Sensesay § BrandBar. Archetypes in Branding

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SenseSay

Published on Nov 12, 2024
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In this episode of BrandBar, Anya Kuzina, ex. Sensesay and psychologist, spoke about archetypes in general and how they apply to branding and communications. Based on the works of Carl Jung and the system of Carol Pearson and Margaret Mark, we decoded archetypes, discussed how they manifest themselves in life, and how to use this system when creating brands. 0:00 — Myths and archetypes in cultural studies, branding, and psychology 02:40 — The problem of archetypes in branding 05:11 — What are archetypes? 07:01 — Why do we need archetypes? 13:29 — Archetypes are behavioral programs 18:33 — How do archetypes manifest themselves in life? 20:08 — Carl Jung: about the collective unconscious 26:07 — Transfer of archetypes 28:27 — Fortune telling on Tarot and archetypes 32:26 — Pure unconscious and Eric Berne 35:10 — Archetype as breath: conscious and unconscious 39:00 — Pearson and Mark system 41:25 — Creating a methodology using archetypes 43:08 — Map of 12 archetypes 46:11 — Understanding with examples 50:03 — Goals of archetypes 57:57 — Needs of archetypes 59:38 — And even more examples 1:06:47 — Difference between the archetype system and the Censydiam needs model 1:09:23 — Hero Archetype 1:13:34 — Loving Archetype 1:15:12 — The Ruler Archetype 1:16:52 — The Seeker Archetype 1:19:20 — Working with the archetype methodology: how and where to apply it? 1:22:44 — How to choose an archetype for a brand? 1:25:33 — Clichés and templates in archetypes 1:27:24 — Synthesis of types in branding 1:29:24 — How to understand the needs of archetypes?

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