Ama-Archetypes Womkhiqizo ayi-12: Ungubani?

Brand

Sonke sifuna ukulandela okuthembekile. Sihlala silifuna lelo hlelo lokumaketha lomlingo elizosixhumanisa nezethameli zethu futhi lenze umkhiqizo wethu ube yingxenye engenakuphikiswa yempilo yabo. Esingakwazi kaningi ukuthi ukuxhumana kubudlelwano. Uma ungacaci ukuthi ungubani, akekho ozoba nentshisekelo kuwe. Kubalulekile ukuthi uqonde ukuthi ngubani umkhiqizo wakho, nokuthi kufanele ngabe uqala kanjani ubudlelwane namakhasimende akho.

Kunemininingwane eyisisekelo engu-12 — noma archetypes—Umkhiqizo ungacabanga. Ngezansi, ngiphule konke okungu-12 ukukusiza uqonde ukuthi ukuphi:

  1. Umlingo wenza amaphupho afezeke - I-Magician archetype imayelana nombono. Izinhlobo zemilingo azikwakheli isixubho esingcono noma zikusize ugcine indlu yakho ihlanzekile; ziletha amaphupho akho amakhulu kakhulu ekuphileni. Lokho abakunikezayo kuyinto enhle akekho omunye umuntu ongayizuza. Umlumbi uhambisana kakhulu nezisekelo zomhlaba ukuze bakwazi ukudala okungenakwenzeka. UDisney umlumbi ophelele. IDisney iyinkampani yezindaba ngokuyisisekelo, kepha ayifani nenye. Banikeza ngesipiliyoni soguquko. Basesigabeni sabo ngenxa yobukhulu bombono wabo. Cabanga ngomunye umkhiqizo ongakha i- Umbuso Womlingo noma I-Disney World.
  2. I-SAGE ihlala ifuna iqiniso - Kwabahlakaniphileyo, ukuhlakanipha kuyisihluthulelo sempumelelo. Yonke enye into ingemuva kokuphishekela ulwazi. Umkhiqizo we-sage kungenzeka ungazizwa ufudumele futhi unobuqili. Abakufaki ezweni elimnandi njengeDisney. Esikhundleni salokho, isazi siyala inhlonipho yakho ngokubonisa ubuhlakani babo. IHarvard University iyisihlakaniphi. Ingelinye lamanyuvesi ahlonishwa kakhulu emhlabeni. Ukuqhayisa uhlu lwama-alumni olufaka omongameli abayisishiyagalombili base-US, abathola izindondo ezingama-21 kuNobel, noMark Zuckerberg (uhlobo), uphawu lukaHarvard lumayelana nokuba ngongqondongqondo.
  3. I-INNOCENT ifuna ukujabula nje - Abamsulwa bangabapharadesi. Wonke umuntu ukhululekile, unobuhle, futhi ujabule ezweni elingenacala. Umkhiqizo omsulwa awusoze wakuthola unecala ngesikhangiso noma weqe phezulu ukukukholisa. Esikhundleni salokho, umkhiqizo ongenacala uzokuheha ngento enamandla kakhulu: I-Nostalgia. U-Orville Redenbacher yi-archetype engenacala engenacala. Bakuthengisela okokuphatha okobuntwana, ama-popcorn, futhi i-mascot yabo ingumkhulu ongayekile ukuzijabulisa ngoba ama-bowties ayeyinto engajwayelekile.
  4. I-OUTLAW ifuna inguquko - UMqaliwomthetho akesabi. Ama-Outlaw brand alawula impilo yawo ngaphandle kokubheka isimo esikhona. Lapho i-archetype engenacala ithinta ingxenye yakho ebithande isikhathi sokudla enkulisa, i-archetype engekho emthethweni incenga ingxenye yenu enquma amakilasi esikoleni esiphakeme. Ukwakha inkolo elandelayo efana ne-Apple kuyinjongo enkulu yomkhiqizo ongekho emthethweni. Uyazikhumbula lezo zikhangiso zakudala ze-iPod lapho abantu be-monochrome babe nezikhathi ezimnandi kakhulu zezimpilo zabo bedansa? Leso sikhangiso asikutsheli ukuthi ume esixukwini noma uye ekhonsathini. Ikutshela ukuthi ube nguwe, udanse noma kunini lapho uthanda khona, futhi ukwenze nge-Apple, uma ucabanga ukuthi i-Apple ayinayo inkolo elandelayo, cabanga ngalokhu. Ngabe abantu balinde ulayini amahora lapho kukhishwa i-Galaxy S7? Cha, impendulo.
  5. UJESU uyaphila ngomzuzwana - I-Jester imayelana nokuzijabulisa. AmaJester brand kungenzeka ukuthi awelaphi izifo, kepha enza usuku lwakho lube ngcono. Ihlaya, ubuhlanya, ngisho umbhedo konke kusethuluzi lamathuluzi le-jester. Umgomo womkhiqizo wejester ukukwenza umomotheka ngobumnandi obunenhliziyo elula. I-Old Spice Man ingenye yemikhankaso yami yesikhangiso esiyintandokazi yesikhathi sonke kanye nesibonelo esihle se-jester archetype. Abanye abantu basabela kahle ekukwenzeni uphawu lomkhiqizo wesilisa. Abanye abafana abakwenzi. Ngokwenza ihlaya ngale mikhiqizo yamadoda amakhulu, i-Old Spice ifaka isikhalazo kuzo zombili izinhlangothi.
  6. UTHANDO ufuna ukukwenza owabo - Intshisekelo, injabulo, kanye nenkanuko ngamagama asemqoka omthandi. Umkhiqizo wesithandwa ufuna uzihlobanise nezikhathi eziseduze empilweni yakho. Yini oyithengayo ukugubha? Yini oyithengayo okunye kwakho okubalulekile ngezinsuku zokuzalwa nezikhumbuzo? Amathuba ukuthi uthenga kumkhiqizo wesithandwa. Cabanga ngezikhangiso zikaGodiva Chocolate. Ingabe zikwenza ucabange ngempilo yakho, izimali zakho, noma ikusasa lakho? Cha uGodiva uyakhohlisa. Kukhombisa ukunotha kwayo nokukhilimu. Sikumema ukuthi ubambe iqhaza ekuzijabuliseni okukhulu kakhulu empilweni: Ushokoledi.
  7. UMHLOLI ufuna ukugqashula - Inkululeko konke umhloli wamazwe ayikhathalelayo. Lapho eminye imikhiqizo ingahle izame ukukusiza wakhe ikhaya, imikhiqizo yamazwe ifuna ukukukhiphela ngaphandle. Unalokhu engqondweni, kunengqondo ukuthi izinhlobo eziningi zangaphandle zilingana ngokwemvelo ne-archetype yokuhlola. I-Subaru ingumkhiqizo we-Explorer wakudala. Abazithengisi izimoto zabo ngokuya ngokunethezeka noma ngokunethezeka; bagcizelela inkululeko i-Subaru ehlinzeka ngayo.I-Blizzard? Ayikho inkinga. ISubaru ikuvumela ukuthi unqume ukuthi uyaphi, noma ngabe isimo sinjani. Ukhululekile.
  8. UMBUSI ufuna amandla aphelele - Ukunethezeka nokuzikhethela yilokho okushiwo umbusi. Umkhiqizo werula ungumgcini wesango. Uma ikhasimende lithenga kubo, baba ngelabahlonishwa. Ukubonwa njengekhwalithi ephezulu futhi kubiza kakhulu kumkhiqizo werula. Ubucwebe nezimoto ezisezingeni eliphakeme zifanelana nemvelo ye-archetype yombusi. Ingabe uthenga iMercedes Benz ngenxa yesilinganiso sayo sokuhlolwa kokuphahlazeka? Kuthiwani nge-mileage yayo yegesi? Izihlalo zayo ezishubile? Cha. Uthenga iMercedes-Benz ngoba uyakwazi ukuyikhokhela, futhi iningi labantu alikwazi. Noma nini lapho upaka imoto yakho, abantu bazosiqonda isimo sakho ngaphandle kokuthi usho izwi. Lelo nani eliqondwa buthule yilokho okuthengiswa ngumkhiqizo ombusi.
  9. ICAREGIVER ifuna ukukondla - Umnakekeli unomusa. Bafuna ukuba lapho kuwe nabantu obathandayo. Imikhiqizo yabanakekeli imayelana nemfudumalo nokwethembana. Ungathembela kuzo uma kuziwa ezinganeni zakho. Akuvamile ukubona uphawu lomnakekeli luqhuba isikhangiso esidubula emncintiswaneni wabo. Zihlukile kokuphikisana. Umugqa wethegi kaJohnson & Johnson uthi UJohnson & Johnson: Inkampani Yomndeni. Awukwazi ukuzibophezela ngokwengeziwe emindenini kunalokho. Isikhangiso sikaJohnson & Johnson sihlala sigxila ekutheni imikhiqizo yabo ikusiza kanjani ukunakekela izingane zakho. Imikhiqizo yabo iyakha kanjani imindeni. Lesi yisinkwa-nebhotela le-archetype yomnakekeli.
  10. IQHAWE lifuna ukuzibonakalisa - Iqhawe lenza umhlaba ube ngcono ngokuba phambili. Umkhiqizo weqhawe awukhathaleli ukukondla wena; banentshisekelo yokukuphonsela inselelo. Uma ufuna ukukhuphukela kulo mcimbi, uzodinga usizo lweqhawe. Amasosha ase-US yisibonelo esihle kakhulu se-archetype yamaqhawe Cabanga ngezikhangiso zokuqasha ozibonile ngamasosha eqa aphuma ezindizeni ezinophephela emhlane, egijima ezifundweni zokuqeqesha, nasekuvikeleni izwe. Noma yikuphi okufana nosuku nosuku lwakho? Vele akunjalo. Akufanele. Yenzelwe ukukuphoqa kuphendula ucingo futhi ngivukele kulo mcimbi ngokujoyina uphawu lweqhawe: I-US Army.
  11. INGANE / INTOMBI evamile ifuna ukuba ngeyayo - Akukho glitz noma ubukhazikhazi, umkhiqizo nje onokwethenjelwa owenza umsebenzi wenziwe. Yilokho okuthengiswayo yimikhiqizo yamadoda / amantombazane ejwayelekile.I-archetype igxile ekunikezeni okuthile kude kakhulu nokuzenzisa okungakhanga kuwo wonke umuntu. Kuyi-archetype enzima kakhulu ukuphuma ngoba kufanele ube nomkhiqizo oheha abantu. Wonke umuntu uphuza ikhofi. Akubona bonke abantu, kepha yonke imininingwane yabantu ngaphandle kwezinsana. Yilokho okwenza amaFolgers abe mnandi kuwo wonke amajaha / amantombazane. UFolgers akathengisi esixukwini se-hip. Abaziqhenyi ngekhwalithi yabo ephezulu, ikhofi eligcwele yonke into. Bakugcina kulula: “Ingxenye enhle kakhulu yokuvuka ngamaFolgers enkomishini yakho.” Wonke umuntu uyavuka. Wonke umuntu uphuza amaFolger.
  12. UMDALI ufisa ukuphelela - Umdali akakhathazeki ngezindleko zokukhiqiza noma zokwenza izinto ngesilinganiso. Banendaba ngento eyodwa: ukwakha umkhiqizo ophelele. Ngenkathi isangoma siphinde sigcizelele umbono nokucabanga, abadali bahlukile ngoba abawuvuli umlingo wezwe futhi benze okungenakwenzeka. Bakha umkhiqizo ophelele. I-Lego yisibonelo esihle se-archetype yomdali. Kwesinye sezikhangiso zabo, uLego uphinde wenza imininingwane ebabazekayo ngezinto ezinhle kakhulu emhlabeni. Abakhi amasayithi amasha, futhi abenzanga ubuchwepheshe obusha obubeka amasayithi ekhaya lakho. ILego isebenzise ubuchwepheshe obulula kakhulu: amabhulokhi. Bathathe lokhu kulula futhi bakuqhubela phambili ekupheleleni kakhulu. Yilokho okushiwo ukuba ngumdali.

Ngakho-ke, yimuphi umkhiqizo wakho we-archetype?

Ukusuka kokuhlangenwe nakho kweminyaka engamashumi, ngiyakutshela ukuthi yonke inkampani iza etafuleni icabanga ukuthi yiyo yonke indoda / intombazane, kepha kumacala angama-99%, akunjalo. Ukwehlela kokuncane okwenza umkhiqizo wakho ukhetheke nokuthi amakhasimende akho axhumeka kanjani kangcono kakhulu nemikhiqizo yakho akulula, kepha kuyinto ebaluleke kakhulu ongayenza ukuqonda ukuthi iyiphi i-archetype okufanele uyisebenzise.

UCABANGANI?

Le sayithi isebenzisa i-Akismet ukunciphisa ugaxekile. Funda ukuthi idatha yakho yokuphawula isetshenziswa kanjani.