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Carl Gustav Jung was a groundbreaking Swiss psychiatrist, psychoanalyst and more, who founded analytical psychology, best known for his concepts of the collective unconscious, archetypes, and psychological individuation. His theory of the 12 archetypes gives us a powerful framework for understanding human motivations, behaviors, and desires. These archetypes are deeply embedded in our psychology and manifest in the way we interact with stories, symbols, businesses and brands.

By aligning brand strategy, identity, and narrative with these archetypes, brands can form profound connections with their audiences and create impacts that truly matter. In this paper, we will explore how each of Jung’s 12 archetypes can serve as a lens for understanding what drives people, using examples of companies that embody these archetypes. Along the way, we will offer insights and a few inspirational quotes to distill the essence of each archetype.

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