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This popular but highly controversial approach was invented by Margaret Mark and Carol S. Pearson in 2001 ('The Hero and the Outlaw: Building Extraordinary Brands Through the Power of Archetypes’). It is loosely based on Carl Jung’s theory of the collective unconscious - the idea that archetypes are innate symbols with intrinsic meaning that shape human behaviour and perception.

You can hear more about the debate in this LinkedIn thread.