The author’s posts are entirely his or her own (excluding the unlikely event of hypnosis) and may not always reflect the views of Moz.
Roger Dooley, neuromarketing expert, reminds us in his book Brainfluence that in 80% of cases we make a decision before being rationally aware of it.
Although Dooley explains this effect in terms of how our brain works, in my opinion, distinctly separating neuroscience and the theory of archetypes would be incorrect. On the contrary, I believe that these two aspects of the study of the human mind are complementary.
According to Jung, archetypes are “[…] forms or images of a collective nature which occur practically all over the Earth as constituents of myths and—at the same time—as individual products of unconscious”. He then, added something that interests us greatly: “The [forms and images] are imprinted and hardwired into out psyches”.
Being able to design a brand personality around an archetype that connects unconsciously with our audience is a big first step for: brand loyalty, community creation, engagement, conversions…
