Carl Jung was the founder of analytical psychology. In studying him, he came to the conclusion that there are certain unconscious collective patterns that we can all understand regardless of our culture, language, or historical moment : Jung's archetypes. Jungian archetypes and marks These are present from the oldest mythology to the most recent movies. Being such an important part of our mind, they make it easy for us to relate to them. That's where brands come in.
The most powerful have very well defined archetypes that facilitate emotional connection. These give the brand personality and help it make deep sense to people . The Clipping Path Service 12 archetypes of Jung by categories Archetypes of knowledge and discovery: The innocent It appeals to our “inner child”: it is nostalgic, utopian, optimistic and a dreamer. He wants to do the right thing and seeks to be happy, free from worries. Find something good in everything and everyone, and it is related to the simple pleasures of life. His biggest fear is being punished for doing something wrong. Example: Coca-Cola The Explorer He loves freedom, independence, adventure and discovering new things. He is constantly looking for new experiences, he flees from conformism, routine and boredom.
He is true to himself, he wants to live a full and authentic life. It is usually found in brands that help people feel free, follow their hearts or undertake projects. Example: Red Bull The wise His main interest is to understand the world, to discover the truth behind things. You are analytical, self-reflective, intelligent, independent, researcher, expert, planner, and counselor. Motivate others to think. He is a perfectionist, does not like ambiguity and hates misinformation. It is usually found in brands of universities and some media, as well as those that are leveraged in research and development.