The document discusses Carl Jung's theory of archetypes, which are universal symbols and patterns that are part of the collective unconscious and influence human behavior. It notes there are 12 main archetypes according to Jung's theory, including the Magician, Innocent, Jester, Outlaw/Lover, Everyman, Hero, Sage, Explorer, Caregiver, Creator. The document encourages using archetypes to build powerful brands by tapping into these universal symbols that resonate across cultures. It provides the website www.brandhouse.com as a resource for companies to identify their archetype.