Archetypes are timeless, cross-cultural symbols that are part of our collective unconscious and create instant identification. They unite image + emotion, working like a compass, always pointing to the brand’s north.
The benefits of their application include:
For customers: a clearer brand image, leading to stronger engagement between the consumer and the brand.
For companies: by identifying the deep human truth underlying the brand, they understand who they really are, giving meaning to all aspects of the business and providing a consistent, long-run plan to rely on.