We have psychologist Carl Jung to thank for the 12 brand archetypes: he developed a theory that we’re all hardwired to recognize and react to distinctive personality traits. Why should you use them to ...

It has been a while since I talked about archetypes, but I was thinking about them lately because of a science-fiction novel I was reading, which was filled with them. Basically, an archetype is a ...

The term "archetype," as used in advertising, is based on Carl Jung's theory that humans have an innate tendency to use symbolism to understand concepts and that the subconscious plays a role in ...

The greatest pieces of literature would be nothing without their characters. This could be regarded as an obvious statement, of course stories cannot be made without the people — and sometimes animals ...

Carol S. Pearson, Ph.D., D.Min, is an internationally known authority on archetypes and their application to everyday life and work. Her work in the field has helped people find their purpose and live ...