Do you know your brand’s archetype?
Why do certain brands appeal to you, make you want to buy them, make you laugh, feel good about yourself, make you feel happy, feel beautiful?
According to a popular, and effective, marketing strategy based on the archetype, it’s because these brands are built around a personality and certain personalities appeal to us more than others.
So what is this archetype-thingy?
Almost all brands that you feel such a bond with are built with a solid alignment to an archetype. They are grounded in decades of psychological research and have their roots in Greek Mythology. Archetypes are not new. They stem from the work of well-known psychologist Carl Jung. Jung described archetypes as universal collective patterns of the unconscious. He believed everyone shares and understands these themes, regardless of culture or language, because they are an undercurrent to all humanity.
In marketing they are a popular tool for personifying brands.
