The Warrior, Champion Or Superhero
The Hero Archetype Explained:
The Hero Archetype represents brands that are very successful at producing consistent results. Furthermore, they aim to fulfil objectives and give their all to achieve their goals. This is due to their core talent being competent and courageous. Also, the Hero can often be mistaken for the Ruler as they both demonstrate a few similar qualities: power and self-confidence above all. The Hero, however, is courageous most of all than controlling. The Heroes are winners, they are achievers that get things done effectively in their mission to improve the world.
The Hero’s Key Characteristics & Values
The Hero’s main motivation is to prove their worth, and their greatest fears are failure and showing weakness. Whether on the battleground, ball field, or political stage, the Hero is determined to leave a mark on the world, and it often seems at the risk of great sacrifice.
A Hero brand archetype promotes itself as good quality and superior to its competitors. As a result, the marketing of a Hero brand will often use powerful images and strong colours to communicate this.
The worst thing that could happen to a Hero business would be for the rival competitor to be rated higher or be proven to be better quality. On their positive side, they are brave, determined and skilful but at their worst, they can be aggressive or arrogant.
Goal: Expert mastery in a way that improves the world
Strategy: To be as strong and competent as possible
Greatest Fear: Vulnerability and weakness
Personalities: Competitor, Achiever, Coach
– A Warrior
– Courageous and Proud
Hero brands will promise Quality
Hero customers value the quality and trust in their products. They like to think that their consumer choices will put them ahead of everyone else, making them less likely to be drawn in by funny or cute adverts.
BMW – ‘5 Series’
Example of Hero in advertising. The overall aim of this BMW ad, is to deliver strength, masculinity and inspiration. BMW has created this ad to show its consumers how powerful they really are and promote themselves to be.
Featuring actor Scott Eastwood, son of the famous Clint Eastwood, the ad’s voiceover talks about how you shouldn’t be afraid of hard work and to earn your success in mastering this world. ‘It doesn’t matter what you do in life, just be the best at it’. Almost acting like a coach and an achiever. Hence we see this as a good example of The Hero brand archetype.
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