The archetype methodology is used by successful brands to help them stand out from the competition and segment markets by human profiles. This way they are able to attract ideal clients by tailoring their marketing and communication efforts to intentionally appeal to their potential client’s most inner desires.
Archetypes are also used by coaches to empower their clients transforming inner self-doubts into clarity and achieve personal growth.
The most modern theory on archetypes is inspired by psychologist Carl Gustav Jung who said that each archetype represents the collective unconscious that all human beings share.
Each archetype represents a clear identity, with its motto and its own set of characteristics, values, desires, fears and behaviors.