Branding and advertising, at their cores, aren’t merely about promoting products. They’re deeply psychological, designed to tap into our hopes, fears, and desires. In navigating brand psychology, a wealth of insight can be found in the work of Carl Jung, whose theory of the collective unconscious offers a fascinating lens through which we can view modern branding.
Jung posited the existence of a shared mental reservoir of archetypes: universally recognized motifs inherited not from personal experiences, but from our shared human journey. These archetypes are present in stories from every human culture across every era, from The Epic of Gilgamesh to the latest Marvel movie.
Brands are contemporary storytellers. They construct narratives, aiming to resonate not just with our personal experiences, but also with deeper, more universal feelings. They do so by appealing to the archetypes that, as Jung suggests, are hardwired into our psyche. Brands that successfully leverage these archetypal narratives achieve something significant: they resonate on a deeper level, across cultures and continents. They’re not just telling you a product story, but THE story, one that feels intrinsically human.