Carl Gustav Jung, a colossus of analytical psychology, gave the world several powerful scientific theories, including the theory of the ‘Collective Unconscious’ and ‘Archetypal Phenomena’. In layman terms, these theories state that the human brain is hardwired to slot people and ideas into 12 fixed slots, some which they identify with and ‘like’, others which they reject.
This is also the primary theory used in brand building – we’re attracted and build enduring relationships with certain brands because we identify them with an archetype. This infographic highlights the 12 Jungian archetypes and the brands that symbolize them.
Infographic by – Iconic Fox