Napoleon, having conquered a considerable portion of Europe, once said, “The human race is governed by its imagination.” He knew the power of a compelling story, perhaps better than any of his contemporaries, and leveraged that into Empire.
On today’s business battlefield, is imagination less compelling? Or do the stories we tell, about our heroes, about ourselves, still play a critical role in who we are, in what we do, in how we act? Mankind has not changed so tremendously in the days since Napoleon ruled: we are still affected by stories.
Particularly powerful are the stories we use to define ourselves. Napoleon (and every successful general before and since) wanted his troops to think of themselves as triumphant, conquering heroes. That was the mindset that led to victories.
Enter the Archetype
The image of the victorious warrior has become equivalent to success. It is a strong, powerful, appealing motif. The entire concept has tremendous consumer appeal. People want to be considered strong and successful, and they align themselves with brands that present as strong and successful. Nike, the world’s largest designer and purveyor of athletic footwear, has named itself after the goddess of victory.
As society changes, the stories we tell ourselves appear to change. The tales that Napoleon’s soldiers laughed over would be very different than those troops on the ground today would tell. Yet when we examine those tales, some truths emerge. There are certain character types (called archetypes) that appear time and time again; there are classic stories that appear with every generation.
Successful leaders and marketers have to change their stories to meet the needs of the current populace while retaining those archetypes and essential narratives that deliver proven results. Francesca Saieva writes about what this means from a psychological perspective, while Chrysler is trying to tell a similar story with their latest minivan.
How Do Chrysler’s Best Customers See Themselves?
Chrysler has embraced a specific definition of masculinity to help them recapture market share. The company is counting on the power of imagination, archetype, and story to help them reposition their latest minivan offering, the Dodge Caravan R/T. Christened the Man Van, the minivan is being wrapped in overt symbols of masculinity—black leather interior, an absence of a roof rack, and, from the driver’s point of view, the look and feel of a sports car. Commercials feature Judas Priest, a heavy metal homage not often seen in minivan commercials.
“When you sit behind the steering wheel you will feel you are driving a sports car. You completely forget, as long as you don’t look behind you, you forget you are driving a minivan,” Dodge Chief Executive Ralph Gilles was quoted as saying. The message is clear: this vehicle is meant for those men who identify strongly with the image of the rough and rugged open road. The fact that that rough and rugged road includes a few stops for day care and soccer practice is completely secondary; it’s hardly worth mentioning.
It is not the archetype of the responsible, nurturing father that Chrysler thinks will resonate with their best customers. That’s not what they’re looking for; that’s not who they want to be when they tell the story of their lives. Practical, reliable, and boring are not the adjectives Chrysler’s customers want to identify with.
Understanding customer loyalty begins with knowing what story your best customers want to tell about themselves. Chrysler has identified and embraced the archetype they think will get their base excited about the Caravan. Will the change work? The minivan market has been virtually flat for years, making this a market to watch. Positive changes means that Napoleon was right. Imagination is critical, whether you’re battling the Prussians or consumer apathy.
For an excellent presentation the application of archetypes, see Archetypal Branding: Cult Branding 2.0.