Comments on: Brand Advantage: Become Your Own Archetype

By: Patrick Hanlon

Patrick Hanlon — Sun, 30 Jul 2023 18:19:50 +0000

Sorry for the confusion. While it may be a stretch to propose that communications based on quarterly sales might also have the ability to last a few thousand years into the future, I wonder “Why not?” The short-term objective, though, is to build your narrative in a form that seems to be everlasting. “Primal branding” and Jungian archetypes are knit from the same cloth (Merino wool, if you like), so start there. The objective is not to mimic archetypes by rote, but to foster curiosity and originality around your own enterprise. By using these tools to create our own stories, we attract others and conjure passion and advocacy. Create your own mythology, your own heroes. In sum, don’t be like anything else. It pays to be weird.

By: Paul McCabe

Paul McCabe — Wed, 26 Jul 2023 16:02:03 +0000

I am not sure I understand the message here. The lead in suggests that a goal for brands is to Become Your Own Archetype, suggesting, I think, that there is something greater to reach for than the archetypes Jung has described. However, the piece seems to conclude by suggesting that brands should embrace these primal archetypes, as doing so will lead to a tribe of consumers that experience the “warm bath of affirmation, trust, vision, belonging and kinship.”.

Is this article proposing a progression, where brands first either target (startup) or identify (mature) their Jungian archetype, then move beyond this to become something unique? If the goal is the latter, would this somehow be better than experiencing the benefits of living within a well-defined and proven archetype?