How brands can take a lesson from literature

At the turn of the 20th century, the Swiss Psychiatrist Carl Jung studied the human condition and concluded that we all act the way we do because we map back to a series of shared experiences. He assigned these experiences to 12 categories. Today, branding experts have stretched archetypes to apply to companies that exhibits certain traits. Thinking about you and your competitors in terms of archetypes can help you find differentiation.

Chart 1 - Types of Archetypes

Chart 2 - Explanation of Archetypes

Chart 3 - Brands and Archetypes

-Kai D. Wright