Michel Nugawela launches Brand Archetyping in paradigm-shifting Jungian psychology

Top brand development consultancy Michel Nugawela Designs complements its full suite of brand strategy, brand architecture, brand identity and packaging development with the introduction of brand archetyping. This is Michel Nugawela's second initiative in the paradigm-shifting field of Jungian psychology this year, the company said in a media release.

Archetypes represent symbols, themes, settings, or character types in the collective unconscious of the human psyche that recur across time, generations, cultures, industries and markets. The 12 primary archetypes - the Innocent, Regular Guy, Warrior, Caregiver, Explorer, Lover, Outlaw, Creator, Ruler, Magician, Sage and Jester - symbolise fundamental human motivations and meanings found across the categories and segments brands compete within. These include the complete spectrum of consumer values and goals that frame brand archetypes within the two human motivational dimensions of Stability versus Mastery, and Belonging versus Autonomy dynamics, it said.

"The most successful and profitable brands consistently emulate the behaviour of a particular archetype," says Michel Nugawela. "For example, the Anchor mother is the archetypal Caregiver - nurturing, lov- ing, self-sacrificing and devoting herself to her children and family. Meanwhile, Lion Lager is the archetypal Champion brand where male consumers perceive themselves to have the discipline, courage and strength to overcome the obstacles life throws at them and defend the underdogs in society - hence the brand development process creating the Lion sinhaya proudly standing atop the rock."