Monthly Archives: June 2016

Brand Archetypes

It all began in 1919 when psychologist, Carl Jung, introduced the term archetype. In 2001 “The Hero and The Outlaw” by Margaret Mark applied archetypes to marketing and branding for the first time. Following are the archetypes and commercial examples. The Innocent . . . to be happy, do things right Red Cross and Coca-Cola The Explorer . . . to experience a better, more authentic, more fulfilling life National Geographic and NASA The Sage . . . the discovery

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