The pay-off clearly shows how they made Mistake 1:
It is in our nature to discover, experience and enjoy, to protect and restore nature, to produce sustainable energy, green materials and biomass.
Although the text probably corresponds to what Staatsbosbeheer considers important, the viewer no longer understands it: he sees so many different messages that he does not know what the essence is.
How can it be better?
Bever, like Staatsbosbeheer, tries to draw people into nature. However, Bever shows how you can keep the message simple for the viewer. And nuances, such as people who also have amorous relationships with their North Face jacket, are wisely left unmentioned.
Are you the means for your viewer to find freedom? Do you give him individuality, authenticity, adventure and a way to go his own way? Then you are the archetype the explorer for your viewer. Besides Bever, also think of Lonely Planet, Red Bull and – if it were up to me – also of Staatsbosbeheer.
Mistake 2: Choosing an archetype that doesn't fit your brand
The second cause of suboptimal video content is the cambodia telegram data temptation to go for the quick win. It can be so tempting. A rebellious action can yield extreme profits for any brand, young or old, within a month. But real successes are achieved in the long term, because what remains of your brand after that month? Do you remain a rebel or do you become a ruler again ? Very confusing for your viewer. Brand clarity is customer loyalty.
An interesting example of such a confusing archetype switch can be seen at Zonnatura. A bio brand of the archetype the innocent: good for the world and reliable because it only sells natural products. Apparently they wanted to get rid of that image so badly that they wanted to do something disruptive. In their own words, they wanted to 'give the brand a major makeover' . When you read that, you know that something is going to happen to the archetype that does not always work out well. And indeed, Zonnatura opted for a turnaround with kickboxer Rico Verhoeven in the lead role, with which they flirt with the archetype the hero . I wonder whether this new image will catch on and will be permanent or whether it has only caused confusion. In addition, the message of the commercial is not entirely clear to me. Will you become as strong as Rico Verhoeven with the help of Zonnatura or will your family get the good nutrition that is part of a healthy life? And perhaps an even better question: does Zonnatura think that 14-year-old boys will become fans of Zonnatura.