A little over a year ago I was fascinated by a presentation about the archetypal approach to brands. The archetypal approach to brands was not new in itself. But the way in which archetypal brands were connected to modern insights into how consumers make decisions was.
The idea of archetypes comes from Jung . He stated that we all carry the contours of archetypes within us, in our collective unconscious. In the course of evolution, they have ended up in our DNA, because we all share the same experiences with archetypes. For example, 'the Mother' and 'the Child' are archetypes that we carry with us because people of all times have had to deal with mothers and children. They are primal images that we carry within us.
People, places, stories and situations can evoke an archetype. The experience of the archetype is more intense than a normal experience and affects us more than a non-archetypal heavy construction contractors email list character. That is why roles in films, for example, are often based on archetypes. Batman the classic hero and his antagonist The Joker, the evil jester. The emotion that an archetype evokes is more intense.
Archetype and archetypal characters
Below I have illustrated which archetypes we can distinguish. There are also all kinds of archetypal characters that resemble the basic types from the first column (see the diagram below). I have placed them there. For example, the basic type of Innocent can manifest itself in different characters such as the Child, the Dreamer and the Idealist.
Each archetypal character satisfies a need in us. The Innocent appeals to our longing to live life without inhibitions and to be able to enjoy it to the fullest. We want to experience paradise. As a child we are curious about the world around us, which amazes us, gives us pleasure and love. Curiosity, pleasure, love are therefore end values that belong to this archetype. An end value therefore satisfies that deeper need.