Video: A Guide to the 12 Brand Archetypes
Archetypes are based on Swiss psychologist Carl Jung's theory that humans have a basic tendency to use symbolism to understand concepts. Jung identified 12 archetypes, each with its own set of characteristics, values, attitudes and behaviors.
The advertising and marketing industry has applied that concept to create brand archetypes. Every company can relate to one of these 12 models to help define their brand.
Watch the video below to learn more.