Just as human beings have individualities, worldviews and values, companies also need to develop some attributes to create real connections with the audience.
Brand archetypes are great ways to practice humanization and generate good marketing strategies based on emotional triggers.
Companies that have a well-defined identity and know how cayman islands email list 26689 contact leads to communicate using the best of their attributes, gain the public's trust much more easily, in addition to positioning themselves as the best option in the purchasing decision-making processes .
To define aspects such as the archetype and go beyond, developing behavioral practices and brand positioning, it is important to understand what the main ones are and how each of them has been used by big names in the market.
If you want to learn more about this fascinating topic, keep reading!
What is a brand archetype?
The word archetype comes from the Greek: “ archein ” means original and “ typo ” means standard, type, therefore, the archetype is a standard that serves as a model for people, objects, concepts and creations in general .
The theory was developed by the psychiatrist and psychotherapist named Carl Jung, who also founded analytical psychology and described the concept of the collective unconscious.
According to him, the collective unconscious is a kind of union of inherited materials (transmitted from generation to generation) that contain characteristics common to all people.
According to Jung, archetypes represent the basic motivations of human beings : values, premises, personality traits and general beliefs that are divided into 12 types and are spread throughout the world.
They, in turn, are fundamental to the experience and evolution of the human being, in addition to provoking emotions and generating connections between one individual and another .
The concept quickly began to be applied in neuromarketing studies around the 1980s, but it only spread throughout the world at the beginning of the 21st century.
Authors Carol S. Pearson and Margaret Mark wrote a book called "The Hero and the Outlaw," presenting the application of archetypes in marketing and advocating for their use to help brands have greater purpose and create true connections with consumers .
Nowadays, they are often related to studies of Branding , visual identity and development of successful brands.
What is the impact of brand archetypes?
Think of someone with a strong personality and someone who doesn't know how to position themselves, which of the two is more likely to be remembered, associated or mentioned when watching a movie, seeing a product or even talking to someone?
