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Brand Archetypes - Page 2 of 2 - 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.

by Guest Author

Brand Archetypes

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)’

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