By Andre Somov

Branding Archetypes

What are Branding Archetypes? Archetypes are personified symbols that allow the conscious mind to identify with, or access, subconscious desires, meanings and truths. Archetypes represent our aspirations, not just in a material sense, but in a more mystical or spiritual sense. Archetypes instill meaning into brands and are naturally genuine and authentic. We have been including brand archetypes as a part of all client work for several years. Once we uncover their brand archetype through our brand archetype indicator test, clients immediately understand their brand archetype – now they know how their organization should act and behave.    Read more