Archetypes are also called "genkei" in Japanese. They were discovered by psychiatrist Carl J. Jung.
An archetype is a component of collective unconscious.

As a symbolic image, it appears as an anthropomorphic figure, and becomes a motif of myth, fairy tale, contemporary film and drama. It is also a symbolic image of the worldview we experience in typical situations of life.

After 30 years of researches, Carol S. Pearson, PhD., a Jungian psychologist, developed twelve archetypes. Pearson's archetype theory is applied in personal counseling, organizational strategies, and brand strategies worldwide.

The Hero and The Outlaw, co-authored with Margaret Mark, a marketing consultant, has been highly regarded as an unprecedented brand strategy book and became a top selling book in the West.

Pearson's archetype is fundamental to determining how people feel about things, and is universally activated in people's subconsciousess across generations and countries.





Overview of Pearson archetypes <Click to jump to YouTube>