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Back to "Archetypes"The 12 archetypes
The term "archetypes", as it is used in marketing today, has its origins in Carl Gustav Jung's theories. He believed that universal, mythic characters— archetypes—reside within the collective unconscious of people the world over. Archetypal images represent fundamental human desires and evoke deep emotions. Each of the 12 archetypes we work with symbolises a basic human need, aspiration or motivation.
In other words, an archetype is a human type in its purest form: the classic hero, outlaw, ruler, etc. Each type has its own set of values, meanings and personality traits.
| Read more about: | The Innocent | The Regular Guy or Girl | The Explorer | The Sage The Hero | The Outlaw | The Magician | The Lover The Jester | The Caregiver | The Creator | The Ruler |