The Warrior, Champion Or Superhero
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 seems like often at the risk of great sacrifice.
A Hero brand archetype promote themselves as good quality and superior to their 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.
The Hero – Key Characteristics and Values
BMW – ‘5 Series’
The overall aim of this ad, as a result, 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 famous Clint Eastwood, the ads 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 BMW as a hero brand archetype.
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