Citybrands: the Power of the suppressed archetype

In hard times, look for the archetype that is suppressed. It fulfills needs people crave for, but that are not being addressed by other brands. When a brand is able to address these needs, it will unleash an incredible power. The same holds good for cities and their citybranding. In these complex times of crisis and uncertainty it is the archetype of the Innocent that is having a really hard time. The Dutch neighboring cities of Deventer and Zwolle have a strong case for the Innocent. Here's why.

Last month, the mayors of the picturesque former Hanseatic towns of Deventer and Zwolle, situated in the eastern part of the Netherlands, signed a covenant to cooperate on the theme of Modern Devotion. In the late Middle Ages, Modern Devotion was a reformist religious movement that started in The Netherlands in these two towns.

The cooperation speaks of lectures, exhibitions and reviving the movement. But the complete scope of its possibilities could be far greater. Zwolle has many resident artists that have a devotional streak in their work. Deventer boasts a highly successful nostalgic Dickens  Festival (http://www.dickensfestijn.nl/) each year in december. It drew 100,000 vistors last year and 120,000 in 2011.

The Innocent city
Goodness, morality, mysticism, nostalgia, faith and optimism are qualities attributed to the archetype of the Innocent. The Innocent as a brandarchetype is visible in Christmas, Disney or movies like E.T. or Forrest Gump. But could it be visible in cities? Why not?

Both Deventer and Zwolle have a strong case to brand their city as the Innocent city. The authenticity of the experience people have, goes deeper than modern devotion. It touches upon a level of the soul that goes beyond the nostalgic morality of A Christmas Carol. It is about the yearning for paradise. It is about the promise that paradise can be here and now. It is also about the promise that if you fall from grace, you can be redeemed.

When mayors realize what potential they have in the urban story that lies below the stories they tell, they will strike gold. And the world as it is now, needs an innocent city.

(the picture of the Dickens Festijn is used by courtesy of vvvdeventer.nl, the Deventer Tourist Board)

Chrysler's Eminem Superbowl commercial uses archetypal power

Chrysler's Superbowl commercial 'Imported From Detroit' featuring Eminem is much talked about. Rightly so. It's also as much about branding Detroit as it is about the new Chrysler 200. What makes the commercial powerful and spinechilling is the use of archetypes. It's the story of the Hero standing up after countless blows and persevering, despite a sea of troubles.

Some compare the Imported from Detroit commercial to Batman - the black avenger driving in to save Gotham City. Others say it reminds them of Rocky. All acknowledge its power. A voice over recounts the many blows that Detroit has had to suffer and the pride the city has in its mastery of carmaking. Then, Eminem drives the new Chrysler into the city centre and ends up with a gospel choir in a theatre, expressing pride, faith and hope for the future.

Observe the use of the colour red (the Hero colour) in the commercial, which is originally called Born of Fire. Listen tot the staccato beats (Hero music). The commercial also uses the 4 levels of the Hero story.

The Call: a challenge beckons. Detroit needs you to help defend the city.

Level One: the development of competence and mastery, expressed through achievement. The voice over claims the mastery of Detroit in making great cars.

Level Two: doing your duty for your community. Eminem drives into the city, ready to fight for it.

Level Three: using your strength and courage for something that makes a difference to the world. Eminem joins powers with hope and faith, expressed in the gospel choir. He points his finger at you: "This is the motor city. And this is what we do." Make no mistake, we know what we stand for and will fight for it.

The Chrysler commercial makes use of the Hero archetype, powerfully and consciously. The Hero and also the Explorer archetypes have been used for cars for a long time, but Chrysler makes a difference in addressing all 4 levels. If they want to go on making this difference, Chrysler should stick to the archetype - which they appear to do, judging from their Imported from Detroit merchandise. If you want to order an Imported from Detroit T-shirt, the site says: Can you prove it? Do you have the guts to wear it? Very powerfukl stuff indeed