Brand Archetypes
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Brand Archetypes
Role and manifestation in categories, brands and
consumers
Murli Mohan Rao (c)1
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The human brain is constantly
processing information and
making sense of the outside world
for us
We would have all asked
ourselves the question at some
point of time in life … ‘How
does the brain do all this’
Murli Mohan Rao (c)
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The answer lies in its ability to store and
process information in the form of easily
identifiable ‘metaphors’ … e.g.
‘TREE’ for Resilience
‘TIGER’ for Brave
‘RABBIT’ for Softness
These metaphors establish meaning and
relevance at a sub-conscious level
Murli Mohan Rao (c)
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These metaphors are what we
commonly refer to as
Murli Mohan Rao (c)
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Archetypes are:
Personified symbols that allow the conscious
mind to access subconscious desires,
meanings and truths
A symbol or image derived from collective
experience of humanity and which is present
in the subconscious mind of the individual
Murli Mohan Rao (c)
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Hence,
Archetypes speak the language of the mind, as
they emanate from subconscious feelings and
desires
Connect with customers in a deep and
profoundly meaningful way
Murli Mohan Rao (c)
Archetypes therefore
Are the most powerful and efficient means of
communication, especially when building the
foundation for the brand
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7Murli Mohan Rao (c)
This theory was propounded by Carl
Jung and built upon by Carol Pearson
Carol Pearson created a system of 12
archetypes … these archetypes put a
human face on elements and allow us
to better understand the metaphors
that are used by the human brain to
store and retrieve information
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The Hero
• Warrior• Competitive• Aggressive• Principled• Winner• Idealist• Proud• Brave
The Creator
• Innovative• Imaginative• Artistic• Experimental• Risk taker
The Explorer
• Adventure seeker
• Restless• Fearless• Seeks
excitement
The Outlaw
• Rebellious• Shocking• Outrageous• Disruptive• Feared• Powerful
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10The Lover
• Intimate• Sensual• Passionate• Seductive• Erotic
The Jester
• Clown• Trickster• Playful• Joyful• Takes things
lightly
The Caregiver
• Altruistic• Selfless• Nurturing• Compassionate• Empathetic
The Everyman
• Not pretentious
• Sharp shooter
• People oriented
• Reliable• Dependable
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The Sage
• Thinker• Philosopher• Reflective• Expert• Advisor• Teacher• Confident• In Control
The Ruler
• Manager• Organizer• Productive• Confident• Responsible• Role Model
The Magician
• Healer• Spiritual• Holistic• Intuitive• Rituals• Catalyst
The Innocent
• Wholesome• Pure• Trusting• Honest