Hero, Caregiver or Ruler? Identifying NATO’s true archetype

Séissmo has extensive experience working with well-known top brands to enhance their communications by leveraging knowledge of their DNA and core strengths. Discover in this study how we analysed a famous institution, namely the North Atlantic Treaty Organization (NATO), to decipher its archetype, inform and inspire its future communication campaigns.

Séissmo conducted the first phase of the study based on a statistical and sociological analysis of users on meta (Facebook, Instagram, WhatsApp), in cooperation with Dr. Klaus Holthausen, Data Science Consulting. Open-source intelligence (OSINT) was used to provide information on NATO's archetype(s) in three countries: the United States, Germany and France.

Our research results highlight the chances of a proactive strategy from NATO and how the organization might strengthen its image among the population of the Euro-Atlantic countries. This proactive strategy requires to use effective counter messages and tactics, based on an in-depth understanding of NATO's identity and the perception of NATO's core values (democracy, individual liberty, human rights, rule of law among others) by different civilian audiences in Euro-Atlantic countries.

Take a look at what we discovered. You may find that your own beliefs and expectations about NATO are reflected…

Why this topic for a qualitative market research agency?

The Séissmograph research is our self-financed annual research programme in which we tackle societal hot topics. We run it independently and without any agenda but ours. It was not mandated by NATO nor are the research contents endorsed by the organization. Please note that we publish the logo with the full permission of NATO.

Conducting this research is both a way to improve our skills on brand archetype research and to contribute to societal unity & democracy.

We felt a sense of urgency to gather and share knowledge. Years of Russian propaganda in Europe and the United States have created a dangerous situation for the Euro-Atlantic resilience. Key danger signals:

• Weakening Euro-Atlantic unity, fragmentation of EU members on many important issues: Russia's war in Ukraine, Ukraine's membership in NATO, sanctions against Russia, use of Russian gas, etc.
• Electoral success of pro-Russian parties and pro-Russian leaders in some European countries (Austria, Hungary, Romania, some regions of Germany, etc.)
• Anti-NATO and anti-American sentiments in Europe, sometimes the United States and NATO are seen by their opponents as a greater enemy for Europe than Russia.
• Some Europeans & North Americans have a negative image of NATO as a weak, ineffective organization that cannot protect Europe from Russian aggression and is even the cause of Russian aggression against Europe.

These findings are the basis for building a hypothesis before we move on to the actual primary research with focus groups & interviews with opponents and supporters of NATO. In the second phase of the research, we plan to work on mental representations of democracy and resilience, how they are linked to NATO's image, and how future targeted NATO communication can strengthen these mental connections.

We will announce the results of the second phase of the study as soon as possible.