The Archetype Shortcut in Brand Marketing

When time is short, the use of powerful archetypes are the key to storytelling.  Often in our business, we only get a few precious seconds to communicate messages.   Archetypes are a shortcut. By using characters that most people generally recognize, the audience makes assumptions that move the story forward.  They see "The Fool" and know the character just wants to enjoy life avoiding the worries of others.  We know this because long before and after Carl Jung pioneered the idea of Archetypes, we had seen this one countless times in literature, movies etc.  Wise storytellers use the Archetypes whenever possible.

Taken from the whiteboard halls of the Rebel Unit Media offices on a fine spring day...

Taken from the whiteboard halls of the Rebel Unit Media offices on a fine spring day...