The Power of Brand Archetypes in

Marketing

Carl JungCarl Jung, a 20th century psychiatrist, developed

an understanding of archetypes as being “ancient or archaic images that derive from the collective unconscious.

A limitless amount of archetypes exist in brand marking, literature, film.

Why??!

The Creator

Core Desire: To create something of enduring valueGoal: To give form to a visionReal Life Studiobanks Example: Reaching Quiet's website is a reflection of the firm's forward-thinking products and innovative designs.

Think: Lego, Movado, Crayola

CaregiverGoal: To help others

Real Life Studiobanks Example: In partnership with BooneOakley, we tapped into our inner Caregiver to create JapanSaver.com, a site designed to sustain awareness and encourage donations to the earthquake and tsunami victims.

Think: Marriott, Johnson’s Baby Shampoo, GE

The OutlawCore Desire: To seek revenge or start a

revolutionGoal: To destroy what is not working (for the Outlaw or the society)Real Life Studiobanks Example: As one of NASCAR's top drivers, Greg Biffle has a reputation to live up to. His site is unconventionally sleek and helps him flaunt his rebel persona.

Think: Harley-Davidson, Jack Daniels…

Now, for your assignment…