Become Your Own Brand Archetype

The best thing about archetypes is not understanding them, but discovering how to become one. Illustration: Matt Craven

It has become standard for marketing and communications pros to spin psychologist Carl Jung’s wheel of archetypes, hoping to land on an appropriate story model for their brand. That’s great. But here’s how to level up — the real marketing objective should be to become your own archetype, right?

How is this possible? Here’s a mythic example: Carl Jung himself pointed to the Greek adventure tale of Jason and…