Brand Archetypes

Role and manifestation in categories, brands and

consumers

Murli Mohan Rao (c)1

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The human brain is constantly

processing information and

making sense of the outside world

for us

We would have all asked

ourselves the question at some

point of time in life … ‘How

does the brain do all this’

Murli Mohan Rao (c)

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The answer lies in its ability to store and

process information in the form of easily

identifiable ‘metaphors’ … e.g.

‘TREE’ for Resilience

‘TIGER’ for Brave

‘RABBIT’ for Softness

These metaphors establish meaning and

relevance at a sub-conscious level

Murli Mohan Rao (c)

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These metaphors are what we

commonly refer to as

Murli Mohan Rao (c)

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Archetypes are:

Personified symbols that allow the conscious

mind to access subconscious desires,

meanings and truths

A symbol or image derived from collective

experience of humanity and which is present

in the subconscious mind of the individual

Murli Mohan Rao (c)

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Hence,

Archetypes speak the language of the mind, as

they emanate from subconscious feelings and

desires

Connect with customers in a deep and

profoundly meaningful way

Murli Mohan Rao (c)

Archetypes therefore

Are the most powerful and efficient means of

communication, especially when building the

foundation for the brand

7Murli Mohan Rao (c)

This theory was propounded by Carl

Jung and built upon by Carol Pearson

Carol Pearson created a system of 12

archetypes … these archetypes put a

human face on elements and allow us

to better understand the metaphors

that are used by the human brain to

store and retrieve information

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The Hero

• Warrior• Competitive• Aggressive• Principled• Winner• Idealist• Proud• Brave

The Creator

• Innovative• Imaginative• Artistic• Experimental• Risk taker

The Explorer

• Adventure seeker

• Restless• Fearless• Seeks

excitement

The Outlaw

• Rebellious• Shocking• Outrageous• Disruptive• Feared• Powerful

10The Lover

• Intimate• Sensual• Passionate• Seductive• Erotic

The Jester

• Clown• Trickster• Playful• Joyful• Takes things

lightly

The Caregiver

• Altruistic• Selfless• Nurturing• Compassionate• Empathetic

The Everyman

• Not pretentious

• Sharp shooter

• People oriented

• Reliable• Dependable

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The Sage

• Thinker• Philosopher• Reflective• Expert• Advisor• Teacher• Confident• In Control

The Ruler

• Manager• Organizer• Productive• Confident• Responsible• Role Model

The Magician

• Healer• Spiritual• Holistic• Intuitive• Rituals• Catalyst

The Innocent

• Wholesome• Pure• Trusting• Honest