Jung identified recurring symbols and themes in myths, dreams, and cultures worldwide, calling them archetypes. Examples include the Hero, the Wise Old Man, the Mother, and the Trickster.

from the hero to the sage to the rebel. Proponents claim archetypes help define brand personality, tone, and storytelling. Some point to Swiss psychologist Carl Jung’s groundbreaking work on ...

Dungeons & Dragons includes Backgrounds and Alignments which help with roleplaying. Adding Carl Jung’s Persona and Shadow takes RP to the next level.

Brand archetypes are based on Carl Jung’s theory of a “collective unconscious ... was a critical tool for brand positioning (and Margaret Mark’s book, ‘The Hero and The Outlaw’ was considered ...