Please tell us why S.A. Brands Are Using Boring Female Archetypes…

Brave for the Right Reasons

Sarah Dexter, Managing Director at OIL – Lowe + Partners, agrees that the predominant archetype continues to be the Caregiver.

“My feeling is that it’s still relevant, it is an archetype that is in most of us - men and women - so there’s definitely a place for it and always will be,” says Dexter. “But what we don’t see enough of is the real, gritty, and strong women archetypes.”

She adds: “Having said that, sometime brands wanting to use those archetypes push it a bit too far, so there’s a bit of reality needed.”

According to Dexter, the first rule of branding is that you mustn’t chop and change all over the place…

“So you might be a Caregiver brand and that is what you’re answering,” she explains. “But sometimes it’s a safe space that people don’t want to move out of, and I think a lot of the reticence actually come from clients. It’s an ongoing conversation that needs to be had, and the more great examples that clients and marketers are exposed to the better.”

Dexter highlights Nike and Pantene as brands using brave and relevant insights to reach women.

“Bravery, if it’s going to serve the brand and the consumer [is good] but don’t change the message if it doesn’t need to be changed,” she cautions. “Sometimes you get new marketers in who want to make their mark and change things just because they can. It’s about being open-minded and considering all the different options…”