Archetypes in Marketing: Part 2

When a brand acquires an archetype as a background for representation, relation and expression, it becomes a unit of an individual myth a company or a person represent to the audience. Put in simple terms, it means that a particular ‘scenario’ is expected from such a brand. An individual myth becomes a determinant of further decisions, behavioral patterns, and translation of values and priorities embedded in business performance. Otherwise, this bran may lose it power and result in decay.

As I have already mentioned Carl Jung developed a range of archetypes, and their diversity expands with the course of evolution of our society. Yet, Jung identified four crucial archetypes, namely, the Self, the Persona, the Shadow and the Anima/Animus. These are the core of Jungian archetypal theory, whereas there are 12 basic mythical archetypes Jung expanded his theory with: Ruler, Creator/Artist, Innocent, Rebel, Explorer, Hero, Sage, Everyman, Lover, Wizard, Jester, and Caregiver. Let me given you several examples of well-known archetypes that work as mythical story, heartbeat and major gem of globally recognized and successful companies.

For instance, the archetype of Rebel is marvelously represented by the values and philosophy of Harley Davidson. Its core priority is freedom and breaking the rules for its sake – and this is exactly the core of the given archetype. Moreover, it is definitely a catalyst of paradigm shifts and changes – and the brand beautifully responds to such a challenging nature of the archetype. Another example of a Rebel brand is Diesel.

Now let us explore a bit the archetype of Lover. It can be quite evident that such brands as Victoria’s Secret are a vivid example of embodiment of this archetype as far as they trigger sexual emotions and excitation, represent seduction and exquisite pleasure. Nonetheless, potential for embodiment of the given archetype expands farther than lingerie and sexual appeal of female dresses or perfume. One more of renowned worldwide brand with the given archetype at its core is Godiva Chocolatier. Surprised? Naturally, it is not so evident, but look here: the Lover expresses pleasure, and pleasure can be of various kinds. Delicious chocolate is always a seduction, and, therefore, the brand actively adds symbols of temptation and luxury of sensations to their communication with customers. They create that blissful atmosphere of delight and liberty of desires that only archetype of Lover can provide.

Branding is multidimensional and complex. And so are archetypes. Their use is obligatory for success nowadays.

To be continued …