UNIVERSAL TEMPLATES seeks between order and freedom.

Either a person tends to seek

Archetypes can be seen as universal templates that exist in out rules and structure or he has more 01 a need to depart Irom
every person and which help to reach the unconscious the status quo and make his own rules. The second axis relates
ambi~ons and aspirations. The ambitions and aspirations can be to the extent to which someone is more socially or individually
plotted on two axes. The lirst axis reflects the balance a person oriented. Using these two axes as a backdrop, all human
aspirations and ambitions can be explained and gradually the
various archetypes take form. While Jung himsell stated that a
flIEEDDM limitless number 01 archetypes are possible, Pearson 119911
~ offers a simplilication in her book Awakening the Heroes Within,
in which she reduces the number 01 archetypes to twelve.

These archetypes are universal, implying that in principle every

person contains all twelve, and has access to these. That does
not mean that they are present to the same degree in everyone.
On the contrary. A certain archetype is dominant in each person.
Therelore, some people are basically more order oriented, while
others are more Ireedom oriented. This domination is largely
genetically determined, but is also influenced by the
EGO .... ~ SOCIAL environment in which the person is raised and finds himsell.lt is
possible, lor example, lor a person to be basically Ireedom
oriented, but that the increasing callousness 01 society Ithreat
of terrorism, senseless violence, etc.) causes a shift to more
order. It is also possible that a shift in ambitions and aspirations
takes place in a person as a result of a major change in his
environment (such as a birth, illness, death, etc.).

Furthermore, the activation of an archetype is determined by the

specilic situation in which the person linds himsell, because
people may strive to achieve different ambitions and aspirations
~ in differing situations. At work, for example, a person may
ORDER
behave in a very ambitious and goal-directed manner (Hero
archetypel, while with friends he wants to have lun (Jester
f' ...... he.n..ln .. chl'l'" l".,eo "....... IH11 archetypel.

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IDENTIFICATION
Archetypes are not only activated because people recognise
them in certain situations, but also in certain persons. This
explains why people can be inspired by strong characters in films
and by famous persons. People unconsciously recognise the
archetypal patterns that they themselves aspire to and admire.

It is Robin Hood who stands up for the poor by stealing from the
rich, it is the Godfather who is the powerful ruler and master, it
i$ Pablo Picasso who creates gorgeous works of art, it is
Ronaldinho who like a magician of the ball outsmarts his
opponents, it is the royai Princess Diana who helps the poor and
it is Lance Armstrong who overcomes a deadly illness to win the
Tour de France seven times in succession. Their strong identity
makes it possible for them to persevere and to realise their goals
and ideals, making them classic examples to many people.

Because they behave purely on the basis of their own

archetypal identity, people feel strongly attracted to or feel a
bond with these persons. In fact, people are touched by these
classic examples because the underlying archetypal patterns,
which are also meaningful to them, are unconsciously
recognised. By identifying with these persons, they are
strengthened in realising their own ambitions and aspirations.

In short, archetypes are universally shared concepts and

unconscious templates that make it possible for human thinking
to comprehend the complexity of reality and to make these the
basis of aspirations and ambitions. In applying this to the brand,
the challenge is to develop the identity on the basis of a relevant
archetype. In this way, the brand will connect with the
unconscious consumer ambitions and aspirations, laying the
groundwork for the development of a meaningful relationship.

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