Marketing Idea No. 118 – Brand Archetypes

An archetype is a generic, idealized model of a person, object, or concept from which similar instances are derived, copied, patterned, or emulated. Its most famous proponent is swiss psychologist Carl Jung who used “Archetypes” to explain personality. According to him, no matter from which society legends or characters are created from, at the end they all share some common characteristics.

His archetype research was put into action later from Hollywood (Joseph campbell introduced this line of thinking to his scriptwriters who used it to create the immortal characters of Star Wars) to advertising (Leo Burnett used the archetypes to create the iconic Marlboro Man).

Taking inspiration from that line of thinking, brands are often considered as persons to make brands look and feel real enough so that customers can connect and interact with a brand just like they bond with a human being. And hence we arrive at “Brand archetypes” – the latest “in” thing in branding.

What is this brand archetype and how can it help create strong and unique brands?

Well if you strip everything down from a strong brand, at its heart lies a story – which distinguishes itself from all other brands. These archetypes help you create or hold on to that story. These archetypes are stereotypes and represents the commonly held characteristics that any brand should possess. If your brand resembles any of these, then you know you are in right track.

To know about the archetypes and its details, as well to check whats your archetype, go and visit

1 Comment
  1. Marc DUGRIS 13 years ago

    Hi, this is a very strong concept in brand building.
    Some companies are working on it for a long time.

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