History of the creation of the theory of brand archetypes
Posted: Sat Jan 18, 2025 8:13 am
The term "archetype" was introduced into psychology by Carl Jung, who noted elements of mythology, legends, and fairy tales in various cultures of the world.
Carl Jung clearly defined the "archetype" as a set of universal concepts, symbolic elements and images that evoke the collective unconscious. In simple terms, an archetype can be thought of as a character whose appearance is intuitively clear to each client. For example, a sage is a humble old man, and a hero is a strong and determined man.
Qualities, values, various characteristics and needs are described in the book of brand archetypes by psychologist Carol Pearson and marketer Margaret Mark "The Hero and the Rebel. Creating a Brand with Archetypes".
Increase Your Profits by 10X: 5 Key Metrics You Must Track
Alexander Kuleshov
Alexander Kuleshov
General Director of Sales Generator LLC
Read more posts on my personal blog:
After working with over 300 online Reason to Choose Our Database Service projects , I can guarantee: monitor these metrics weekly and your company will not only survive, but also increase its profits by 10 times!
In the context of sanctions and crisis, knowing the ROI of your advertising decides whether your business will be successful. Tracking these 5 critical indicators is the key to your prosperity.
What you get for free:
5 Key Metrics to Increase Profits by 220%
The Secret ROI Formula: Instant Advertising Efficiency Calculator
Anti-crisis Solutions Matrix: Find the Perfect Strategy for Your Business in 15 Minutes
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4 Archetype Strategies
Currently, there are 12 brand archetypes, grouped according to the following strategies:
The Expertise or Individualism strategy implies the air element. This is a theory of unlimited self-knowledge and self-improvement: development of spirituality, reasoning about the universe and the place of the individual in it, the desire to follow one's own path. This type includes such types as the innocent, the seeker and the sage. Famous examples of this type of strategy are McDonald's, Starbucks and Coca-Cola.
The Leadership Strategy , or Change , reflects the element of Fire. Its main distinguishing feature is the willingness to take risks, demonstrate mastery, strive to achieve significant results and reach heights. Within the framework of this policy, the following archetypes are distinguished: heroes, rebels and wizards - all those who preach new ideas, fight and change the world. Steve Jobs and Nike are definitely among them.
The Communication or Belonging strategy implies the water element. It is focused on interpersonal relationships, communication with people and a sense of harmony with like-minded people. It implies the archetypes of the fellow, the jester and the lover. Don Juan, the conqueror of women's hearts, is one of the bright representatives of this model. Henry Ford and his business management, as well as various comedians, can also be included here. It is worth noting that these representatives are based on the use of mechanisms of influence on society.
The Mastery or Stability strategy reflects the element of Earth. This policy mainly attracts people who need reliability. Its main concept is material exchange, as well as the desire for power and control. One of the key aspects is understanding the principles of the existing system, the application of which allows you to take charge and establish your own rules. Types: parent, creator, ruler. Mercedes and Chanel chose this model for the development of their brands.
Carl Jung clearly defined the "archetype" as a set of universal concepts, symbolic elements and images that evoke the collective unconscious. In simple terms, an archetype can be thought of as a character whose appearance is intuitively clear to each client. For example, a sage is a humble old man, and a hero is a strong and determined man.
Qualities, values, various characteristics and needs are described in the book of brand archetypes by psychologist Carol Pearson and marketer Margaret Mark "The Hero and the Rebel. Creating a Brand with Archetypes".
Increase Your Profits by 10X: 5 Key Metrics You Must Track
Alexander Kuleshov
Alexander Kuleshov
General Director of Sales Generator LLC
Read more posts on my personal blog:
After working with over 300 online Reason to Choose Our Database Service projects , I can guarantee: monitor these metrics weekly and your company will not only survive, but also increase its profits by 10 times!
In the context of sanctions and crisis, knowing the ROI of your advertising decides whether your business will be successful. Tracking these 5 critical indicators is the key to your prosperity.
What you get for free:
5 Key Metrics to Increase Profits by 220%
The Secret ROI Formula: Instant Advertising Efficiency Calculator
Anti-crisis Solutions Matrix: Find the Perfect Strategy for Your Business in 15 Minutes
We have prepared all the documents and templates with formulas for you. And yes, it is FREE:
Download documents for free
Already downloaded
153319
4 Archetype Strategies
Currently, there are 12 brand archetypes, grouped according to the following strategies:
The Expertise or Individualism strategy implies the air element. This is a theory of unlimited self-knowledge and self-improvement: development of spirituality, reasoning about the universe and the place of the individual in it, the desire to follow one's own path. This type includes such types as the innocent, the seeker and the sage. Famous examples of this type of strategy are McDonald's, Starbucks and Coca-Cola.
The Leadership Strategy , or Change , reflects the element of Fire. Its main distinguishing feature is the willingness to take risks, demonstrate mastery, strive to achieve significant results and reach heights. Within the framework of this policy, the following archetypes are distinguished: heroes, rebels and wizards - all those who preach new ideas, fight and change the world. Steve Jobs and Nike are definitely among them.
The Communication or Belonging strategy implies the water element. It is focused on interpersonal relationships, communication with people and a sense of harmony with like-minded people. It implies the archetypes of the fellow, the jester and the lover. Don Juan, the conqueror of women's hearts, is one of the bright representatives of this model. Henry Ford and his business management, as well as various comedians, can also be included here. It is worth noting that these representatives are based on the use of mechanisms of influence on society.
The Mastery or Stability strategy reflects the element of Earth. This policy mainly attracts people who need reliability. Its main concept is material exchange, as well as the desire for power and control. One of the key aspects is understanding the principles of the existing system, the application of which allows you to take charge and establish your own rules. Types: parent, creator, ruler. Mercedes and Chanel chose this model for the development of their brands.