Harnessing The Power Of Brand Archetypes
June 1, 20162 min
The most famous brand archetype success of all time is also the most documented.
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Brand Archetypes - Branding Strategy Insider
By definition a brand archetype is a universally familiar character or situation that transcends time, place, culture, gender and age. It represents an eternal truth more than just a (stereotypical) manifestation; a start point more than the finishing line and a brand’s bedrock more than the characters in its advertising. With the brand personality the brand archetype gives a brand a more human feel. Brand archetypes include the pioneer, the wizard, the scientist, the sage and the artist. We explore 22+ common archetypes with our clients.
Archetypes Wield Power For Brands
July 10, 20152 min
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.
Brand Archetypes Defined
January 23, 20142 min
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 –...
Brand Strategy And Jung’s Archetypes
March 20, 20134 min
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.
Using Archetypes To Build Stronger Brands
December 6, 201010 min
‘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)’