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Nine Design Strategies to Inspire Sustainable Profits | Part Eight

February 8, 2019

Nine Design Strategies to Inspire Sustainable Profits | Part Eight

#4 DISTILL AND EXPRESS UNDERLYING BRAND ARCHETYPES

 A new dedication to change is leading today’s executives to search for new, applicable business models that promote “triple bottom line” thinking. At the same time, many corporate sustainability targets are still focused on cost and waste reduction, creating unprecedented opportunity through innovative design and sophisticated communication.

Scientists estimate that the average person has up to 70,000 thoughts each day, in response to at least as many environmental stimuli. Clear your mind. Think of yesterday… Now, what percentage of your 70,000 thoughts can you now easily recall? How many from the day before? And the day before that? You get the picture: not that many! As humans, we are each endlessly drifting in a sea thoughts and sensory data, some of it chaotic, most of it quickly forgotten. Given all this complexity, it’s amazing that anyone can ever remember anything at all. But we do. Each of us carries a treasure trove of sacred memories and images within our brains, potent visual and emotional cues that stick with us and unconsciously work to fashion our very sense of self. The take-home question is “Why?” Why do some thoughts and images stick with us and become sacred, while others just waft through our mind like so many wind-blown grains of sand?

The answer lies in the hidden power of archetypes. Psychologist Carl Gustav Jung made his name outlining the core mental structures that animate the human psyche, which he affectionately termed “archetypes.” Jung conceived of archetypes as a core set of universal images and ideas that have shaped mankind’s psychology from the very origins of the human experience. We will not attempt to cover all of these primal images here, but rather will offer one bit of powerful marketing advice: distill the core archetypes that underlie your brand and design them into all of your marketing/packaging materials. By doing so you will energize your brand to leave indelible imprints on the minds of those who encounter your products, and successfully engage them to remember your brand from among the 70,000 other factors competing for their attention on any given day. This claim may seem outrageous, but the evidence is all around us.

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