Archetype
Archetype is a universal brand matrix. Archetypes are universal ways of organizing human experience, repeating imprints of subjective reactions.
The main archetypes
The main archetypes are formed by: belonging and pleasure, independence and fulfillment, risk and mastery.
There are 12 archetypes:
Caregiver/Orphan/Warrior/Innocent/Creator/Lover/
Destroyer/Seeker/Ruler/Jester/Wizard/Sage
Philosophical Underpinnings
Based on the work of Jung, Carol Pearson created a matrix of twelve
archetypes that position the unconscious in an image.
Studying Pearson’s archetypes allows you to:
• Better understand the brand’s journey
• Increase communication between the “conscious” and “unconscious”of the consumer
• Give the brand more meaning and self-sufficiency
• Inspire and motivate
• Deal effectively with “difficult” people
• Have greater flexibility in choice
• Be more effective (efficient) in understanding the brand’s strategy
• Create a balanced organizational culture
• Create a brand personality that matches the values and voice of the brand
• Create loyalty from consumers
Archetypes are the link between the inner "child" and the inner "parent". Together, these archetypes form a cycle, a "society", which allows the individual to express himself in a given situation. When these archetypes are awakened in an organization, the brand is ready to make a statement.
Legacy
A brand is a vision and a strategy for positioning functional characteristics, meaning and values. It is necessary to identify and effectively use these elements of the brand essence, for this it is necessary to be fluent in the visual and verbal language of archetypes. The creators of outstanding brands intuitively came to understand this paradox. Significant brands understand that their popularity is not only quality or success, but also, creation, a constant outflow to the “memories of the old” – a unique and convincing unconscious meaning.
