The doctrine of archetypes is the legacy of psychology
Posted: Sun Jan 19, 2025 4:03 am
Do you want to be recognized by more than just your logo? Do you want consumers to automatically form the image you want? Then your brand needs a holistic image that reflects your values — and, most importantly, their alignment with your customers’ values!
For proper promotion, including reputational, a company must understand its role in society. Not the banal "Production / Sales / Earnings", but something more mongolia company email list fundamental. What kind of environment it creates around itself. How it positions itself. How it communicates with the audience. All this can be collected separately - or you can choose a ready-made holistic model. Scientifically speaking, an archetype. This is like a set of key characteristics of a game character. Basic settings that you can develop towards individuality. If you do everything right, you will be recognized not only by your logo, but by an emotional response. This is a completely different level of connection.
The credit for creating the doctrine of archetypes goes to Carl Jung. At the beginning of the last century, he put forward the idea of the existence of a symbolic-figurative system that is the same for all people, regardless of cultural and ethnic characteristics. Such sets of symbols and images, Jung believed, largely determine the characteristics of behavior, reactions to different situations, and manifestations of feelings. Moreover, what is especially important is that archetypes are not acquired personality traits, but innate ones, reflecting the work of the collective unconscious.
In the context of marketing tasks, in particular branding, the concept of archetypes began to be used in the late 90s, when the book "The Hero and the Rebel. Creating a Brand with Archetypes" was published. Its authors - a marketer and a professional psychologist - harmoniously transferred the theses of Carl Jung to marketing tasks. And the idea of using the archetype system quickly became popular, it became actively interesting as a method for creating a strong brand. The reason for such a growth in popularity is that through archetypes it was possible to clearly explain how a business can emphasize its individuality and establish strong relationships with the audience.
Having defined its archetype, the brand will be able to create creative promo concepts more easily and effectively, broadcast the chosen "Tone of Voice", its main features and distinctive traits. The main task here is to create a bright and strong association in the consumer's head. And through such an association, to be firmly remembered.
For proper promotion, including reputational, a company must understand its role in society. Not the banal "Production / Sales / Earnings", but something more mongolia company email list fundamental. What kind of environment it creates around itself. How it positions itself. How it communicates with the audience. All this can be collected separately - or you can choose a ready-made holistic model. Scientifically speaking, an archetype. This is like a set of key characteristics of a game character. Basic settings that you can develop towards individuality. If you do everything right, you will be recognized not only by your logo, but by an emotional response. This is a completely different level of connection.
The credit for creating the doctrine of archetypes goes to Carl Jung. At the beginning of the last century, he put forward the idea of the existence of a symbolic-figurative system that is the same for all people, regardless of cultural and ethnic characteristics. Such sets of symbols and images, Jung believed, largely determine the characteristics of behavior, reactions to different situations, and manifestations of feelings. Moreover, what is especially important is that archetypes are not acquired personality traits, but innate ones, reflecting the work of the collective unconscious.
In the context of marketing tasks, in particular branding, the concept of archetypes began to be used in the late 90s, when the book "The Hero and the Rebel. Creating a Brand with Archetypes" was published. Its authors - a marketer and a professional psychologist - harmoniously transferred the theses of Carl Jung to marketing tasks. And the idea of using the archetype system quickly became popular, it became actively interesting as a method for creating a strong brand. The reason for such a growth in popularity is that through archetypes it was possible to clearly explain how a business can emphasize its individuality and establish strong relationships with the audience.
Having defined its archetype, the brand will be able to create creative promo concepts more easily and effectively, broadcast the chosen "Tone of Voice", its main features and distinctive traits. The main task here is to create a bright and strong association in the consumer's head. And through such an association, to be firmly remembered.