Marketer and there are as many as of them Brand archetype what is it anyway The concept of an archetype, of course, is not the first time it has appeared in marketing. It became widely known in the first half of the last century thanks to Karl Gustav Jung, who used it in research in psychiatry and psychology. Jung noticed that all people, although they are not aware of it, recognize certain patterns, repetitions, universal schemes in their environment. These instinctively recognized templates, which somehow.
Simplify the world we live in, he called archetypes. They help us find ourselves in a very complex reality in a similar way to stereotypes. Other researchers have continued to whatsapp mobile number list consider patterns in the collective subconscious, noting, for example, that they are very common in fairy tales and myths, both in plot and in character construction. Let's look at this for a moment. In the classic fairy tales we know, all the characters are either extremely good or unimaginably evil. In addition, it usually applies to the same types of heroes.
If there is a mother in the story, she is good and tender, but the stepmother is always a black character, a jealous, greedy and self confident person. The main character must be innocent, noble, with a pure heart, and he is usually rewarded for these qualities often the role of the reward is, simply put, a prince charming. How do brand archetypes function in marketing But let's get back to the marketing plot. Two researchers, Margaret Mark and Carol Pearson, introduced the archetype into this area of science in their book.