Welcome to


“The real act of discovery consists not in finding new lands but of seeing with new eyes.” 
- Marcel Proust

Archetypes in Branding: A Toolkit for Creatives and Strategists

offers a highly participatory approach to brand development. With a foreword by Jay Ogilvy, co-founder of Global Business Network and a companion deck of sixty original archetype cards, the book includes useful advice on the meaning and responsible use of archetypes, as well as how to apply archetypes in a variety of business contexts. 


Designed to help the effective integration of brand culture and communications, an archetypal approach creates a unique way to have the conversations that matter to the future success and sustainability of your brand and your business.


Readers will use this tool over and over again to inform and enliven brand strategy, and to create resonant and authentic communications.


“If you want to build a ship, don’t drum up people together to collect wood and assign them tasks, but rather teach them to long for the endless immensity of the sea.” 
- Antoine De Saint-Exupery

Today’s brands are increasingly defined by their interactions and relationships. Customers are demanding greater accountability and integrity from businesses. Workers are craving a deeper sense of meaning from their careers. And companies are continually seeking ways to achieve more powerful and resonant brand engagements.


Applying the phenomena of archetypal wisdom facilitates a more authentic, holistic and human way of being in business.

When differentiation, loyalty, and bottom-line sustainability matter, archetypes matter. 


“I am always doing things I can’t do, that’s how I get to do them.” 
- Pablo Picasso


Offering refinement, nuance, and differentiation

Some version of twelve fundamental archetypes have been in use since Mark and Pearson’s seminal work, The Hero and The Outlaw. Archetypes in Branding expands the fundamental twelve into five archetypes to a family. While this may be overwhelming at first, users can achieve greater nuance in their brand stories and greater resonance with stakeholders. 

Another shift from Mark & Pearson’s work is that Archetypes in Branding reframes The Regular Guy/Gal as The Citizen, an increasingly important brand embodiment in our world today, which of course starts another line of inquiry and discussion. Whether it is accomplished using 12 or 60 is less important than the shared ownership that comes with the exploration and commitment possible using an archetypal lens.



Jung himself recognized that there are an unlimited number of archetypes. Undoubtedly you have perspectives to share so please share what archetypes you might be worth adding, refining, or combining.

Would like to collaborate on your suggested archetype?

“You’re only given a little spark of madness. You mustn’t lose it.” 
- Robin Williams


“Until you make the unconscious conscious, it will direct your life and you will call it fate.”
- Carl Gustave Jung