Archetypal branding system (ABS)
Margaret Mark, Carol S. Pearson & Kent Wertime
Strong brands are consistent and enduring expressions based on deep and timeless archetypes. Archetypes are unconscious ideas and images of a collective nature, which find their expression in concrete phenomena, like myths and brands. Archetypal images refer to the fulfilment of basic human desires and motivations. Archetypal meaning is what makes brands come alive for people.
The ABS distinguishes twelve important archetypes:
The innocent: Desires purity, goodness and simplicity.
The explorer:Wants the freedom to discover him/herself by exploring the world. Wants to...