Referencing the announcement on network TV yesterday that the recent talent search for a new Maytag man signals a return to “icons”. Indeed. But more specifically the Maytag Man, the Green Giant, the Glad Bag man (to name a few) are NOT iconic characters; rather they are archetypal representations in our sub-conscious. That’s why they work. You cannot create an archetype out-of-the-blue; it must come from the depths of our sub-conscious. (One media outlet referred to the Maytag Man as a mascot! So many folks are in the wrong job.)
Here are a few archetypes: the nurturer, the friend, the hero, the man of action. In fact, there are umpteen symbolic archetypes like “up” and “down”, and, “light” and “dark”; these are more subtle in execution but also very useful.
My favorite comment from the network, “simple ideas are those that really work.” Thank you.
