Brand archetypes what are they

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Dear reader archetype comes from the Greek: archein is “original” and typos “standard, type”. Archetypes are a pattern responsible for shaping people, objects, concepts and creations in general. In the case of brand archetypes, they conceptualize the communication of a company, product or service. Jung, the creator of these bichin, believed that the archetypes represented the main basic motivations of the human being: values, assumptions, personality traits and general beliefs that would be divided into 12 types that, in turn, were spread around the world.

Vision values personality! Generate brand recognition and stand out in the market! Example: When you buy a Harley Davidson, you are not just paying for a two-wheeler. Starbucks coffee is not the same as the coffee shop Country Email List around the corner. Because? Because these brands have built such a strong personality to the point of selling a lifestyle. Jung's 12 Brand Archetypes the innocent It's that optimistic person, who believes in happiness and a fair world where everyone can be what they want . It is correct and ethical. Get confidence. He wants to be in paradise and his biggest fear is being punished for a mistake.



It conveys positive and hopeful ideas for the brand using simple, nostalgic imagery. Example of brands with this archetype: Johnson and Johnson the explorer Independent, restless, always looking for new experiences. The courage to take risks and the pursuit of excitement makes your journey more important than your destination. This archetype is well associated with Generation Y, which does not tolerate social constraints and the routine of everyday life. When the Explorer is active in a brand, it convinces the consumer to discover new worlds and appreciate their individuality.