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ON: The 12 Archetypes of Jung used in Marketing
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The term "archetypes", as it is used in marketing today, has its origins in Carl Gustav Jung's theories. He believed that universal, mythic characters— archetypes—reside within the collective unconscious of people the world over. Archetypal images represent fundamental human desires and evoke deep emotions. There are 12 archetypes which symbolizes a basic human need, aspiration or motivation.
In other words, an archetype is a human type in its purest form: the classic hero, outlaw, ruler, etc. Each type has its own set of values, meanings and personality traits.
1. The Innocent
Motto: Free to be you and me
Core desire: to get to paradise
Goal: to be happy
Greatest fear: to be punished for doing something bad or wrong
Strategy: to do things right
Weakness: boring for all their naive innocence
Talent: faith and optimism
The Innocent is also known as: Utopian, traditionalist, naive, mystic, saint, romantic, dreamer.
The Innocent provides an identity for brands that: * offer a simple solution to an identifiable problem are associated with goodness, morality, simplicity, nostalgia or childhood * are low or moderately priced are produced by a company with straightforward values need to be differentiated from brands with poor reputations.

2. The Regular Guy/Girl
Motto: All men and women are created equal
Core Desire: connecting with others
Goal: to belong
Greatest fear: to be left out or to stand out from the crowd
Strategy: develop ordinary solid virtues, be down to earth, the common touch
Weakness: losing one's own self in an effort to blend in or for the sake of superficial relationships
Talent: realism, empathy, lack of pretense
The Regular Person is also known as: The good old boy, everyman,...

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