Business Implications of…

Once an archetype is discovered we can understand the behavior of a particular group or culture and we can therefore correctly anticipate the reaction of people. The process of understanding an archetype brings into awareness the unconscious dimension of a product, project, service, concept or corporate culture. At the same time, it also provides vital information about people's attitudes, behavior and motivation and is therefore suited to analysis of a wide variety of situations, which includes but is not limited to the following:

The effectiveness of any specific brand name or generic product in a particular culture (country) or many different cultures (countries).
Advertising campaigns or communication strategies related to a brand name, type of product, person, concept or issue including the identification of "words to lose" "words to use."
Examining the essence of a particular category of product, i.e. wine, cars, toothpaste, in order to develop more effective advertising campaigns..
Examining the use of a particular media communications strategy and its effectiveness with a particular product.
Examining the evaluation of the consumer - their unspoken needs and the implications for sales and marketing.
The value of a "tired" brand name and developing the necessary action plan to revive it.
Developing new products to add to an existing line.
Changing an existing product or concept to increase market share.
Examining a generic concept such as "beauty" to understand its implications for product design packaging as well as for distribution in multiple global markets. n

AT&T NETWORK SYSTEMS BIRDS EYE BOEING BROWN & FORMAN CANADA TRUST CANADIAN SOFT DRINK ASSOCIATION CANADIAN TOBACCO CHRYSLER (Argentina) CHRYSLER (Brazil) CHRYSLER (Europe) CHRYSLER (Japan) CHRYSLER (Taiwan) CHRYSLER (Venezuela) CIBC CITIBANK CITROEN (Japan) CNR CONSUMER ENERGY CORNING MEDICAL CORNING MEDICAL (Japan) DAIMLERCHRYSLER DANIER LEATHER DINER'S CLUB DISCOVER CARD DuPONT FORD MOTOR FRENCH GOVERNMENT GALLO GENERAL ELECTRIC GENERAL MOTORS GMAC INSURANCE GRINGOIRE - PILLSBURY (France) IBM IMPERIAL OIL INLAND CONTAINER J.P. MORGAN JOHNSON & JOHNSON KELLOGG KELLOGG (Europe) KELLOGG (Japan) KELLOGG (Mexico) KRAFT GENERAL FOODS KRONENBOURG L'OREAL L'OREAL (Japan) LEGO SYSTEMS, INC. MARINE MIDLAND BANK McNEIL METROPOLITAN LIFE INSURANCE MINUTE MAID MISSISSIPPI PROJECT NUTRASWEET COMPANY ORAL B OUTBOARD MARINE CORPORATION PEPSI - COLA COMPANY PFIZER (France) PROCTER & GAMBLE PROCTER & GAMBLE (Venezuela) QUAKER OATS RHONE POULENC PHARMACEUTICAL (Japan) ROYAL DUTCH SHELL ROYAL TRUST SAMSONITE CORPORATION SANDOZ SCOA SEAGRAMS SECURITY PACIFIC BANK SEIKO (Japan) SIMPSON DOOR COMPANY SQUARE D (Mexico) TEMPLE INLAND THE ROYAL BANK OF CANADA TIMBER ASSOCIATION OF CALIFORNIA TORONTO DOMINION BANK TRAVELERS INSURANCE UNILEVER (Japan) UNITED DISTILLERS (Argentina) WELLPOINT WHITE HORSE (Japan)

Executive Summary

Archetype Discoveries Worldwide has been successfully guiding its clients' interests in marketing, advertising, research and development, and personnel since 1976. The reputation earned as the premier firm in breaking the code of the Cultural Archetype has come as a direct result of our commitment to customer satisfaction in implementing this unique process.

Archetype Discoveries Worldwide was founded by Dr. G. C. Rapaille to provide answers to the question: Why do people do what they do? Our goal is to provide you and your organization with the process and expertise necessary to discover the Archetype related to your product or service. We will continue to help implement this new found knowledge as necessary. At the conclusion of the study, the client retains ownership of the study, and has a detailed Action Plan based upon the study.

Archetype Discoveries Worldwide is unique. We are not consultants and do not charge by the hour or day. We do not conduct market research, and do not write reports. Our commitment to the client is that at the end of the process, you will thoroughly understand the Archetype studied. The Archetype Team will speak a common language, the unconscious Logic of Emotion of your customers.

Archetype Discoveries Worldwide is committed to increasing the client's competitive edge by providing you with a unique process, and by improving the skill and productivity of your staff people, they will perceive their customers in a completely new way.

The Archetype Study is a discovery and an education process. The Archetype Team and Archetype Manager become experts on the Archetype. They will gain in-depth knowledge of the Logic of Emotions which has been discovered.

At the end of the process, the importance of the study will be self-evident. We spend most of our time helping the members of the Archetype Team put the knowledge of the Archetype into practical application.

Archetype Studies is committed to your satisfaction. Our fee guarantees that a study does not stop at the end of the research. We remain available as long as you need us to implement the Archetype Action Plan (and ask only that current expenses be reimbursed).

Once we have, together, discovered an Archetype, it is YOURS. Archetype Studies will not duplicate your study in the same culture, and will always give you priority to explore it in another culture. n

Why Archetype Discovery?

Why do organizations like AT&T explore the Archetype of quality; Seagram's, the Archetype of whiskey; P & G, the Archetype of mouthwash; Security Pacific Bank, the Archetype of a bank; and the French Government, the Archetype of nuclear energy? Because they want to gain the competitive edge of knowing the Archetype associated with their activity.

When you know the Archetype, you suddenly have the key which gives meaning to what people say and do. Now you understand why. Suddenly, everything makes sense, even what sounded contradictory before.

Why are the French in favor of nuclear energy, when the Germans are against it? Why is the Japanese definition of quality unintelligible for Americans? Why is an Automatic Teller Machine (ATM) not a bank (a branch, or element of a bank)? Why should a door never be pictured from inside and closed?

When your organization decides to perform an Archetype Study, you will gain:

Understanding - of the unspoken needs of your customer.
Knowledge - of the unconscious code related to your product, the Logic of Emotion. You know the consumers' unconscious language. You speak " Archetype."
Ownership - Within your organization, the Archetype Managers, the Core Team, and the Archetype Team, own the results. They made the discovery, did the presentation. They are the experts.
Alignment - Your staff now all speak the same language, and they understand it at the gut level. They know the unconscious meaning of the words they use; they share and bring into awareness the Logic of Emotion.
Team Building - One of the results of your ownership and alignment is to create a team which is highly motivated to use the knowledge of the Archetype, and to succeed in doing so. The relationship between your Product Managers and the Advertising Agency, for example, is transformed.
Action Plan - The purpose of the study is not to produce a report or a book, but to learn a language, and to use it. The Action Plan becomes a living thing. Before the end of the third phase, the staff starts using some of the findings and we usually have success stories before the end of the ten Imprinting Groups.
Coaching - and permanent support from the Archetype Studies team. You are the Champions; we are the coaches.
Short-Term Results - that you can measure, because we need to convince the rest of your organization of the importance of the code. These short-term results are crucial. Long-Term Vision - of what you have to do, the short term can be evaluated in terms of the long term goal.
Long-Term Vision - of what you have to do, the short term can be evaluated in terms of the long-term goal.
Answer to the Question: What business are we in?
Integrated Strategy.
Consistency with the Archetype. n