There are 12 character archetypes first proposed by Carl Jung in 1917. These archetypes are innate patterns of thought that impact their behavior. Brands choose to align themselves with brain archetypes to build customer relationships and market differentiation.
Take a read of the very interesting article “What is a Brand Archetype” by Design Positive to learn more about how to communicate better depending on the spirit of the user. What is a Brand Archetype?. A brand archetype is essentially your… | by Design Positive | Medium