Brand Archetypes [The Brand Personality Framework] 

Learn the 12 scientific brand archetypes the most loved brands in the world use to amass a loyal following through brand personality.
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Want to know more about archetypes? Check out these videos:
What Are Brand Archetypes?
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How To Use Brand Archetypes
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In this video, you’ll learn about the 12 archetypes developed by renowned psychiatrist Carl Jung are taking on increasing significance in modern branding and brand strategy.
First, you’ll learn about the science behind the framework and how we all instinctively recognise certain collections of behaviours through our collective unconscious and how this applies to brands.
Then, one by one, we’ll cover each archetype, breaking down their common traits and characteristics and where you may have experienced these characters in your life.
0:00 Brand Archetypes Introduction
1:56 The Outlaw Archetype - Displays rebellion
3:25 The Magician Archetype - Displays mystique
4:49 The Hero Archetype - Displays determination
6:20 The Lover Archetype - Displays sensuality
7:14 The Jester Archetype -Displays humour
8:26 The Everyman Archetype - Displays humility
9:35 The Caregiver Archetype - Displays kindness
11:01 The Ruler Archetype - Displays Authority
12:32 The Creator Archetype - Displays innovation
13:58 The Innocent Archetype - Displays wholesomeness
15:00 The Sage Archetype - Displays wisdom
16:09 The Explorer Archetype - Displays adventure
You’ll learn the scientific reason these archetype personalities and their characteristics enable brands to connect with their audiences on a human and personable level.
By the end of this video, you’ll understand all 12 archetypes, their traits, characteristics and core desires.
You’ll also understand the power and potential in using archetypes and why they’re playing an increasingly important role in strategic branding.
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