Every day, we get bombarded with over 5,000 ads or brand messages vying to capture our attention.
Most of them get deflected by our unconscious minds and hold little relevance or appeal to our daily lives. But at the same time, a select few of these messages get through to us, and we may even feel a sense of personal identity with them.
Sure, these brands might sell products that we like – but it’s also the storytelling behind the brand’s messaging that can resonate with our individual lives.
How do brands craft symbolism and messaging that have consistent appeal?
There are many strategies and techniques used by marketers to accomplish this, but one interesting way to view it is through the lens of archetypes. Brands can anchor their communications to enduring personas or profiles that feed into the human experience, and this allows consumers to identify narratives and symbolism quickly and effectively.
Archetypes are the heartbeat of a brand because they convey a meaning that makes customers relate to a product as if it actually were alive in some way, they have a relationship with it and care about it.
– The Hero and the Outlaw: Building Extraordinary Brands Through the Power of Archetypes
The following 12 archetypes were defined by Swiss psychiatrist Carl Jung and are commonly cited in the fields of marketing, psychology, anthropology, and other social sciences. The graphic comes from a guide put together by Iconic Fox:
Each brand archetype slots in with the common narratives we see and experience regularly in our culture.
Which do you think Harley Davidson matches the best? What about a brand like Apple?
Brand Archetype Examples
Here are two example archetypes – also from Iconic Fox – that will help better demonstrate the concept. It’s worth looking closely at the brand voice, strategies, and values exemplified by each archetype, and thinking about how they connect to human storytelling and the types of characters we are familiar with throughout history.
We’ll start with “The Outlaw”…
About “The Outlaw”
James Dean. William Wallace. Hermoine Granger. Jack Sparrow.
These are all people or characters that see rules as things that are meant to be broken, especially in the name of liberation. The Outlaw appeals to people and stories driven by independence, righteousness, change, and even revenge – and when used as a brand archetype, The Outlaw conveys a message that one can do better than the status quo.
Harley Davidson is a fantastic example of a brand that fits with this archetype.
Next up is “The Creator”…
About “The Creator”
Tony Stark. Carrie Bradshaw. John Hammond. Nüwa.
These are all people or characters that see the value of creation of new things. The Creator appeals to those that value self-expression, vision, imagination, and inspiration.
Apple is the iconic brand associated with this archetype, but Lego, Adobe, and Etsy could be considered good fits as well.
More Brand Archetypes
In a world with no shortage of media stimuli, brand archetypes enable marketers to pin down specific imagery and ideas that they know can make a direct impact with their audience. Archetypes are enduring, tried-and-true representations of the stories we have told ourselves for centuries, and that some would even say are entrenched in human nature.
For more on archetypes in marketing, including expanded definitions on the other 10 that we did not cover in depth here, we recommend reading the graphical guide put together by Iconic Fox.
The World’s 100 Most Valuable Brands in 2019
Technology brands account for 20 of the world’s 100 most valuable brands in 2019, combining for a whopping 43% of total brand value.
The World’s 100 Most Valuable Brands in 2019
Brand equity can be a challenging thing to build.
Even with access to deep pockets and an innovative product, it can take decades of grit to scrape your way into the mainstream consciousness of consumers.
On the path to becoming established as a globally significant brand, companies must fight through fierce competition, publicity scandals, changing regulations, and rapidly-evolving consumer tastes – all to take a bite from the same piece of pie.
Cream of the Crop
Today’s visualization comes to us from HowMuch.net, and it showcases the 100 most valuable brands in the world, according to Forbes.
Here are the powerful brands that sit at the very top of the list:
|Rank||Brand||Brand Value ($B)||1-Yr Value Change||Industry|
It should be noted that the list is ordered by brand value, a measure that tries to calculate each brand’s ultimate contribution in financial terms to the parent company. You can see that full methodology here.
Finally, it’s also worth mentioning that brands with only a token representation in the United States have been excluded from the rankings. This means companies like Alibaba or Vodafone are not represented in this particular visualization.
Tech Rules Again in 2019
For another straight year, technology dominates the list of the 100 most valuable brands in 2019 – this time, with six of the top seven entries.
Most of these brands saw double-digit growth in value from the previous year, including Apple (12%), Google (27%), Amazon (37%), Microsoft (20%), and Samsung (11%). The one notable exception here is Facebook, which experienced a 6% drop in value attributed to various struggles around the company’s reputation.
Here’s a look at how industries break down more generally on the list:
|Industry||# of Brands||Brand Value ($B)|
As you can see, technology brands make up 20% of the list in terms of the number of entries – and a whopping 43% of the list’s cumulative valuation.
In total, technologies brands combined for $957.6 billion in value. Even when including Facebook’s recent drop, this is an impressive 9.7% increase on last year’s numbers.
Will the double-digit increases for the world’s largest tech giants continue into 2020, or are brands such as Amazon and Google going to start seeing the same type of pushback that Facebook has grappled with among consumers and regulators?
This Giant List of 100+ Marketing Stats Reveals What Actually Works
This massive infographic uses 100+ marketing stats to highlight the tactics that are working in modern-day digital universe.
In just the last decade, the marketing world has been dramatically transformed.
Spending on digital media surpassed television ads in 2017, and now global digital spend is anticipated to top $333 billion this year.
As a result, today’s entrepreneurs and small businesses are starting to think about marketing in almost exclusively digital terms – and to have a successful online strategy, it’s important to see the data on what tactics are actually working.
Visualizing 100+ Marketing Stats
Today’s infographic comes to us from Serpwatch and it highlights seven of the most important digital marketing trends to keep an eye on this year.
Along the way, it highlights over 100 useful marketing stats that help to reveal the strategies and tactics that maximize ROI in the online arena.
It’s well known that digital media tactics – such as using social media, SEO, search, email, and content marketing – all offer unprecedented levels of analytics, customization, and segmentation for the modern marketer.
However, with so much to think about when using these techniques online and at scale, they can also be quite overwhelming.
Luckily, the above list provides some marketing stats that stand out in potentially helping businesses make the most out of their digital campaigns.
Stats That Stand Out
Here are some of the marketing stats from the above list that we thought stood out the most, for each category:
The top five search results for a keyword on Google get 70% of the clicks.
- Social media:
80% of B2B leads come in through LinkedIn vs. 13% on Twitter and 7% on Facebook.
- Video marketing:
Video will represent 82% of all internet traffic by 2021.
- Cold email marketing:
Emails sent between 10-11am have the highest open rates. Tuesday is the best day to send cold emails.
- Paid advertising:
The mobile ad blocking rate has increased 90% year-over-year.
- Lead generation:
61% of marketers say generating traffic and leads is their top challenge.
- Content marketing:
47% of buyers viewed 3-5 pieces of content before engaging with a sales rep.
Although the digital marketing space is vast, the useful statistics above may help create some clarity for marketers trying to get the most out of their efforts in 2019 and beyond.
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