A primer on archetypes​




We conduct workshops in brand archetypes to train and facilitate teams on how to discover and utilize archetypes in brand development and messaging. Here are some basics:


  • Archetypes are core narratives with deep universal meaning.
  • Archetypes exist in the psyche and in the world as compelling images of a collective nature that occur everywhere.
  • Their existence comes from myths, legends, first imprints, ritual, historical experiences of life stages, initiations. They are the tangible products of unconscious origin (C.J. Jung)
  • Archetypes are recurring patterns of deep significance found in our universal stories whose themes, symbols, and imagery are an inherent part of the human psyche.
  • Brands that are based upon archetypes are more meaningful, memorable, and expansive, attracting consumers at key moments in their need and life stages.
  • The right archetype creates a brand that is psycho-culturally alive.
  • “An irresistible attraction happens when a brand is consistent with an archetype that is dominant or emerging in consumers’ consciousness” (Mark & Pearson, 2002).
  • To know that an archetype is in effect, some evidence of emotional affect, such as yearning, longing, a tightening of the throat, palpable feelings, watering of the eyes, or involuntary response must be present.
  • Archetypes are shortcuts to resonance and meaning.
  • The optimum archetype is the soul of the brand connected to the DNA of consumers.
  • Following the Mark-Pearson- Marr system based upon Jungian archetypes, we use 12 core archetypes: Caregiver, Ruler, Creator, Everyman, Lover, Jester, Innocent, Explorer, Sage, Magician-Transformer, Hero, and Outlaw.



Each of the 12 archetypes for transformation and branding will be described in future posts.​