The term "archetype", as it is used in marketing today, has its origins in Carl Gustav Jung's theories. He believed that universal, mythic characters— archetypes—reside within the collective unconscious of people the world over.
Archetypal images represent fundamental human desires and evoke deep emotions. Each of the 12 archetypes we work with symbolises a basic human need, aspiration or motivation.In other words, an archetype is a human type in its purest form: the classic hero, outlaw, ruler, or wise man. Each type has its own set of values, meanings and personality traits.