Arche... what? Get to know archetypes and what they have to do with brands
Posted: Sat Dec 21, 2024 5:17 am
You may have noticed that even the most distant cultures share myths and stories similar to our own. Why is that? A Swiss psychologist has found the answer.
Carl Jung was the founder of analytical psychology. In his research, he came to the conclusion that there are certain unconscious collective patterns that we can all understand regardless of our culture, language or historical moment : Jung's archetypes.
Jungian archetypes and brands
These are present from the oldest mythology to the most bahrain email list 191152 contact leads recent films. Being such an important part of our mind, they make it easy for us to relate to them.
That's where brands come in. The most powerful ones have very well-defined archetypes that facilitate emotional connection. These give the brand personality and help it have a deeper meaning for people .
Jung's 12 archetypes by categories
Archetypes of knowledge and discovery:
The innocent
It appeals to our “inner child”: it is nostalgic, utopian, optimistic and dreamy.
He wants to do the right thing and seeks to be happy, free of worries.
Finds something good in everything and everyone, and is related to the simple pleasures of life.
Their biggest fear is being punished for doing something wrong.
Example: Coca Cola
The explorer
Loves freedom, independence, adventure and discovering new things.
He is constantly looking for new experiences, fleeing from conformity, routine and boredom.
He is true to himself and wants to live a full and authentic life.
It is often found in brands that help people feel free, follow their hearts or undertake projects.
Carl Jung was the founder of analytical psychology. In his research, he came to the conclusion that there are certain unconscious collective patterns that we can all understand regardless of our culture, language or historical moment : Jung's archetypes.
Jungian archetypes and brands
These are present from the oldest mythology to the most bahrain email list 191152 contact leads recent films. Being such an important part of our mind, they make it easy for us to relate to them.
That's where brands come in. The most powerful ones have very well-defined archetypes that facilitate emotional connection. These give the brand personality and help it have a deeper meaning for people .
Jung's 12 archetypes by categories
Archetypes of knowledge and discovery:
The innocent
It appeals to our “inner child”: it is nostalgic, utopian, optimistic and dreamy.
He wants to do the right thing and seeks to be happy, free of worries.
Finds something good in everything and everyone, and is related to the simple pleasures of life.
Their biggest fear is being punished for doing something wrong.
Example: Coca Cola
The explorer
Loves freedom, independence, adventure and discovering new things.
He is constantly looking for new experiences, fleeing from conformity, routine and boredom.
He is true to himself and wants to live a full and authentic life.
It is often found in brands that help people feel free, follow their hearts or undertake projects.