Today the brand is a repository, not merely of functional characteristics, but of meaning and value. But if we are to identify and effectively leverage the essential elements, or “immutables,” of our brands, we must become fluent in the visual and verbal language of archetypes.
Carol S. Pearson • The Hero and the Outlaw
There are two primary reasons you would want to align your brand with an archetype.
Stephen Houraghan • Brand Archetypes: The Definitive Guide [36 Examples]
Understanding and leveraging archetypal meaning, once an interesting “bonus” to effective marketing, is now a prerequisite.