ArchetypalBranding™ - Branding, market research, and advertising services relating to the study and use of archetypes in advertising and marketing. Universal Archetypes - An inherited pattern of thought or symbolic imagery derived from the past collective experience and present in the individual unconscious. An original model or type after which other similar things are patterned; a prototype. For example, the archetypes of the Hero and the Outlaw (e.g., Luke Skywalker and Darth Vader from the Star Wars movies) are found in many myths, stories and movies.

• Naturally establish meaning and relevance at a subconscious level.
• Authentic, genuine, compelling, credible, universal, and deeply moving.
• Links you with your audience in a psychologically compelling way.
• Know how the brand should act & behave.
• Archetype = brand personality.

• Provides a guideline for how the brand should act.
• Gives you a human identity, a persona, a face, and a brand personality to guide how employees should act and behave.
• Your brand's archetype is based on the actual shared values of your employees and management team so the archetype will resonate on a deep psychological level with employees and customers.
• Shared values = Trust.

• A pattern of thought or imagery shared by a single culture.
• Cultural grammar.
• Most products, services, and issues have a cultural archetype.
• Forms and images shared by a single culture.
• Early emotional experiences and unconscious codes that shape and direct our personal lives as well as our culture.
• Naturally establish meaning and relevance at a subconscious level.
• Authentic, genuine, compelling, and credible at the cultural level.

• Links you with your audience in a psychologically compelling way.
• Avoid cultural mistakes.
• Avoid advertising mistakes.