Archetypal branding system (ABS)

Strong brands are consistent and enduring expressions based on a range of archetypes (that is, unconscious ideas and images of a collective nature).

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:

  1. The innocent: Desires purity, goodness and simplicity.

  2. The explorer:Wants the freedom to discover him/herself by exploring the world. Wants to...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands