Some years ago I got really interested in Jungian psychology, and how you might use personality archetypes as a brand development tool. I wrote some articles, spoke at some conferences, and tried to get a bit of a methodology off the ground.
Sadly all to no avail. It kind of conflicted with the day job, and the agency I worked for at the time wasn't that interested. I also started thinking more broadly in terms of brands' stories (whether literal or imagined) rather than just their character. And all the archetype stuff ended up getting stuffed in that rather full drawer titled 'things I will finally get round to doing something about when I work for myself...eventually'. Sure you've got one as well.
Then, out of the blue, I had 3 calls in the last 2 weeks to ask if I'm still getting all archetypal on brands. No, being the reply.
But coincidence, serendipity, destiny and all that. And following your bliss, or whatever it was that Joseph Campbell used to bang on about.
So whilst I'm still not working for myself, maybe I'll dust down the archetypes files, see if they make any sense (or sound like a load of old nonsense), and take things from there.
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