Archetypes at Aspect
At Aspect we typically use the archetypes above to help build the character a brand plays in its story arc (more on that in the workshop!)
We're aware of the references to archetypes in the documentation from Bain. Below are our observations on archetypes from the audits conducted in the pre-read. We also share potential opportunities for Bain to carve out a role for itself that is differentiated from both of its competitor sets - consultancy and big tech.
Let's discuss this in the session...
Consultancy Category
We've identified Ruler, Sage and Magician as the dominant archetypes within MBB. This is unsurprising considering many aim to attract candidates by describing the role played with clients.
The Ruler & Sage combination positions them as:
• Creating order
• Providing structure
• Being an authority
• Control,Power, Wisdom
The addition of Magician allows for:
• Transformation
• Imaginative problem solving
The Tech Giants
Communicating lofty ambitions and the desire to build/ shape the future with potential candidates means within big tech Explorer, Creator, Hero and Sage are prevalent archetypes.
The Explorer & Creator archetypes allow for:
• Freedom to explore and invent
• Innovation
While Hero & Sage encourages:
• Sharing information and ‘the truth’
• Winning and leaving your mark
Where's our space?
Given our overall mapping of key competitors we note the social/ belonging space is unoccupied - though perhaps we should consider this territory to be too passive to meet Bain’s objectives? Let’s discuss.
Two potential combinations of relevance & differentiation:
Explorer Magician
This combination resonated with us after the discovery call because of Bain's:
• Insurgent, imaginative, maverick spirit (acknowledging insurgent is a controversial word within Bain)
• Openness to diverse and new possibilities
• Production of extraordinary, transformative career paths
Sage Explorer
This combination means Bain is:
• Powered by the sharing of bold ideas, wisdom & insight
• Drawn from new people and places
• Producing innovative and influential career paths