The word “archetype” was coined by Carl Jung, who theorized that humans have a collective unconscious: “deposits of the constantly repeated experiences of humanity….a kind of readiness to reproduce over and over again the same or similar mythical ideas….” We believe that this shared memory of experiences has resulted in a resonance of the concepts of self and aspirational self that transcend time, place and culture.
At Kelton, we recognize that consumers form relationships with brands via their association and connection with a particular brand’s character, and what it may represent in their own lives. That’s why we counsel all of our clients to aspire to clarity and consistency through their brand’s character, in the hope that it will manifest itself across all consumer interactions.
A Kelton archetype study and analysis is an effective route for achieving a lasting brand-consumer bond, built on personality traits of a particular archetype. This type of study can be used to help you:
- Reveal underlying motivators to behavior by uncovering archetypes and their relationship to a particular brand and the consumers it appeals to
- Render coherent and applicable the stories consumers tell around their brand relationship journeys
- Develop brand architectures with a cohesive core wireframe, including brand role, mission, character, attributes, etc.
- Conceive vibrant communications around all brand touchpoints that will resonate with consumers