The Archetype Mode Of Brand Building

In the Image economy times, the survival of enterprises is in the hands of the image which is related to the consumer links. However, not all the images can be positive. The magic of image often occurs in the deep Subconscious, how to find it becomes to the challenge which the Image economy times bring to the brand-shapers.Returning to the human heart, archetype which is hidden in the human unconscious, universal but individual, flexible but enduring is the communication source code brand shapers looking for. The archetype pattern is a way using archetype for brand's core driver. As the archetype image, 12 archetype(s) can make archetype replacement and activate subconscious, thus influence consumers' behavior. The subconscious-consciousness path is operation of the archetype mode, and also the only way for the realization of to the brand.The modern business mythology is the channel paved for the conversion of archetype power. Unlike to the spontaneous creation of ancient mythology, the modern commercial myth needs structure factors of the archetype mode, which are: the "myth figure" intended as archetype image, the "story plot" which can realize the transformation network of the archetype(s)'s power, the convex mirror "symbol" which collecting information and eyes, and the "brand concept" which mingle all the elements and creating deep faith.The advance of the archetype(s) mode is it endue brand with soul. When using it we must take the nature and form for consideration, specifically to say, it involving suitable archetype, fairy tale and management of organization. The only way the brand should take is combining of internal practice and external construction. Although archetype has such great magic, however, its complex and cultural differences bring limitations in its use. Any artificial stimulation might generate bad social influence, which brand-shapers should pay much attention to. Only use archetype rightly, can share the enduring of brand.