… That which we call a rose
By any other name would smell as sweet.”
— Juliet (or Shakespear to be more accurate)
I suppose that’s not the best quote to get you all to rally around the idea that taking the time to ‘brand’ our farm is worth our play. Keep in mind, this isn’t just the name we’re talking about but the whole personality (or archetype). So, here is just a little background on the why. Sorry for another quote but I’m not an expert like Jung.
All the most powerful ideas in history go back to archetypes. This is particularly true of religious ideas, but the central concepts of science, philosophy, and ethics are no exception to this rule. In their present form they are variants of archetypal ideas, created by consciously applying and adapting these ideas to reality. For it is the function of consciousness not only to recognize and assimilate the external world through the gateway of the senses, but to translate into visible reality the world within us.
We have a gathering planned at Seamus’ on the 17th at 3pm to explore what archetype (or two or three) might be a good fit for the farm. Why? Because it will help us with our vision, our mission, our brand and not only our connection to it but anyone that may experience it. More on that later.
Here are the prevailing 12 archetypes but there are many more. The descriptions focus mainly on the positive but there are some not-so positive aspects we will consider as well. Take a look at these and in the next week be thinking about what you feel are the archetypes you believe are the best fit for our farm. You may even find your own…
The Innocent: wholesome, pure, forgiving, trusting, honest, happy, optimistic, enjoy simple pleasures
The Explorer: searcher, seeker, adventurous, restless, desire excitement, independent, self-directed, self-sufficient , value freedom
The Sage: thinker, philosopher, reflective, expert, advisor, teacher, confident, in-control, self-contained, credible
The Hero: warrior, competitive, aggressive, winner, principled, idealist, challenge “wrongs,” improve the world, proud, brave, courageous, sacrifice for greater good
The Outlaw: rebellious, shocking, outrageous, disruptive, feared, powerful, countercultural, revolutionary, liberated
The Magician: shaman, healer, spiritual, holistic, intuitive, value magical moments and special rituals, catalyst for change, charismatic
The Regular Guy/Gal: not pretentious, straight shooter, people-oriented, reliable, dependable, practical, down to earth, value routines, predictability, the status quo, tradition
The Lover: seek True Love, intimacy, sensuality, passionate, sexy, seductive, erotic, seek pleasure, to indulge, follow emotions
The Jester: clown, jester, trickster, playful, take things lightly, create a little fun/chaos, impulsive, spontaneous, lives in the moment
The Caregiver: altruistic, selfless, nurturing, compassionate, empathetic, supportive, generous
The Creator: innovative, imaginative, artistic, experimental, willing to take risks, ambitious, desire to turn ideas into reality
The Ruler: manager, organizer, take charge attitude, efficient, productive, confident, responsible, role model
The following are some leading brand/archetypes in the market today.
Coca-Cola – The Innocent
Microsoft – The Ruler
IBM – The Sage (but with a Jester component, in a conscious effort by IBM to counter the perception of stuffiness – old Charlie Chaplin ads, current humorous ad campaign)
GE – The Caregiver or Ruler
Nokia – The Explorer
Intel – The Sage
Disney – The Innocent
Ford – The Hero and The Explorer (trucks and cars are “Heroes,” SUV’s are “Explorers”)
McDonald’s – The Innocent
AT&T – The Caregiver
On Sunday, we’ll share our thoughts and ‘ideally’ see a vision emerge. You peeps in Cali, please chime in and bring your thoughts to the table. We will be doing a couple brainstorm exercises to loosen up those calcified perceptions of what we ‘think’ we know and ideas perhaps we’ve been stuck on with regards to the land. Then build from these new ideas.
Looking forward to it!
Farmer Molly
Posted by thedirtonthefarm 
