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Volunteers at the community summit in Barcelona took the 12 common brand archetypes and ran a community survey, posting to the [marketing channel](https://chat.civicrm.org/civicrm/channels/marketing), [BCN channel](https://chat.civicrm.org/civicrm/channels/bcn-summit-2019) and [partner channel](https://chat.civicrm.org/civicrm/channels/partners). The objective was to determine community perceptions of the CiviCRM brand (what it is and what it should be), which in term forms the basis for CiviCRM's messaging, tone, presentation, etc.
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## Results
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The top three archetypes are listed in order below. Note that the 2nd and 3rd place were virtually tied.
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### The Hero
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* Goal: *Help to improve the world*
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* Traits: *Courageous, bold, honorable, strong, confident, inspirational*
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* Drawback: *Could be arrogant or aloof*
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* Marketing niche: *Make a positive mark on the world, solve major problems or enable/inspire others to do so*
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* Example: *Nike, BMW, Duracell*
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### The Sage
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* Goal: *To help the world gain wisdom and insight*
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* Traits: *Knowledgeable, trusted source of information, wisdom and intelligence, thoughtful, analytical, mentor, guru, advisor*
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* Drawback: *Could be overly contemplative or too opinionated*
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* Marketing niche: *Help people to better understand the world, provide practical information and analysis*
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* Example: *BBC, PBS, Google, Philips*
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### The Creator
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* Goal: *Create something with meaning and enduring value*
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* Traits: *Creative, imaginative, artistic, inventive, entrepreneur, non-conformist*
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* Drawback: *Could be perfectionistic or impractical*
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* Marketing niche: *Visionary, help customers express or create, and foster their imagination*
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* Example: *Lego, Crayola* |
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