Unlike others in the market
Carl Jung, the creator of the archetype concept, described it as a component of the collective subconscious that resonates powerfully within us and helps direct our actions and thoughts. Naturally, archetypes quickly gained favour among marketing and advertising specialists who help brands put their identity on display and strengthen their image.
While Jung described 12 archetypes, and you can find several times more in the modern market, let us turn to one most often sought out – the “pioneer”. Namely representatives of this archetype in many cases land near the so-called red line because they are notable for especially strong traits: courage, dynamism, stubbornness, and presenting a sort of challenge to the entire market.
Even if the brand is considered to be in the “pioneer” archetype, the way it positions itself in the market might fundamentally differ from another “pioneer”. Nevertheless, the main traits such brands feature remain similar: dominance, exclusivity, trust, and strength.
“Pioneer” examples in Lithuania and abroad
Some examples of “pioneer” brands - well-known market players such as Red Bull, Virgin, Nike, Absolut, and Vodka, among others. These brands never declare that they are a “pioneering” archetype, but it is reflected very well in their communication, actions, and statements in the public domain. Usually, such brands stand out quite well among other market participants, and the public will almost always remember a brand that is prominent and different.
Looking at the Lithuanian market, one of the latest examples of a “pioneer” is the integrated communications agency that drew everyone’s attention at the end of last year with its name change - Berta&. According to owner Berta Čaikauskaitė, the company’s new identity was not adopted spontaneously, but it was decided after a fairly detailed analysis and distillation of its values and vision.
“I think, firstly we stand out with our name alone because it is a very personalized approach. However, it is definitely not about me. On the contrary, it is about everyone - about every team member, every client, and every partner who walks alongside us. While we have chosen to be courageous and innovative, human-centrism remains our greatest asset. Our exceptional attitude to everyone who is like-minded and our desire to be collegial are, in part, encoded in our brand,” B.Čaikauskaitė insists.
Rebels, not fighting AGAINST, but FOR
Recently, the agency took another unusual step - it launched a campaign that emphasizes the success of being the second.
“Usually, everyone celebrates and loudly declares the importance of being first. We tried to evaluate our achievement in being the second on the market and we firmly believe that clients or potential clients will not trust our competences and capabilities any less,” the team leader of Berta& explains.
This step could be viewed from two angles: some might view it as a desire to stand out, while others may see it as an opportunity to change entrenched rules or norms. When analyzing the archetypes of Lithuanian brands, a trend of how the “pioneers” are seemingly inclined to fight against something, but not for something is noticed. This is likely the case because here, the word “rebellion” seemingly has some negative connotation. In fact, there is a lack of good “pioneers” who can create a positive image even if it is different from the majority.
Nevertheless, representing a “pioneer” is no easy task because you are almost committed to constantly challenging both yourself and your environment. The main rule for any brand that wants to maintain a finger on the market’s pulse is none other than consistency - heading firmly and confidently in the direction you have chosen.
