Imagine this. It’s Valentine’s Day and you need to get a gift for your S.O. You opt for a gift that’s tried-and-true: chocolates. Do you conveniently run into the CVS next door or do you drive the extra few miles to the mall for Godiva truffles?
Surely, it depends on many factors (budget and time for starters), but I’d argue most of you will choose Godiva. Here’s why: it’s a lover brand. Its silky smooth ribbons, rich colors, and eye-catching gold accents signal something more to your valentine – quality and exclusivity. There’s meaning baked into Godiva, and it’s one of many archetypes found in all majorly successful brands.
What are archetypes?
Archetypes are universal forms or images occurring throughout history and literature that are hardwired into our psyches. It’s the basis for Carl Jung’s psychological theories, identifying the relationship between symbols and consciousness. Jung identified 12 distinct, repeating themes throughout culture. These themes range from the hero and the jester to the outlaw and the ruler. And believe it or not, they’re all related to modern marketing.