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Video: A Guide to the 12 Brand Archetypes

Posted on September 14th, 2021

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… Read more→

Posted in Articles & White Papers, Blog, ODEATagged brand archetypes, branding, Marketing
brand archetypes

Entrepreneur and Family Business Councils at DePaul University
Driehaus College of Business

1 E. Jackson Blvd. Suite 7900 Chicago, IL 60604

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