What does your brand stand for?

eswstorylab WHAT DOES YOUR BRAND STAND FOR ! ? Your brand is the lead character of its own story. And like any story character, it has values and beliefs. Knowing how to characterize your brand is another way of defining what your brand stands for. Most brands fall into one or a blend of these 12 character types. THE PURIST. THE PIONEER. Simply and virtuously the Purist is wholesome, exemplary, and highly ethical. He believes in being good and doing good. The Pioneer is an individualist, blazing his own trail in pursuit of freedom, adventure, and new experiences that feed his soul. Whether gearing up to climb Mount Everest or going off in a Jeep Wrangler, the Pioneer looks for brands that allow him to experience life to the fullest. The Pioneer is usually an early adopter of invention. SAYINGS A PURIST MIGHT LIVE BY: • "Look at everything through kindly eyes." • "Nice guys finish first." SAYINGS A PIONEER MIGHT LIVE BY: "Do the right thing, even when no one is looking." • "T'll sleep when I'm dead." • “ The journey is more important than the destination." CHAMPIONS VALUES SUCH AS: • "Because it's there." Harmony, Peace, Optimism, Simplicity, Purity, Innocence, Honesty, Happiness, Faith CHAMPIONS VALUES SUCH AS: Exploration, Freedom, Adventure, Independence, Experimentation, Self-reliance, Ambition, Challenge, Bravery, Confidence DISDAINS: OPPOSITES: • Deception • Discord • Negativity • Prejudice DISDAINS: • Complication • War OPPOSITES: • Evil • Behaving in an Unacceptable Manner • Boundaries • Boredom • Limitations • Complacency • Conformity • Avoidance • Stagnation PEOPLE: Julie Andrews, Mr. Rogers, Michael J. Fox, Princess Diana, PEOPLE: Amelia Earhart, Christopher Columbus, Neil Armstrong, Billy Jean King, Stephen Hawking Audrey Hepburn R FOR BRANDS THAT: R FOR BRANDS THAT: are associated with simplicity, purity, health FBRITA and good simple living foster discovery THEI NORTH FACE ĐisNep BRANDS: BRANDS: Disney, Dove, H2O, Make-A-Wish Dove Foundation, Sesame Street, Brita Water Jeep Groupon, Trader Joe's, The North Face, Purifiers, Whole Foods Discovery Jeep, Discovery Channel THE SOURCE. THE CONQUEROR. The Source is looked upon as the all-knowing provider of knowledge. He devours information in the pursuit of knowledge and expertise. He has a high level of curiosity and is looked to for advice and opinions. The Conqueror is noble and is identified by an ability to meet and overcome adversity. He is steadfast when meeting challenges head on, no matter how difficult. He is relentless, resiliant, and confident in his abilities and feels that anything he earns is well deserved. SAYINGS A SOURCE MIGHT LIVE BY: SAYINGS A CONQUEROR MIGHT LIVE BY: • "We owe it to ourselves to find the truth." • "Knowledge is power." • "Winning is everything." "Winning takes talent, to repeat takes character. CHAMPIONS VALUES SUCH AS: Truth, Knowledge, Expertise, Intelligence, Rigor, Diligence, Objectivity, Commitment, Depth, Education, Discipline, Clarity CHAMPIONS VALUES SUCH AS: Courage, Determination, Endurance, Persistence, Success, Elitism, Strength, Status, Honor DISDAINS: OPPOSITES: DISDAINS: OPPOSITES: • Uncertainty • Deception • Falsehood • Impetuousness • Weakness • Self-Doubt • Irrationality • Naiveté • Ignorance • Treachery • Fearfulness • Selfishness • Cowardice • Defeat • Vulnerability • Pessimism • Bias • Giving Up • Failure • Dishonesty PEOPLE: Oprah Winfrey, Dr. Phil, Albert Einstein PEOPLE: Vince Lombardi, Lance Armstrong, Michael Jordan R FOR BRANDS THAT: FOR BRANDS THAT: are looked upon for trusted advice, HARVARD knowledge, or specialized expertise Faculty Club challenge, inspire, and empower peak performance Pleomberg BRANDS: BRANDS: Harvard, Bloomberg, McKinsey, Forrester, Wall Street Journal The Marines, Nike, Weight Watchers, WALL STREET JURNAL CWeightWarchers Gatorade THE REBEL THE WIZARD. The Rebel is unsatisfied with the status quo and abhors convention. His behavior may be disruptive or even shocking and outrageous to some, but to others he represents someone who will do whatever it takes to protect his self-expression. The Wizard seeks out experiences that transform the ordinary into the extraordinary. He represents the universal message of mystery, thrill, and novelty. The Wizard seeks experiences that make his dreams come true, whether it's the wonder of technology that never quits, magical potions that fight the effects of aging, or a golden passport to all the world has to offer. SAYINGS A REBEL MIGHT LIVE BY: • "Born free." SAYINGS A WIZARD MIGHT LIVE BY: • "Rules are meant to be broken." • "Anything is possible." • "Dreams do come true." • "Take the road less traveled." • "Wonders never cease." e." CHAMPIONS VALUES SUCH AS: Freedom, Nonconformity, Independence, Individuality, Controversy, Rebellion, Daringness, Boldness, Defiance CHAMPIONS VALUES SUCH AS: Magic, Imagination, Joy, Curiosity, Optimism, Fun, Surprise DISDAINS: OPPOSITES: • Powerlessness • Loss of Identity DISDAINS: • Group-think • Dependence • Passiveness • Conformity • Timidity • Cowardice OPPOSITES: • Ordinariness • Failure • Boredom • Same ole same ole • Status Quo • Pessimism • Lifelessness • Negativity • Ineffectiveness PEOPLE: Howard Stern, Dennis Rodman, Quentin Tarantino, Lady Gaga, James Dean PEOPLE: Steven Spielberg, George Lucas, Harry Potter, Billy Mays, The Wizard of Oz, Steve Jobs R FOR BRANDS THAT: rebel against convention, take chances, and pride themselves on their individuality R FOR BRANDS THAT: HARIYA SYLES transform and create miracles PIXAR AA BRANDS: Red Bull CIRQUE DU SOLEL BRANDS: WE Harley Davidson, Red Bull, GoDaddy, Converse, X Games, World Wrestling Entertainment, Inc. (WWE) Pixar, Lotto, Viagra, Cirque du Soleil, Disney World, Apple THE STRAIGHT SHOOTER THE SEDUCER. The Straight Shooter abhors pretension and is The Seducer unsurprisingly desires romance, intimacy, no-nonsense. He will say it like it is and behave in ways he believes are true to himself. He values being real in all that he does and in his relationships with others. He's friendly and informal. He's not one to keep up with the Joneses and marches to the beat of his own voice. and sensual pleasure. He's not afraid to indulge and especially enjoys products and brands that hold strong sex appeal and that promise to boost attractiveness and desirability. SAYINGS A SEDUCER MIGHT LIVE BY: • "Love conquers all." • "All you need is love." * "A little romance goes a long way." SAYINGS A STRAIGHT SHOOTER MIGHT LIVE BY: "I am who I am." "Be true to yourself." "Tell it like it is." CHAMPIONS VALUES SUCH AS: CHAMPIONS VALUES SUCH AS: Love, Sensuality, Affection, Intimacy, Beauty, Passion, Desire, Ecstacy, Connection, Enjoyment, Pleasure Realism, Authenticity, Honesty, Modesty, Frankness DISDAINS: OPPOSITES: DISDAINS: OPPOSITES: • Faking it • Self-Delusion • Solitude • Unattractiveness • Plainness • Pretension • Hate • Superficiality • Arrogance • Brute Force • Deceit • Purity PEOPLE: Andre Agassi, Simon Cowell, Whoopi Goldberg, Charles Barkley PEOPLE: Marilyn Monroe, Hugh Hefner, Bo Derek, Scarlett Johansson FOR BRANDS THAT: FOR BRANDS THAT: are common and everyday-they tell it like it is and promote function over form or style Levi's provide a sense of romance, connection, and VICTORIA'S sensual enjoyment SECRET Miller BRANDS: BRANDS: GODIVA Victoria's Secret, Godiva, DeBeers, JIMBEAM Levi's, Miller Beer, Southwest Airlines, Wrangler Jeans, Jim Beam COURVOISIER Courvoisier, Axe, 1-800-FLOWERS.COM THE ENTERTAINER THE PROTECTOR The Protector values compassion and generosity. He puts others first, providing tender loving care, support, The Entertainer is your typical clown or prankster- a fun-loving free spirit who wants only to live in the moment and have a good time doing it. He has a unique ability to capture and transfix an audience's attention. He enjoys brands that employ humor and promise fun times. and reassurance. SAYINGS A PROTECTOR MIGHT LIVE BY: • "Love thy neighbor." • "Take care of yourself." • "Lead by compassion." SAYINGS AN ENTERTAINER MIGHT LIVE BY: • "Laughter is the best medicine." • "The most wasted of all days is one without laughter." • "A man isn't poor if he can still laugh." CHAMPIONS VALUES SUCH AS: CHAMPIONS VALUES SUCH AS: Humor, Spontaneity, Charm, Youthfulness, Laughter, Gregariousness, Levity, Happiness, Fun Compassion, Motherly Advice, Hospitality, Protection, Comfort, Empathy, Generosity, Thoughtfulness, Sincerity, Sharing, Warmth, Wisdom DISDAINS: OPPOSITES: DISDAINS: OPPOSITES: • Cruelty • Hatred • Bitterness • Harshness • Carelessness • Selfishness • Seriousness • Gravity • Tragedy • Depression • Boredom • Humorlessness • Stoicism • Puritanism • Sadness PEOPLE: Jerry Lewis, Robin Williams, Steve Martin, Jerry Seinfeld, Jim Carrey PEOPLE: Florence Henderson, Mother Teresa, Andy Griffith, Florence Nightingale R FOR BRANDS THAT: FOR BRANDS THAT: are caring and nurturing, providing comfort and peace of mind when customers especially need it help customers enjoy themselves through fun BUD LIGHT and humor Gerber mm BRANDS: Campbells BRANDS: Bazooka Bubble Gum, Dr. Pepper, Jack in Gerber, Cracker Barrel, Campbell's Soup, the Box, Looney Tunes, Doritos, M&M's, Comedy Central, Snickers, Bud Light Allstate. Allstate, Johnson & Johnson, Kraft COMEDY CENTRAL THE IMAGINEER. THE EMPEROR. The Emperor is the boss, the chief, king of the castle, the capo di tutti capi. He exudes power and exerts leadership and dominance over others. He prefers products that offer an opportunity to stand above the crowd, whether in price, quality, service or performance. The Imagineer is an artist, an innovator, and a dreamer. He summons artistry and imagination to express himself and his vision of the world. SAYINGS AN IMAGINEER MIGHT LIVE BY: SAYINGS AN EMPEROR MIGHT LIVE BY: "Imagination is possibility." • "What you believe can be conceived." • "Life is but a dream." • "It's good to be king." • "Rise above the crowd." "Being number one is its own reward." CHAMPIONS VALUES SUCH AS: CHAMPIONS VALUES SUCH AS: Creativity, Passion, Ingenuity, Vision, Creation, Innovation, Originality, Uniqueness, Artistry, Independent Thinking Leadership, Strength, Determination, Influence, Respect, Dominance, Prosperity, Confidence, Control, Wealth DISDAINS: OPPOSITES: DISDAINS: OPPOSITES: • Losing • Chaos • Constraint • Traditionalist • Fundamentalist • Follower • Submissiveness • Powerlessness • Order • Being Poor • Lowliness • Shoddiness • Structure • Inconsequence • Boredom • Literalist • Subservience • Sameness • The Expected • Following • Laziness • Limitations • Weakness • Directives PEOPLE: Bill Gates, Donald Trump, Michael Bloomberg, Warren Buffet, Mark Zuckerberg, Margaret Thatcher, Hillary Clinton PEOPLE: John Lennon, Pablo Picasso, Michael Jackson, George Orwell FOR BRANDS THAT: denote power and help build customers' FOR BRANDS THAT: CHANEL leadership and superiority enable their customers to create LEGO BRANDS: BRANDS: AMERICAN EXPRESS Porsche, The Peninsula, American Express, Cartier, Chanel, Johnnie Walker Blue, Crayela Lego, YouTube, iPad, Crayola, Nikon, Nikon PaperSource, Photoshop, 3M The Robb Report, Rolex, Tiffany, The Four ROLEX Seasons, Cadillac eswstorylab WHAT DOES YOUR BRAND STAND FOR ! ? Your brand is the lead character of its own story. And like any story character, it has values and beliefs. Knowing how to characterize your brand is another way of defining what your brand stands for. Most brands fall into one or a blend of these 12 character types. THE PURIST. THE PIONEER. Simply and virtuously the Purist is wholesome, exemplary, and highly ethical. He believes in being good and doing good. The Pioneer is an individualist, blazing his own trail in pursuit of freedom, adventure, and new experiences that feed his soul. Whether gearing up to climb Mount Everest or going off in a Jeep Wrangler, the Pioneer looks for brands that allow him to experience life to the fullest. The Pioneer is usually an early adopter of invention. SAYINGS A PURIST MIGHT LIVE BY: • "Look at everything through kindly eyes." • "Nice guys finish first." SAYINGS A PIONEER MIGHT LIVE BY: "Do the right thing, even when no one is looking." • "T'll sleep when I'm dead." • “ The journey is more important than the destination." CHAMPIONS VALUES SUCH AS: • "Because it's there." Harmony, Peace, Optimism, Simplicity, Purity, Innocence, Honesty, Happiness, Faith CHAMPIONS VALUES SUCH AS: Exploration, Freedom, Adventure, Independence, Experimentation, Self-reliance, Ambition, Challenge, Bravery, Confidence DISDAINS: OPPOSITES: • Deception • Discord • Negativity • Prejudice DISDAINS: • Complication • War OPPOSITES: • Evil • Behaving in an Unacceptable Manner • Boundaries • Boredom • Limitations • Complacency • Conformity • Avoidance • Stagnation PEOPLE: Julie Andrews, Mr. Rogers, Michael J. Fox, Princess Diana, PEOPLE: Amelia Earhart, Christopher Columbus, Neil Armstrong, Billy Jean King, Stephen Hawking Audrey Hepburn R FOR BRANDS THAT: R FOR BRANDS THAT: are associated with simplicity, purity, health FBRITA and good simple living foster discovery THEI NORTH FACE ĐisNep BRANDS: BRANDS: Disney, Dove, H2O, Make-A-Wish Dove Foundation, Sesame Street, Brita Water Jeep Groupon, Trader Joe's, The North Face, Purifiers, Whole Foods Discovery Jeep, Discovery Channel THE SOURCE. THE CONQUEROR. The Source is looked upon as the all-knowing provider of knowledge. He devours information in the pursuit of knowledge and expertise. He has a high level of curiosity and is looked to for advice and opinions. The Conqueror is noble and is identified by an ability to meet and overcome adversity. He is steadfast when meeting challenges head on, no matter how difficult. He is relentless, resiliant, and confident in his abilities and feels that anything he earns is well deserved. SAYINGS A SOURCE MIGHT LIVE BY: SAYINGS A CONQUEROR MIGHT LIVE BY: • "We owe it to ourselves to find the truth." • "Knowledge is power." • "Winning is everything." "Winning takes talent, to repeat takes character. CHAMPIONS VALUES SUCH AS: Truth, Knowledge, Expertise, Intelligence, Rigor, Diligence, Objectivity, Commitment, Depth, Education, Discipline, Clarity CHAMPIONS VALUES SUCH AS: Courage, Determination, Endurance, Persistence, Success, Elitism, Strength, Status, Honor DISDAINS: OPPOSITES: DISDAINS: OPPOSITES: • Uncertainty • Deception • Falsehood • Impetuousness • Weakness • Self-Doubt • Irrationality • Naiveté • Ignorance • Treachery • Fearfulness • Selfishness • Cowardice • Defeat • Vulnerability • Pessimism • Bias • Giving Up • Failure • Dishonesty PEOPLE: Oprah Winfrey, Dr. Phil, Albert Einstein PEOPLE: Vince Lombardi, Lance Armstrong, Michael Jordan R FOR BRANDS THAT: FOR BRANDS THAT: are looked upon for trusted advice, HARVARD knowledge, or specialized expertise Faculty Club challenge, inspire, and empower peak performance Pleomberg BRANDS: BRANDS: Harvard, Bloomberg, McKinsey, Forrester, Wall Street Journal The Marines, Nike, Weight Watchers, WALL STREET JURNAL CWeightWarchers Gatorade THE REBEL THE WIZARD. The Rebel is unsatisfied with the status quo and abhors convention. His behavior may be disruptive or even shocking and outrageous to some, but to others he represents someone who will do whatever it takes to protect his self-expression. The Wizard seeks out experiences that transform the ordinary into the extraordinary. He represents the universal message of mystery, thrill, and novelty. The Wizard seeks experiences that make his dreams come true, whether it's the wonder of technology that never quits, magical potions that fight the effects of aging, or a golden passport to all the world has to offer. SAYINGS A REBEL MIGHT LIVE BY: • "Born free." SAYINGS A WIZARD MIGHT LIVE BY: • "Rules are meant to be broken." • "Anything is possible." • "Dreams do come true." • "Take the road less traveled." • "Wonders never cease." e." CHAMPIONS VALUES SUCH AS: Freedom, Nonconformity, Independence, Individuality, Controversy, Rebellion, Daringness, Boldness, Defiance CHAMPIONS VALUES SUCH AS: Magic, Imagination, Joy, Curiosity, Optimism, Fun, Surprise DISDAINS: OPPOSITES: • Powerlessness • Loss of Identity DISDAINS: • Group-think • Dependence • Passiveness • Conformity • Timidity • Cowardice OPPOSITES: • Ordinariness • Failure • Boredom • Same ole same ole • Status Quo • Pessimism • Lifelessness • Negativity • Ineffectiveness PEOPLE: Howard Stern, Dennis Rodman, Quentin Tarantino, Lady Gaga, James Dean PEOPLE: Steven Spielberg, George Lucas, Harry Potter, Billy Mays, The Wizard of Oz, Steve Jobs R FOR BRANDS THAT: rebel against convention, take chances, and pride themselves on their individuality R FOR BRANDS THAT: HARIYA SYLES transform and create miracles PIXAR AA BRANDS: Red Bull CIRQUE DU SOLEL BRANDS: WE Harley Davidson, Red Bull, GoDaddy, Converse, X Games, World Wrestling Entertainment, Inc. (WWE) Pixar, Lotto, Viagra, Cirque du Soleil, Disney World, Apple THE STRAIGHT SHOOTER THE SEDUCER. The Straight Shooter abhors pretension and is The Seducer unsurprisingly desires romance, intimacy, no-nonsense. He will say it like it is and behave in ways he believes are true to himself. He values being real in all that he does and in his relationships with others. He's friendly and informal. He's not one to keep up with the Joneses and marches to the beat of his own voice. and sensual pleasure. He's not afraid to indulge and especially enjoys products and brands that hold strong sex appeal and that promise to boost attractiveness and desirability. SAYINGS A SEDUCER MIGHT LIVE BY: • "Love conquers all." • "All you need is love." * "A little romance goes a long way." SAYINGS A STRAIGHT SHOOTER MIGHT LIVE BY: "I am who I am." "Be true to yourself." "Tell it like it is." CHAMPIONS VALUES SUCH AS: CHAMPIONS VALUES SUCH AS: Love, Sensuality, Affection, Intimacy, Beauty, Passion, Desire, Ecstacy, Connection, Enjoyment, Pleasure Realism, Authenticity, Honesty, Modesty, Frankness DISDAINS: OPPOSITES: DISDAINS: OPPOSITES: • Faking it • Self-Delusion • Solitude • Unattractiveness • Plainness • Pretension • Hate • Superficiality • Arrogance • Brute Force • Deceit • Purity PEOPLE: Andre Agassi, Simon Cowell, Whoopi Goldberg, Charles Barkley PEOPLE: Marilyn Monroe, Hugh Hefner, Bo Derek, Scarlett Johansson FOR BRANDS THAT: FOR BRANDS THAT: are common and everyday-they tell it like it is and promote function over form or style Levi's provide a sense of romance, connection, and VICTORIA'S sensual enjoyment SECRET Miller BRANDS: BRANDS: GODIVA Victoria's Secret, Godiva, DeBeers, JIMBEAM Levi's, Miller Beer, Southwest Airlines, Wrangler Jeans, Jim Beam COURVOISIER Courvoisier, Axe, 1-800-FLOWERS.COM THE ENTERTAINER THE PROTECTOR The Protector values compassion and generosity. He puts others first, providing tender loving care, support, The Entertainer is your typical clown or prankster- a fun-loving free spirit who wants only to live in the moment and have a good time doing it. He has a unique ability to capture and transfix an audience's attention. He enjoys brands that employ humor and promise fun times. and reassurance. SAYINGS A PROTECTOR MIGHT LIVE BY: • "Love thy neighbor." • "Take care of yourself." • "Lead by compassion." SAYINGS AN ENTERTAINER MIGHT LIVE BY: • "Laughter is the best medicine." • "The most wasted of all days is one without laughter." • "A man isn't poor if he can still laugh." CHAMPIONS VALUES SUCH AS: CHAMPIONS VALUES SUCH AS: Humor, Spontaneity, Charm, Youthfulness, Laughter, Gregariousness, Levity, Happiness, Fun Compassion, Motherly Advice, Hospitality, Protection, Comfort, Empathy, Generosity, Thoughtfulness, Sincerity, Sharing, Warmth, Wisdom DISDAINS: OPPOSITES: DISDAINS: OPPOSITES: • Cruelty • Hatred • Bitterness • Harshness • Carelessness • Selfishness • Seriousness • Gravity • Tragedy • Depression • Boredom • Humorlessness • Stoicism • Puritanism • Sadness PEOPLE: Jerry Lewis, Robin Williams, Steve Martin, Jerry Seinfeld, Jim Carrey PEOPLE: Florence Henderson, Mother Teresa, Andy Griffith, Florence Nightingale R FOR BRANDS THAT: FOR BRANDS THAT: are caring and nurturing, providing comfort and peace of mind when customers especially need it help customers enjoy themselves through fun BUD LIGHT and humor Gerber mm BRANDS: Campbells BRANDS: Bazooka Bubble Gum, Dr. Pepper, Jack in Gerber, Cracker Barrel, Campbell's Soup, the Box, Looney Tunes, Doritos, M&M's, Comedy Central, Snickers, Bud Light Allstate. Allstate, Johnson & Johnson, Kraft COMEDY CENTRAL THE IMAGINEER. THE EMPEROR. The Emperor is the boss, the chief, king of the castle, the capo di tutti capi. He exudes power and exerts leadership and dominance over others. He prefers products that offer an opportunity to stand above the crowd, whether in price, quality, service or performance. The Imagineer is an artist, an innovator, and a dreamer. He summons artistry and imagination to express himself and his vision of the world. SAYINGS AN IMAGINEER MIGHT LIVE BY: SAYINGS AN EMPEROR MIGHT LIVE BY: "Imagination is possibility." • "What you believe can be conceived." • "Life is but a dream." • "It's good to be king." • "Rise above the crowd." "Being number one is its own reward." CHAMPIONS VALUES SUCH AS: CHAMPIONS VALUES SUCH AS: Creativity, Passion, Ingenuity, Vision, Creation, Innovation, Originality, Uniqueness, Artistry, Independent Thinking Leadership, Strength, Determination, Influence, Respect, Dominance, Prosperity, Confidence, Control, Wealth DISDAINS: OPPOSITES: DISDAINS: OPPOSITES: • Losing • Chaos • Constraint • Traditionalist • Fundamentalist • Follower • Submissiveness • Powerlessness • Order • Being Poor • Lowliness • Shoddiness • Structure • Inconsequence • Boredom • Literalist • Subservience • Sameness • The Expected • Following • Laziness • Limitations • Weakness • Directives PEOPLE: Bill Gates, Donald Trump, Michael Bloomberg, Warren Buffet, Mark Zuckerberg, Margaret Thatcher, Hillary Clinton PEOPLE: John Lennon, Pablo Picasso, Michael Jackson, George Orwell FOR BRANDS THAT: denote power and help build customers' FOR BRANDS THAT: CHANEL leadership and superiority enable their customers to create LEGO BRANDS: BRANDS: AMERICAN EXPRESS Porsche, The Peninsula, American Express, Cartier, Chanel, Johnnie Walker Blue, Crayela Lego, YouTube, iPad, Crayola, Nikon, Nikon PaperSource, Photoshop, 3M The Robb Report, Rolex, Tiffany, The Four ROLEX Seasons, Cadillac