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Added Value | Vodafone | The Archetype Game
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When Added Value was asked to develop a global personality for Vodafone, they knew a power point presentation wasn't the answer.
Instead, they turned to creative writers, new branding models, and brilliant books. Their eventual solution not only worked for Vodafone,
but inspired a ground-breaking strategic tool that has been used across the world: The Archetype Game.
The game is loosely based on the book The Hero and the Outlaw, which identifies 12 different archetypes. Played in a workshop environment,
it allows participants to shortcut to meaningful brand insights through collaboration and shared conclusions. Debate is very much part
of the process, with the ultimate goal of establishing a distinct brand personality.
And so Vodafone became 'the Pioneer' - a hybrid archetype that combines the passion of the Explorer, the commitment of the Hero and
the revolutionary thinking of the Creator. The telecommunications giant then sent local operating companies their own versions of The
Archetype Game, encouraging buy-in to the new worldwide vision.
Added Value has also put the game to good use internally, using a generic version in offices from London to Beijing. A digital execution
is nearing completion.
So, to quote the Pioneer: 'What's next?' |
Full Report not available - Confidential |
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