Archetype #2
“There are exactly as many archetypes as there are typical life situations.” Jung. Continuing the theme of Archetypes, I would like to emphasize the relevance of brands in today’s struggle for individuality. In the previous article, we defined 12 types, but how are they grouped in turn and by what main parameters?
I will give an example of several well-known brands that correspond to each archetype:
Independence and fulfillment
1. Seeker (Explorer) – Jeep (Encourages adventure and the spirit of exploration)
2. Innocent – McDonald’s (Happiness, simplicity and nostalgia for childhood)
3. Sage – BBC (Seeks and shares knowledge, truth and wisdom)
Risk and mastery
4. Recognition – Under Armour (Strives for achievement and recognition in sports)
5. Hero – Gatorade (Empowers athletes to push boundaries and achieve greatness)
6. Rebel – Diesel (Non-conformist, bold, and challenges societal norms)
7. Magician – Tesla (Transforms technology and creates futuristic innovations)
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.
Belonging
8. Belonging (the average person) – Target (approachable, stylish, and appealing to the average consumer)
9. Nice Guy (the average person) – Budweiser (outgoing, friendly, and approachable)
10. Lover – Victoria’s Secret (sensuality, romance, and beauty)
11. Jester – Old Spice (playful, humorous, and entertaining advertising)
12. Caring (the caregiver) – Dove (encourages self-care, body positivity, and kindness)
Risk and skill
14. Maker – Lego (fuels imagination, creativity, and dream fulfillment)
15. Ruler – Mercedes-Benz (luxury, authority, and dominance in the auto industry)
