ArchetypalBranding™ - Branding, market research, and advertising services relating to the study and use of archetypes in advertising and marketing.


BrandSolutions is an expert in using archetypes to build great brands.


Archetypes are an inherited pattern of thought or symbolic imagery derived from past collective experience. Archetypes are the forms, images and beliefs shared by all people and cultures worldwide; every culture in the world instinctively understands the Hero archetype and the Outlaw archetype. Because brand archetypes are authentic, genuine, compelling, universal and deeply moving, they naturally establish meaning and relevance at the subconscious and unconscious levels.


The book, The Hero and the Outlaw, by Margaret Mark and Carol S. Pearson, discovered the 12 archetypes that are most easily used and applied to companies, organizations, products, and causes. BrandSolutions has added a 13th brand archetype, the "Disciplined Achiever," which is based on the shared values of the "great" companies in the Jim Collins book, Good to Great.


BrandSolutions has developed a Brand Archetype Indicator Test that includes 91 values, personality traits, ethics, and attitudes based on: a) The Hero and the Outlaw; b) the shared values of the visionary companies studied in Good to Great by Jim Collins; c) the teachings of Carl Jung, and; d) over 15 years of values research by BrandSolutions, Inc. BrandSolutions has used our current Brand Archetype Indicator Test for seven years, with nearly all of our clients.


BrandSolutions would like to work with companies and organizations to help them discover their brand archetype to help guide creative development for marketing communications and employee hiring.


BrandSolutions would also like to work with a partner such as a large advertising agency or consulting firm to develop a database of brand archetypes by industry category and by individual brand. See attached proposal outline. If you are interested in discussing this opportunity, please contact Chuck Pettis at or 360-331-6667.