The term "archetype," as used in advertising, is based on Carl Jung's theory that humans have an innate tendency to use symbolism to understand concepts and that the subconscious plays a role in ...

At the heart of William & Mary’s brand is the Sage, an archetype that defines the brand’s character and personality and shapes how we communicate, ensuring our messages feel grounded, authentic and ...

Understanding the vital role of brand archetypes and how they play into business can help you understand your brand’s mission and message and reach your target audience on a much more profound level.