How the Hero Archetype Brings Peace
Heroes, Brands and Peacemaking
How many companies have told you they can help you become the hero?
What a way to get a Hero's attention.
An advertisement on one website states, "Ambition and will to succeed are not in everyone's D.N.A." Dealmakers who read this publication will be able to find out what they lack. Many services are offered as guides that can help you achieve Hero status. For instance, J.P. Morgan Securities offers hostile takeover insurance with the following statement: "In today's hostile business environment, ignoring the possibility of a takeover bid means your company may be less prepared to challenge one successfully. There are steps you can take now- before a hostile bid is made which can improve your chances of surviving one."
These ads depict the economy as a battlefield.
An excellent example of an ad that repeatedly ran on national television to support the Marines invoked the Hero powerfully. The story begins with an image of a great hero battling a monster. Such an image could have come from any heroic tale. The warrior transforms into a U.S. Marine while standing at attention. It's clear: You can become a real hero if you sign up for the Military.
Research conducted by the United States Army has revealed that scholarship money is not the only reason young people join the Army. Instead, they are inspired by a desire to develop their discipline and character. To become a national Hero.
The Army's slogan "Be all that you can be" highly appeals to Hero archetypes. Heroes, especially the young Heroes- are hungry for real challenges and want to show they are up to the task.
The Army slogan says that it will allow them to fulfill that desire.
The Women's National Basketball Association targets young girls as well as their mothers and fathers who think it's important for their daughters to surround themselves with strong, confident, winning athletes.
The Teach for America challenge is tough enough to really motivate future teachers "Before you go to Harvard Business, Yale Law, or Stanford Med, consider applying to a really tough school." The ad concludes, "Take two years of your life to change a few kids' lives forever. Not to mention your own."
The pharmaceutical industry in the United States sees itself as waging war on disease. The ad says, "Cancer. It's a war. That's why we're developing 316 new weapons" (i.e., medicines, gene therapies, and antibodies).
The Hero Brand Symbolizes Strengths and Resilience
Tampons can be marketed as heroic products if they are associated with liberation for women. For example, an ad for Tampax reads, "It is a symbol of strength. Beauty. Resilience. Spirit. It is a representation of the body. It is a frame of mind. It is progress. Advancement. Innovation. It is your sister, your mother, your daughter. It is a woman. It is you."
Regardless of gender, the Hero archetype is associated with exacting standards, perseverance, and setting boundaries.
Foot Locker had an advertisement with women working out stating, "When training, I demand one thing from myself. MORE."
As with the Explorer archetype, the Hero archetype requires many journeying, emphasizing proving rather than finding oneself. For this reason, its products are marketed as rugged and dependable.
Nissan says on to say, "If you can think of it, it can do it. Up for some mountain biking in Moab? Done. How about skiing in Jackson Hole? No problemo. Surfing at Mavericks? Your wish is its command."
There is no longer any differentiation between cars in the automobile industry because the tough prop for the Hero's journey is so prevalent.
Throughout Beowulf's epic poem, heroes spent their evenings exchanging stories about what they had conquered and what monsters they had slain.
The Hero archetype helps channel energy into positive action.
That's the meaning of the word Conquer. Alternatively, it can refer to competition at the middle range level of sport or economics rather than physical aggression.
The higher-level Hero brand uses their strength for peacemaking.
The Hero brand archetype is the model for almost all actual peacemaking efforts.
Ultimate Guide to Brand Archetype