We at Gromov Branding write hypnotic texts - it’s hard to come up with a crazier combination in marketing. However, it is there. And this is the use of archetypes in branding.
An archetype is a global symbol that is uniquely understood by all people. Usually it's just some kind of mythological concept like mother, witch, god, sun.
But there are any number of archetypes, although there are basic ones. And anything can be made into an archetype. For example, the yellow star and swastika have Nazi connotations. But the McDonalds logo is already an archetype of fast food or road cafe.
When they talk about 12 archetypes, they mean the book “The Hero and The Outlaw”, where they were invented based on successful American brands. Now these types are even used by stylists and in psychological trainings (constantly referring to Jung, but he has nothing to do with it).
And this is important: These are the archetypes:
Innocent
Common man
Warrior
Altruist
Seeker
Rebel
Loving
Creator
Ruler
Magician
Sage
Joker
This is the cycle of the hero’s journey, that is, the chain of transformation of the hero. The hero must live through all these types; he is never only a magician or only a creator.
A brand is not an archetype initially, but can become one (like Coca-Cola), but essentially this is a BRAND - product + emotion + value. However, the brand is a HERO! Which goes through all the archetypal stages from point 1 These types are more about the characteristics of the hero AND the VALUES of the brand. Values may not change for years, but the Hero must change. Because the hero, with his character, sets the plot in motion, otherwise the brand will simply become boring. Of course, the brand uses archetypal stories in advertising (happy family having breakfast/problem-product-solution). But these stories are natural to us, like pulling your hand out of the fire and screaming in fear. Our reptilian brain does not even know how to think differently, this is the pattern. A pattern is good; it creates the opportunity to learn by systematizing the accumulated experience. But typologies are simply the ability to cope with information or SELL IT, proving the imaginary scientific nature. (Marketing is still a science).
IT IS MUCH MORE IMPORTANT HOW A BRAND COMMUNICATES THAN WHAT ARCHETYPE IT IS.
Now you have learned about yourself that you are a Creator. What's next? Types are never pure, they always move from one to another, otherwise there is no dynamics.
If you really want to assign an archetype to a brand, you can turn to Greek mythology. There, the archetypes (gods) have a clear PLOT and HERO. In general, the typology seems to be tied by the ear, although if it were a typology of values, I would agree with it. It is also not clear where the basic Mother archetype is. And I'll tell you where he is. The hero should not become a mother on his journey. But are there mom brands? Certainly! And grandmothers too (“House in the Village”)! And girlfriends. And this is all a type of brand communication strategy. That is, if you imagine Coca-Cola and Pepsi, then they have a similar product, but the heroes are different. And different behavior, message, meta message, colors, behavior. Can we say that there are different archetypes? Yes, but this word can be replaced with “heroes”.