Archetypes
The whole archetype model for planning is a bit outdated and, honestly, does nothing for our clients or employees except wastes everyone's time.
I feel much obliged to simply state, for the record, that archetypes are so last year. Overall, total market and genius strategies, which every marketer should aspire to achieve, should stray away from the boxed thinking that archetypes tend to promote.
The truth is, there is no archetype. I'm sure you're probably reading this, having some type of brain fart.
Again, there is no archetype.
There is no one size to fit all of our consumers, and there is no cookie-cutter outline to illustrate one set way that our consumers take in their media. Archetypes put stereotypes and consumer profile-building at the forefront of a market strategy as if one profile could reflect an entire audience or consumer segment. With the oncoming boom of a new concept called Total Market strategy, marketers will soon find that this is not the case. And naturally, those who are not willing to adapt will be weeded out of the competition and eaten by the proverbial ad dragons that have chomped away at so many businesses before us. OK, I'm getting long-winded.
Moral of the story: try to stay away from boxes or methods that promote box-like ideation.