Psychology of the Unconscious by C.G. Jung

The Rebel: Questions authority and breaks the rules the Rebel craves rebellion and revolution.

E xample brands include: Nike, BMW, Duracell

The Hero: On a mission to make the world a better place, the Hero is courageous, bold, inspirational.

Example brands include: IKEA, Home Depot, eBay

The Everyman: Seeks connections and belonging is recognized as supportive, faithful and down-to-earth.

Example brands include: Coca-Cola, Nintendo Wii, Dove

The Innocent: Exhibits happiness, goodness, optimism, safety, romance, and youth.

There are twelve brand archetypes: The Innocent, Everyman, Hero, Outlaw, Explorer, Creator, Ruler, Magician, Lover, Caregiver, Jester, and Sage. As it applies to brand, this idea of archetypes is fairly universal and may be particularly effective as an orienting tool for brand managers looking to focus the efforts of their team. When properly identified, brand archetypes will reflect the personality of brands and serves to better align personality type with specific Customer Personas. “These are imprinted and hardwired into our psyches.” Further, that these categories exhibit personality traits that are easily understood-and in the case of brands, by customers and by the companies looking to define their customer audiences. And that these paths to greater understanding should be categorized. In this work, Jung maintained that over the course of all time, for people, certain paths to greater understanding remain both recognizable and timeless. As a result of his research, Jung stated: “There are forms or images of a collective nature which occur practically all over the earth as constituents of myths and at the same time, as individual products of unconscious.” Brand Archetypes defined: Noted psychologist Carl Jung (pronounced: “yoong”) theorized that humans use symbolism to more easily understand complex concepts.

Psychology of the Unconscious by C.G. Jung