Archetype Theory and Brand Humanization

Abstract

To be a top of mind brand is, without a doubt, the ability brands have to create a close relationship with its target audience. And, for this purpose, we increasingly observe the growing phenomenon of humanization of brands and the use of archetypes for emotional identification of the public in a market marked by volatility of content and exorbitant amount of brands within the same business model. By understanding and applying archetypes in internal and external communication, an organization can gain several advantages, such as more effective communication and a more cohesive organizational culture. However, there are also risks associated with the use of archetypes, and all of these topics are under review in this article.