Posts Tagged ‘strategy’

The hero’s journey is a popular storytelling and marketing tool that connects with consumers on a subconscious level. It has been used to speak to consumers and their desires. But there is a complementary heroine’s journey in storytelling as well. Populated by Maureen Murdock, the heroine’s journey follows a female story – and it’s a story that has been overlooked in marketing for too long.

There are twelve common brand archetypes: the Outlaw, the Creator, or the Hero. They are based on the 12 personality archetypes developed by Carl Jung. Each archetype has its strengths, weaknesses, goals, and motivations. Choosing an archetype that aligns with your brand’s essence, can help you create an authentic brand personality and connect with your target audience.