B2B Marketing: What Will Your Brand Archetype Be? (Part 2)

Introducing the Archetypes

There are a countless number of archetypes. However, let’s zero in on the 12 classic master archetypes.

These 12 represents the fundamental human motivations. Each type consists set of values, meanings and personality traits. Moreover, they are classified into three sets of four, that is, Ego, Soul, and Self. The types in each set share a prevalent driving source, for instance, types within the Ego set are compelled to fulfill ego-defined agendas.

These 12 archetypes are also grouped according to four cardinal orientations: freedom, ego, social, order.

This is a variation on the three categories of types mentioned above. While all the types within the Ego, Soul, and Self sets share the same driving source, the types consisting the four orienting groups have different source drives but the similar motivating orientation. For example, the Caregiver is powered by the need to satisfy ego agendas through providing the needs of others, which is a social orientation. While the Hero, which is also powered by the need to satisfy ego agendas, do so by doing brave actions that demonstrate self-worth. These groupings help in comprehending the motivational and self-perceptual dynamics of each type.

The majority of people have some archetypes at play in their personality construct, but there is that one archetype that is bound to dominate the personality in general. Knowing which archetypes are at play in oneself and in the others helps in gaining personal insight into behaviors and motivations.

These notion of the archetypes and collective unconscious started by Jung in 1919 appears to have a great merit. Margaret Mark and Carol S. Pearson expounded its applications to consumer marketing and product and service branding in their book, The Hero and the Outlaw (2001).