The brand strategists’ toolkit 15: Brand archetypes

Brand archetypes are based on Carl Jung’s theory of a “collective unconscious”: everyone has a second psychic system that is identical in every human being.

Brand archetypes are the Santa Claus of brand strategy: you either believe in them or you don’t. There isn’t really much of a middle ground. I’ve worked with clients for whom archetype theory was a critical tool for brand positioning (and Margaret Ma