WHO WE ARE THE CHARACTER ARCHETYPE

To give us a deeper understanding of how our brand is relevant to our audiences, we mine archetypes found in literature, psychology and story. By identifying the archetypes that reflect us, we can better understand the role our brand plays in the life and customer journey of our audience segments.

An archetype is a character-type that recurs in different times and places so frequently or prominently as to suggest that it embodies some essential element of ‘universal’ human experience.

(Adapted from The Concise Oxford Dictionary of Literary Terms)

“An archetype is a universally familiar character that transcends time, place, gender, and age. It represents an eternal truth.”

Jon Howard-Spink, Planning Director at Mustoe Merriman Levy