The last principle of Transmedia storytelling is Archetypes. Archetypes are familiar story characters that your consumer can recognize and understand. Archetypes have the ability to bring brand loyalty because they easily project story characters that most people can relate and connect to.
The human brain is wired for stories; and creating an enduring story will help create a brand that endures as well. Archetypes can be split into three types, with multiple characters represented under each. The types are divided as ego types, soul types, and self-type.
For example, one can take a look at the age old faerie tales and find a common set of archetype characters: There once was a hero who was known through the land. He was a champion for the innocent. One day he discovered a Villain. This villain had an evil plan and captured the innocent princess. The hero goes out and battled the villain and wins, freeing the princess and saving the world.
In that short example we had at least three archetypes; the hero, the villain, and the innocent princess. Each of these characters represents easily identifiable elements that people can make a connection with. For example the hero represents a character on a journey, with relatively good traits and desires and hopes. The villain represents everything evil and wrong. Both of these characters are archetypes that are opposites and set up for a grand conflict. There are of course exceptions to the rule; some villains become redeemed, and some heroes fall from their pedestal, but in the end the rule remains the same; archetypes are quickly recognizable and help people make quick connections.
In conclusion to this video series on Transmedia storytelling; the impact on marketing that the four principles have cannot be underestimated. Using Authenticity, Sensory, Relevancy and Archetypes in the story of your branding will set you on the hero’s journey to a successful business endeavor.
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