Can ancient psychology really drive modern marketing results? Absolutely. Brand archetypes tap into humanity’s oldest emotional software—our instinctive pattern recognition system. Built on Carl Jung’s theory of the “collective unconscious,” archetypal branding has fueled over $11 billion in industry revenue by creating deeper customer connections and boosting campaign performance. But while archetypes like the Hero, Sage, and Rebel work wonders in B2C, it’s B2B brands that need them most. Why? Because enterprise buyers don’t just evaluate risk—they feel it.

Our digital profiles are changing the way we live.

On the need for Ethical Innovation

It’s time to stop thinking of a bank as a place.