ARCHETYPE CRASH COURSE WHAT IS AN ARCHETYPE? There are basic and universal stories that transcend time, geography and cultures. These stories are embodied by a key protagonist, that has been reinforced by centuries of story telling, myths and legends: The Archetype. This archetype is instantly understood and recognized by people, who can identify to it PEOPE DON’T REMEMBER FACTS THEY REMEMBER STORIES WHY ARCHETYPES? Beyond its functional characteristics, a brand is a repository of meaning and value. Archetypes give us a framework to manage this brand meaning. These 12 universal stories that people inherently “get” ultimately become a shortcut to meaning for brands.