- Archetypes in Branding & Marketing: A Thread -

Archetypes can manifest in individuals, but they can also manifest in collectives: in ideas, in images. They are used in literature, film, and also branding. In this thread I& #39;ll go through each 12 archetypes defined by Jung.
The 12 archetypes all have their own goals and motives, but there are four categories in which they can be grouped:

1. Those that seek to provide a structure.
2. Those that seek paradise.
3. Those that seek to leave a mark.
4. Those that seek connection.
- Structure Providers: The Creator -

The creator seeks innovation. It seeks to create something new and exceptional. Brands that use this archetype usually encourage pursuit of originality: Lego & Adobe are examples. They often use yellow, white, red, purple, black as colours.
- Structure Providers: The Ruler -

The Ruler or the King seeks control, power, refinement, high status, and dominion. The message of these brands often is: "Achieve & reward yourself". They often use gray, black, toned blues, dark reds. Examples: Mercedes Benz, Rolex, Jaguar.
- Structure Providers: The Caregiver -

Also known as the mother archetype, or the nurturer archetype is motivated by service, care, altruism, and compassion. In branding they send a: "Everyone deserves care" message. Gray, & blue colours. Examples: Johnson-Johnson, UNICEF, TOMS.
- The Paradise Seekers: The Innocent -

Innocents are motivated by safety, simplicity, purity, and positivity. These brands usually portray wholesome, feel good spirit. It is common in cosmetic brands: Nivea, Aveeno, Dove all embody this archetype. Coca-Cola belongs here too.
- The Paradise Seekers: The Sage -

Sage seeks the truth & understanding. It wants to guide, & help others reach wisdom, & knowledge. Embodying higher principles & virtues is important for it. Universities, educational channels use this archetype. Google also uses it.
- The Paradise Seekers: The Explorer -

The Explorer pushes beyond comfort zone. It seeks freedom & excitement. The brands use this archetype when they want to make people feel thirst for adventure, of exploring what is "out there". Examples: Northface, Jeep, Patagonia, Red Bull.
- The Mark Leavers: The Outlaw -

Outlaw is a revolutionary, and often an anarchist. They stand for change, disregard for rules, revenge, & change. The brands that embody it try to shock, & reject the "standard life". Examples: Harley Davidson, Diesel, Virgin.
- The Mark Leavers: The Magician -

Magician seeks to make dreams come true, often through almost mystical ways. Magician brings a transformation. They show a vision for the future. Belief, discovery & connection with transcendent are its marks. Examples: Spacex, Tesla, Disney.
- The Mark Leavers: The Hero -

Heroes prove themselves through determination, and courage. They seek to become stronger, better, and to prove people wrong. Hero overcomes challenges & is recognised for it. Brands that use this archetype: Fedex, Adidas, Nike, Ariel, Snickers.
- The Connection Builders: The Everyman -

Everyman wants to belong, blend in and simply be like everybody else. They seek fellowship, inclusion, & connection. These brands usually align with basic, general values that appeal to most people. Examples: IKEA, Target, Kitkat, Visa.
- The Connection Builders: The Jester -

Jester or Trickster is fun and optimistic. They are the comedians & desire to bring light & laughter. These brands often promote good times, make people laugh, & invite to "loosen up" a little. Examples: Old Spice, M&Ms.
- The Connection Builders: The Lover -

Lover promises intimacy, and desires to be desired. They offer sensuality, pleasure, beauty, closeness, & affection. These brands use sensual, erotic, language & images. Example: Alfa Romeo, Magnum, Chanel, Victoria& #39;s Secret, Bailey& #39;s.
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