brand-archetype-selection

# Brand Archetype Selection Framework Quick reference for selecting brand archetypes using the Mark-Pearson methodology and Jungian psychology. > "Archetypes are the heartbeat of a brand because they convey a meaning that makes customers relate to a product as if it actually were alive in some way." — Margaret Mark & Carol Pearson --- ## Psychological foundations ### Why archetypes work Carl Jung proposed that beyond our personal unconscious lies a **collective unconscious**, a shared psychological inheritance containing archetypes: universal symbols, themes, and characters that appear across all human societies. **Key insights:** 1. **Subconscious Pattern Recognition**: Our brains respond to archetypal stories as deeply familiar 2. **The 95% Rule**: According to Harvard Professor Gerald Zaltman, 95% of purchasing decisions are made subconsciously 3. **Mirror Neuron Response**: When encountering clear archetypal expression, our mirror neurons fire as if we were embodying that archetype ourselves 4. **Archetypes bypass the intellectual mind** and produce feelings that lead to brand loyalty ### The business case A six-year Young & Rubicam study found that **brands most clearly aligned with a single archetype were the most profitable**. --- ## The 70/30 rule (core methodology) **Primary Archetype (70%)**: Your core personality that represents the majority of your brand. Any less and your personality will be confusing. You'll struggle to connect through familiarity. ...