Brand archetypes are the Santa Claus of brand strategy: you either believe in them or you don’t. There isn’t really much of a middle ground. I’ve worked with clients for whom archetype theory was a critical tool for brand positioning (and Margaret Mark’s book, ‘The Hero and The Outlaw’ was considered essential reading). I’ve also worked with clients who think believing in archetypes is as silly as believing in the Tooth Fairy.
I’ve written elsewhereabout my own issues with the blind faith marketers seem to place in archetype theory. I won’t repeat those concerns here. Instead, I’ll do...