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Archetypes & Branding: The Unconscious Appeal
Information pulled from The Hero and the Outlaw by Mark and Pearson
What are archetypes & where did they come from?
Carl Jung Joseph Campbell Margaret Mark
Psychologist who introduced the
term Archetype in 1919
Demonstrated that the collective
unconscious is cross-cultural 1949
Applied Archetypes to
Marketing and Branding
Archetypes are a collectively-inherited unconscious idea, pattern of thought,
image, etc., that is universally present in individual psyches
1919 1949 2001
Why do we use them in advertising? differentiation
To create differentiation within a category
Hero
Snickers
The cure for
hunger, you’re
not you when
you’re hungry
Jester
M&Ms
The characters
keep it light
and make fun
of themselves
Explorer
Almond Joy
Unwrap paradise
(even at the
laundromat- as
shown in the TV
spot)
For example- when you’re stuck choosing chocolate at check-out archetypes
create mental short-cuts to help you make decisions when faced with many
similar options
Everyman
Kit Kat
Take a break,
have a kit kat -
everyone
needs a break
Why do we use them in advertising? universal needs
To tap into the collective unconscious by appealing to universal human needs
…even if we’re talking about hair care
the need for
understanding
the need for
power
the need for
belonging
the need for
enjoyment
Sage Magician Everyman Jester
the need for
intimacy
Lover
Living Proof
Our scientists
promise you a
good hair day,
every day
Nexxus
Products like the
Youth Renewal
Elixir promise
powerful
transformation
Tresemme
Professional,
affordable -
accessible
products
Aussie
Add some Roo
to your do. A
purple kangaroo
is the brand icon
Fekkai
The most
privileged hair in
the world,
suggestive
imagery
Introduction to the 12 Types
Demonstrated through art 

Information from The Hero and the Outlaw by Mark and Pearson
The 12 Archetypes
Innocent Explorer Sage Hero Outlaw Magician
RulerCreatorCaregiverJesterLoverEveryman
the Innocent
Core Desire: to experience paradise

Goal: to be happy 

Fear: doing something wrong/bad that will
provoke punishment

Strategy: do things right

Gift: faith and optimism

Trap: Boring for all their naive innocence
“free to be you and me”
Degas | Waiting
the Explorer
Core Desire: the freedom to find out who
you are by exploring the world

Goal: to experience a better, more authentic,
more fulfilling life. 

Fear: getting trapped, conforming, inner
emptiness, nonbeing 

Strategy: journey, seek out and experience
new things, escape from entrapment and
boredom

Gift: autonomy, ambition, ability to be true to
one’s own soul

Trap: Aimless wandering, becoming a misfit
“don’t fence me in”
Monet | The Boat Studio
the Sage
Core Desire: the discovery of truth

Goal: to use intelligence and analysis to
understand the world 

Fear: being duped, misled; ignorance

Strategy: seek out information and
knowledge; become self reflective and
understand the thinking process

Gift: wisdom, intelligence

Trap: can study issues forever and never act
“the truth will set you free”
da Vinci | Vitruvian Man
the Hero
Core Desire: prove one’s worth through
courageous and difficult action

Goal: exert mastery in a way that improves
the world

Fear: weakness, vulnerability, “wimping out” 

Strategy: become as strong, competent,
powerful as you are cable of being 

Gift: competence and courage

Trap: arrogance, developing the need for
there to always be an enemy
“where there’s a will,
there’s a way”
Raphael | Victory of St. Michael
the Outlaw
Core Desire: revenge or revolution

Goal: to destroy what is not working (for the
Outlaw or the society)

Fear: being powerless, trivialized,
inconsequential 

Strategy: disrupt, destroy or shock

Gift: outrageousness, radical freedom

Trap: to go over to the dark side, criminally
“rules are meant to be broken”
Pollock | Eyes in the Heat
the Magician
Core Desire: Knowledge of the
fundamental laws of how the world or universe
works

Goal: make dreams come true

Fear: unanticipated negative consequences 

Strategy: develop vision and live it

Gift: finding win-win outcomes 

Trap: becoming manipulative
“it can happen”
Dali | Galatea of the Spheres
the Regular guy/gal
Core Desire: Connection with others

Goal: to belong, fit in

Fear: standing out, seeming to put on airs,
and being exiled or rejected as a result

Strategy: develop ordinary solid virtues, the
common touch, blend in

Gift: realism, empathy, lack of pretense

Trap: give up self to blend in, in exchange for
only a superficial connection
“all men and women
are created equal”
Whistler | Whistler’s Mother
the Lover
Core Desire: attain intimacy and
experience sensual pleasure

Goal: being in a relationship with the people,
the work, the experience, the surroundings they
love

Fear: being alone, a wallflower, unwanted,
unloved

Strategy: become more and more attractive-
physically, emotionally, and in every other way 

Gift: passion, gratitude, appreciation,
commitment 

Trap: doing anything and everything to
attract and please others, losing identity
“I only have eyes for you”
Klimt | The Kiss
the Jester
Core Desire: to live in the moment with full
enjoyment

Goal: to have a great time and lighten up the
world

Fear: boredom or being boring

Strategy: play, make jokes, be funny

Gift: joy

Trap: frittering away one’s life
“if I can’t dance,
I don’t want to be part
of your revolution”
Rockwell | Tattoo Artist
the Caregiver
Core Desire: protect people from harm

Goal: to help others

Fear: selfishness, ingratitude

Strategy: do things for others

Gift: compassion, generosity 

Trap: martyrdom of self, entrapment of others
“love your neighbor as yourself”
Van Eyck | Arnolfini Portrait
the Creator
Core Desire: create something of enduring
value

Goal: give form to a vision

Fear: having mediocre vision or execution 

Strategy: develop artistic control and skill

Gift: creativity and imagination

Trap: perfectionism, miscreation
“if it can be imagined,
it can be created”
Michelangelo | The Sistine Chapel
the Ruler
Core Desire: control

Goal: create a prosperous, successful family,
company, or community

Fear: chaos, being overthrown 

Strategy: exert leadership

Gift: responsibility, leadership 

Trap: being bossy, authoritarian
“power isn’t everything,
it’s the only thing”
Velazquez | Las Meninas
Mapping Archetypes to Universal Human needs
Character Compass

• How each archetype addresses an underlying universal human need
• Demonstration of how archetypes appear in culture
Universal human desire &
How each archetype meets the desire
Yearn for
paradise
Leave a
mark on
the world
Connect
with
others
Provide
structure to
the world
safety
understanding
freedom
liberation
power
masteryintimacy
enjoyment
belonging
service
control
innovation
Innocent
Sage
Explorer
Outlaw
Magician
HeroLover
Jester
Everyman
Caregiver
Ruler
Creator
Demonstrating Universality Classics & Cross-Culture
Hero Magician Outlaw Explorer Sage Innocent Creator Ruler Caregiver Everyman Jester Lover
Chinese Zodiac
Tiger Rat Snake Horse Rooster Rabbit Goat Dragon Dog Ox Monkey Pig
What is the universal human desire that draws you to an archetype?
How does each archetype address that need?
Leave a mark on the world Yearn for paradise Provide structure to the world Connect with others
Mastery Power Liberation Freedom Understanding Safety Innovation Control Service Belonging Enjoyment Intimacy
Shakespeare
Claudio Puck Don John Desdemona Lear’s Fool Ophelia Viola King Lear Nurse Bottom Dogberry Romeo
Much Ado Midsummer’s Night
Dream
Much Ado Othello King Lear Hamelt Twelfth Night King Lear R & J Midsummer’s Night
Dream
Much Ado R & J
Greek Gods
Apollo Poseidon Ares Hermes Athena Artemis Janus Zeus Hera Hephaestus Dionysus Aphrodite
Pop Culture Cheat Sheet
Hero Magician Outlaw Explorer Sage Innocent Creator Ruler Caregiver Everyman Jester Lover
Disney Princessess
Merida Tiana Mulan Ariel Belle Snow White Tinkerbell Elsa Cinderrella Lilo Rapunzel Jasmine
The Hunger Games
Katniss Seneca Crane Gale Plutarch
Heavensbee
Haymitch Rue Beetee President
Snow
Cinna Katniss’
mother
Caesar
Flickerman
Peeta
X-Men
Cyclopse Mystique Wolverene Kitty Pride Professor X Rogue Storm Magneto Jean Gray Iceman Gambit Emma Frost
What is the universal human desire that draws you to an archetype?
How does each archetype address that need?
Leave a mark on the world Yearn for paradise Provide structure to the world Connect with others
Mastery Power Liberation Freedom Understanding Safety Innovation Control Service Belonging Enjoyment Intimacy
Brand Examples & Alternate Names
Seeking Structure
Provide
structure to
the world
service
control
innovation
Caregiver
Ruler
Creator
Other Names:
Artist
Entrepreneur
Storyteller
Visionary
Other Names:
Ambassador
Judge
Patriarch
Sovereign
Other Names:
Angel
Guardian
Healer
Samaritan
Seeking Paradise
Yearn for
paradise
safety
understanding
freedom
Innocent
Sage
Explorer
Other Names:
Child
Dreamer
Idealist
Muse
Other Names:
Detective
Mentor
Shaman
Translator
Other Names:
Adventurer
Generalist
Pioneer
Seeker
Leave a
mark on
the world
liberation
power
mastery
Outlaw
Magician
Hero
Seeking Change
Other Names:
Activist
Gambler
Maverick
Rebel
Reformer
Other Names:
Athlete
Liberator
Rescuer
Warrior
Other Names:
Alchemist
Engineer
Innovator
Scientist
Connect
with
others
intimacy
enjoyment
belonging
Lover
Jester
Everyman
Seeking Connection
Other Names:
Advocate
Citizen
Networker
Servant
Other Names:
Clown
Entertainer
Provocateur
Shapeshifter
Other Names:
Companion
Hedonist
Matchmaker
Romantic
Suggestions? Additions?
Let me know @emilylizb

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Archetype Overview with brand examples & character compass

  • 1. Archetypes & Branding: The Unconscious Appeal Information pulled from The Hero and the Outlaw by Mark and Pearson
  • 2. What are archetypes & where did they come from? Carl Jung Joseph Campbell Margaret Mark Psychologist who introduced the term Archetype in 1919 Demonstrated that the collective unconscious is cross-cultural 1949 Applied Archetypes to Marketing and Branding Archetypes are a collectively-inherited unconscious idea, pattern of thought, image, etc., that is universally present in individual psyches 1919 1949 2001
  • 3. Why do we use them in advertising? differentiation To create differentiation within a category Hero Snickers The cure for hunger, you’re not you when you’re hungry Jester M&Ms The characters keep it light and make fun of themselves Explorer Almond Joy Unwrap paradise (even at the laundromat- as shown in the TV spot) For example- when you’re stuck choosing chocolate at check-out archetypes create mental short-cuts to help you make decisions when faced with many similar options Everyman Kit Kat Take a break, have a kit kat - everyone needs a break
  • 4. Why do we use them in advertising? universal needs To tap into the collective unconscious by appealing to universal human needs …even if we’re talking about hair care the need for understanding the need for power the need for belonging the need for enjoyment Sage Magician Everyman Jester the need for intimacy Lover Living Proof Our scientists promise you a good hair day, every day Nexxus Products like the Youth Renewal Elixir promise powerful transformation Tresemme Professional, affordable - accessible products Aussie Add some Roo to your do. A purple kangaroo is the brand icon Fekkai The most privileged hair in the world, suggestive imagery
  • 5. Introduction to the 12 Types Demonstrated through art Information from The Hero and the Outlaw by Mark and Pearson
  • 6. The 12 Archetypes Innocent Explorer Sage Hero Outlaw Magician RulerCreatorCaregiverJesterLoverEveryman
  • 7. the Innocent Core Desire: to experience paradise Goal: to be happy Fear: doing something wrong/bad that will provoke punishment Strategy: do things right Gift: faith and optimism Trap: Boring for all their naive innocence “free to be you and me” Degas | Waiting
  • 8. the Explorer Core Desire: the freedom to find out who you are by exploring the world Goal: to experience a better, more authentic, more fulfilling life. Fear: getting trapped, conforming, inner emptiness, nonbeing Strategy: journey, seek out and experience new things, escape from entrapment and boredom Gift: autonomy, ambition, ability to be true to one’s own soul Trap: Aimless wandering, becoming a misfit “don’t fence me in” Monet | The Boat Studio
  • 9. the Sage Core Desire: the discovery of truth Goal: to use intelligence and analysis to understand the world Fear: being duped, misled; ignorance Strategy: seek out information and knowledge; become self reflective and understand the thinking process Gift: wisdom, intelligence Trap: can study issues forever and never act “the truth will set you free” da Vinci | Vitruvian Man
  • 10. the Hero Core Desire: prove one’s worth through courageous and difficult action Goal: exert mastery in a way that improves the world Fear: weakness, vulnerability, “wimping out” Strategy: become as strong, competent, powerful as you are cable of being Gift: competence and courage Trap: arrogance, developing the need for there to always be an enemy “where there’s a will, there’s a way” Raphael | Victory of St. Michael
  • 11. the Outlaw Core Desire: revenge or revolution Goal: to destroy what is not working (for the Outlaw or the society) Fear: being powerless, trivialized, inconsequential Strategy: disrupt, destroy or shock Gift: outrageousness, radical freedom Trap: to go over to the dark side, criminally “rules are meant to be broken” Pollock | Eyes in the Heat
  • 12. the Magician Core Desire: Knowledge of the fundamental laws of how the world or universe works Goal: make dreams come true Fear: unanticipated negative consequences Strategy: develop vision and live it Gift: finding win-win outcomes Trap: becoming manipulative “it can happen” Dali | Galatea of the Spheres
  • 13. the Regular guy/gal Core Desire: Connection with others Goal: to belong, fit in Fear: standing out, seeming to put on airs, and being exiled or rejected as a result Strategy: develop ordinary solid virtues, the common touch, blend in Gift: realism, empathy, lack of pretense Trap: give up self to blend in, in exchange for only a superficial connection “all men and women are created equal” Whistler | Whistler’s Mother
  • 14. the Lover Core Desire: attain intimacy and experience sensual pleasure Goal: being in a relationship with the people, the work, the experience, the surroundings they love Fear: being alone, a wallflower, unwanted, unloved Strategy: become more and more attractive- physically, emotionally, and in every other way Gift: passion, gratitude, appreciation, commitment Trap: doing anything and everything to attract and please others, losing identity “I only have eyes for you” Klimt | The Kiss
  • 15. the Jester Core Desire: to live in the moment with full enjoyment Goal: to have a great time and lighten up the world Fear: boredom or being boring Strategy: play, make jokes, be funny Gift: joy Trap: frittering away one’s life “if I can’t dance, I don’t want to be part of your revolution” Rockwell | Tattoo Artist
  • 16. the Caregiver Core Desire: protect people from harm Goal: to help others Fear: selfishness, ingratitude Strategy: do things for others Gift: compassion, generosity Trap: martyrdom of self, entrapment of others “love your neighbor as yourself” Van Eyck | Arnolfini Portrait
  • 17. the Creator Core Desire: create something of enduring value Goal: give form to a vision Fear: having mediocre vision or execution Strategy: develop artistic control and skill Gift: creativity and imagination Trap: perfectionism, miscreation “if it can be imagined, it can be created” Michelangelo | The Sistine Chapel
  • 18. the Ruler Core Desire: control Goal: create a prosperous, successful family, company, or community Fear: chaos, being overthrown Strategy: exert leadership Gift: responsibility, leadership Trap: being bossy, authoritarian “power isn’t everything, it’s the only thing” Velazquez | Las Meninas
  • 19. Mapping Archetypes to Universal Human needs Character Compass • How each archetype addresses an underlying universal human need • Demonstration of how archetypes appear in culture
  • 20. Universal human desire & How each archetype meets the desire Yearn for paradise Leave a mark on the world Connect with others Provide structure to the world safety understanding freedom liberation power masteryintimacy enjoyment belonging service control innovation Innocent Sage Explorer Outlaw Magician HeroLover Jester Everyman Caregiver Ruler Creator
  • 21. Demonstrating Universality Classics & Cross-Culture Hero Magician Outlaw Explorer Sage Innocent Creator Ruler Caregiver Everyman Jester Lover Chinese Zodiac Tiger Rat Snake Horse Rooster Rabbit Goat Dragon Dog Ox Monkey Pig What is the universal human desire that draws you to an archetype? How does each archetype address that need? Leave a mark on the world Yearn for paradise Provide structure to the world Connect with others Mastery Power Liberation Freedom Understanding Safety Innovation Control Service Belonging Enjoyment Intimacy Shakespeare Claudio Puck Don John Desdemona Lear’s Fool Ophelia Viola King Lear Nurse Bottom Dogberry Romeo Much Ado Midsummer’s Night Dream Much Ado Othello King Lear Hamelt Twelfth Night King Lear R & J Midsummer’s Night Dream Much Ado R & J Greek Gods Apollo Poseidon Ares Hermes Athena Artemis Janus Zeus Hera Hephaestus Dionysus Aphrodite
  • 22. Pop Culture Cheat Sheet Hero Magician Outlaw Explorer Sage Innocent Creator Ruler Caregiver Everyman Jester Lover Disney Princessess Merida Tiana Mulan Ariel Belle Snow White Tinkerbell Elsa Cinderrella Lilo Rapunzel Jasmine The Hunger Games Katniss Seneca Crane Gale Plutarch Heavensbee Haymitch Rue Beetee President Snow Cinna Katniss’ mother Caesar Flickerman Peeta X-Men Cyclopse Mystique Wolverene Kitty Pride Professor X Rogue Storm Magneto Jean Gray Iceman Gambit Emma Frost What is the universal human desire that draws you to an archetype? How does each archetype address that need? Leave a mark on the world Yearn for paradise Provide structure to the world Connect with others Mastery Power Liberation Freedom Understanding Safety Innovation Control Service Belonging Enjoyment Intimacy
  • 23. Brand Examples & Alternate Names
  • 24. Seeking Structure Provide structure to the world service control innovation Caregiver Ruler Creator Other Names: Artist Entrepreneur Storyteller Visionary Other Names: Ambassador Judge Patriarch Sovereign Other Names: Angel Guardian Healer Samaritan
  • 25. Seeking Paradise Yearn for paradise safety understanding freedom Innocent Sage Explorer Other Names: Child Dreamer Idealist Muse Other Names: Detective Mentor Shaman Translator Other Names: Adventurer Generalist Pioneer Seeker
  • 26. Leave a mark on the world liberation power mastery Outlaw Magician Hero Seeking Change Other Names: Activist Gambler Maverick Rebel Reformer Other Names: Athlete Liberator Rescuer Warrior Other Names: Alchemist Engineer Innovator Scientist
  • 27. Connect with others intimacy enjoyment belonging Lover Jester Everyman Seeking Connection Other Names: Advocate Citizen Networker Servant Other Names: Clown Entertainer Provocateur Shapeshifter Other Names: Companion Hedonist Matchmaker Romantic