Despite the popularity of Jungian archetypes, few articles seem to explore how the theory was developed in the first place. What process did Carl Jung use? What evidence were they based on? And should modern-day marketers lean on archetypes when positioning their brands?
The problem rests upon a rather tenuous link with science - archetype theory is the result of an imagined relationship between the spirit world and the world of the real. Evangelists claim it's a universal compass for navigating the world. Nick argues that no such thing exists: archetype theory is silver buckshot rather than a silver bullet for brand positoning.