Brand archetypes and where they come from
A lot of branding people like to employ archetypes as a way to model and build brands. Nike is often referred to as a “Warrior” brand. Harley Davidson is an “Outlaw” brand. So what are brand archetypes? Where did they come from? Most importantly–are they useful?
What are archetypes?
Archetypes are models or symbols. Hercules is a symbol of strength, Icarus of overreach, Kali of destruction. Like all symbols, they’re simplifications with long and often complicated histories. For example, it’s often forgotten that Hercules MURDERED HIS FAMILY. Did Icarus overreach or did he just not listen? Does Kali merely destroy, or is she the root of rebirth? These meanings get layered and twisted over time like a multi-generational game of telephone.
How did archetypes get applied to brands?
Five key steps over 2380 years!
1. Archetypes likely started as a philosophical concept with Plato who developed the theory of “forms” as templates. This is the origin of “Platonic ideals.”
2. In the 1910s, Carl Jung, drawing from both philosophy and anthropology, developed psychological archetypes. Jung believed these existed in the “collective unconscious,” an inherited psychological layer present in all humans. Although he believed in the existence of countless archetypes, some were more prevalent than others. These included the mother, the child, the shadow, and the wise old man. It’s important to note that while these ideas remain influential they have little, if any, scientific basis.
3. In the 1940s, archetypes get picked up by Joseph Campbell, a writer and literature professor. Campbell, in his book, The Hero With A Thousand Faces (1949), asserts that many of the world’s myths share a common structure, which he calls the “hero’s adventure.” Later, George Lucas would specifically cite Campbell’s work as an early influence on Star Wars. Sales soared.
4. In the 1980s and 1990s, author Carol Pearson formalized six and then 12 archetypes in self-help books called The Hero Within (1986) and Awakening the Heroes Within (1991). This is the origin of the specific named archetypes like the Warrior, the Jester, and the Sage that show up in a branding/marketing context. Her books and ideas found a home in life coaching and organizational development circles.
5. In 2001, Pearson along with Margaret Mark published The Hero and the Outlaw, explicitly tying these ideas to brands. The book’s subtitle: “building extraordinary brands through the power of archetypes.”
Are brand archetypes useful?
People are always on the lookout for simple answers to complex questions. This shows up everywhere from health to religion to art. It feels powerful when there’s a simple solution to one of life’s mysteries. The description of The Hero and the Outlaw claims to “provide the illusive and compelling answer.” Those who can make the complex feel simple are often rewarded handsomely. But in many cases, simplicity is merited. If you’re explaining how bread becomes toast to a two year old, it isn’t helpful to bring up the maillard reaction. There are levels to everything.
There’s also a lot of post-rationalization going on here. It’s one thing to look into the past and selectively pull out elements of myths and stories that fit a hypothesis. It’s another thing entirely to develop a new story, or brand, over time. You can’t really be Hercules as a new brand. So if the best stories keep you guessing, where’s the value for a brand in walking the same well-trod path, even if it’s “The Hero’s Journey”?
Branding is inherently complex
Branding feels complicated and subjective to a lot of people. In this sense, brand archetypes can be a useful simplification. But are there 12 archetypes or 12,000? Where’s the antihero? Where’s the salaryman with a cinnamon candy obsession? Jung himself recognized myriad potential archetypes. A brand doesn’t have to be a hero. It doesn’t have to be the main character either. Brands can be weird. They’re often hypocritical with competing motivations just like people—that’s the point. All of these simplifications, like archetypes and personas, are watered down human stories and behaviors. Humanity is the real guide. Unfortunately this is less interesting than “There are nine key personality traits that have survived since ancient history. Answer three easy questions to find out which ones lay dormant in you.”
While myths might feel simple, they are not. Their morals are complicated and constantly evolving based on individual and societal interpretations. While many myths share arcs and themes, it’s their differences and plot twists that most fascinate us. While it might be convenient to try and fit in with the way others tell stories, the real gold is finding what’s unique and compelling about your own.
