Are you a Hero? An Outlaw? A Sage?

Interns interested in learning principles of marketing convened in OFI’s offices on Tuesday, August 11th for a presentation by Erika Ferrin, Brand Marketing Manager and Tony Cohn, Brand Marketing Assistant, both in the Smithsonian’s Office of Communication and External Affairs. This highly informative and engaging workshop involved understanding the concept of archetypes: the Hero, the Sage, the Caregiver, the Every Person, the Outlaw and others as a way to understand organizations’ brand development strategies. Deconstructing examples like Nike, Lego, Coca-Cola, and even the Smithsonian Institution, participants engaged in a lively and spirited analysis of how companies, institutions, and even ourselves can learn to more effectively convey our mission and vision when using one or more of these archetypes as models.