archetype.

We at maxroy had a problem with this too. Maybe not a problem – a challenge. Our brand does not typically fit into one of the archetypes – in the initial stages of work on this element of the marketing strategy, we found ourselves in even 6 (!) different archetypes. This was the case a few years ago, when we approached the task for the first time. We indicated the Sage, bc database taiwan the Creator, the Companion, the Wizard, the Hero and the Guardian. Ok, you can combine the features of two archetypes, but not six.

That's why we knew that we had a series of consultations and brainstorming sessions ahead of us, which would allow us to delve deeper into the subject and discover the identity of the agency. We had to choose whether we were closer to individualism or building a community, whether we operated in an orderly manner or within the framework of creative chaos. It turned out that we were closer to individualism, that we were creative and shared our creative processes, but we were far from poetic in our communication - we focused on what was specific, educated our recipients and tried to make them understand what the work we were doing for them was all about. The winner was the Sage (70%) with a touch of the Creator (30%). We also established dominants for both archetypes, i.e. what of each of them was appropriate for our brand. It looked like this: