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Brand Archetypes

Brand Archetypes

Harnessing The Power Of Brand Archetypes

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Harnessing The Power Of Brand Archetypes

The most famous brand archetype success of all time is also the most documented.

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Brand Archetypes

Archetypes Wield Power For Brands

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Archetypes wield power for brands

Everything we experience in life is imprinted into our memories, and becomes a part of our subconscious mind. Some experiences are commonly held across all of humanity, as they describe common aspects of the human journey in a single idea or image, and when these common experiences are then depicted in art or literature, which has occurred thousands of times across different cultures, then these fundamental folksy ideas are called archetypes.

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Brand Archetypes

Brand Archetypes Defined

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Whereas the brand personality uses adjectives to describe the brand as if it were a person, the brand archetype, based on Jungian archetypes, indicates the brand’s driving force or motivation. Several books describe brand archetypes. Two of my favorites are: (1) The Hero and he Outlaw: Building Extraordinary Brands Through the Power of Archetypes by Margaret Mark & Carol S. Pearson and (2) Winning the Story Wars: Why those who tell – and live – the best stories will rule the future by Jonah Sachs.

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Brand Archetypes

Brand Strategy And Jung’s Archetypes

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Archetypes in product branding are nothing new. The Jungian-based psychology behind the use of archetypes began in earnest shortly after World War II. Carl Jung, the founder of analytical psychology, also conceptualized the theories of archetypes and the collective unconscious. His theories certainly seem to have great merit, given their unparalleled success when applied to consumer marketing and product branding.

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Brand Archetypes

Using Archetypes To Build Stronger Brands

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‘PART ART, part science, “brand” is the difference between a bottle of soda and a bottle of Coke, the intangible yet visceral impact of a person’s subjective experience with the product – the personal memories and cultural associations that orbit around it.(1)’

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