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

Brand-Solutions 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. Brand-Solutions 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.

Brand-Solutions 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 20 years of values research by Brand-Solutions, Inc. Brand-Solutions has used our current Brand Archetype Indicator Test for over 15 years, with nearly all of our clients.