Archetypes: The Revolutionary

Posted Leave a commentPosted in Archetypes

Revolutionary, rebel, outlaw and even villain. The names associated with the archetype are not very flattering, but this doesn’t mean it has a negative approach. Think about how revolutionary minds are important to our society’s evolution and how ‘outsiders’ are irresistibly seductive.  Honestly, who doesn’t like to break some rules every now and then? While […]

Archetypes: The Hero

Posted 1 CommentPosted in Archetypes

Courage, determination and strength. From Hercules to Superman, going through Luke Skywalker, and all the heroes from comics and fiction, the archetype embodies these values in an inspiring, admirable way. The Hero motivates us to overcome limitations, believe in ourselves, fight for noble causes and make the world a better place. Along courage comes a […]

Archetypes: The Sage

Posted 1 CommentPosted in Archetypes

The Sage believes that knowledge is never enough. Maybe it is one of the easiest archetypes to define since it is instantly associated with figures such as the professor, the specialist, the researcher, the detective or the “geek”. However, this search for knowledge has a deeper motivation as he thinks only the truth set us […]

Archetypes: The Explorer

Posted Leave a commentPosted in Archetypes

A person that goes on a journey to find his own identity. That’s the perfect translation of the Explorer archetype. Freedom, independence and authenticity are amongst the most important values of those who identify with the symbol, besides a great urge for individualism and to be ‘himself’. The Explorer loathes the idea of conformity, of […]

Archetypes: The Innocent

Posted 1 CommentPosted in Archetypes

Starting this week, I will talk about each of the 12 archetypes and their application to the fashion and beauty industries. Let’s begin with the Innocent! The Innocent is the optimist who believes in kindness, in the beauty of dreams and that everything always turns out fine. He is hopeful and aspire to live in […]

Archetype Branding Books

Posted Leave a commentPosted in Archetypes

Interested in reading more about archetypes and their application to branding strategy? Here goes a list of the essential titles about the subject. Enjoy! The Hero and The Outlaw – Margaret Mark and Carol S. Pearson: this is the “bible” of archetype branding and the first title that brought the subject up in a practical […]

Archetypes: How to Use – Part 2

Posted 1 CommentPosted in Archetypes

In the last post, I talked about methodologies of archetype application and why I believe it’s better than traditional methods of brand identity building. If you have read about Chanel, Alexander McQueen, Ralph Lauren etc. and their respective archetypes (Lover, Creator, Ruler), must be wondering: what it means? So let’s go for it! Margaret Mark […]

Paul Smith: The Art of Cool

Posted Leave a commentPosted in Archetypes

If you have ever stepped into a Paul Smith store probably remembers that feeling of “cabinet of curiosities”: amongst fun objects, photographs, paintings, books etc., one can find tailored suits and smart cut pieces with his unmistakable signature of colourful stripes and irreverent print. The designer embodies the English eccentricity in a way that few others […]