cpi-Archetypes-Map: Archetypal Management of Brands and Celebrities

As a Brand Manager

• Clear positioning and profiling of celebrities and brands, as well as assessment of the fit of celebrities to the desired archetypal brand positioning




• Identification of celebrities to give your brand the archetypal positioning and emotional charge you are aiming for




• Assess the attractiveness of different archetypal positioning options for the target audience of your brand: Which archetypes embody the characteristics and needs that appeal to your target audience?




• Recommendations for the archetypal design of communication materials that have high identification, allure and recognition with your target audiences

As an Artist Manager

• Clear profiling and positioning of artists: Which archetype does your talent embody? On which consumer target groups does this archetype exert a strong attraction?




• Assess the attractiveness of different archetypal positioning options for your artist




• Identification of promising brand partnerships for your artist: What brands follow a similar archetypal positioning as your artist?

• Online surveys to collect empirical data from study groups that match your target audience requirements




• Reliable and valid study design: Standardized collection of archetypal positioning of brands and celebrities




• Assessment of the most promising positioning of brands from the perspective of the industry’s target group




• Clear positioning of brands and celebrities on the cpi-Archetypes-Map based on the data collected




• Comparing celebrity and brand profiles in the archetypal positioning allows celebrity/brand partnerships to be identified that will strengthen or reposition the brand personality

For a long time, marketing decision makers and artist managers lacked a valid empirical tool that would support them in the archetypal management of their brands. That is why cpi CELEBRITY PERFORMANCE developed the cpi-Archetypes-Map.

The starting point was personality profiles collected in empirical studies of more than 150 celebrities providing more than 20,000 evaluations. Using multidimensional scaling and the 29 personality traits, a universal space to position brands and celebrities was developed. This positioning space, known as the cpi-Archetypes-Map, can be divided into six basic traits based on the positioning of personality traits: temperament, uniqueness, attractiveness, trustfulness, reliability, and vitality. In the cpi-Archetypes-Map, the eleven universal archetypes are then clearly located based on descriptive personality characteristics and traits.