User talk:31.179.29.109

Archetypes are universal and cross-cultural patterns of human behavior, which emit the same messages and which were defined by Jung. They achieve identification when the consumer is very active in the archetype from which the brand speaks. Then he feels identified because, deep down, they are sharing the same values. It is the hook of communication, it is what will make it relevant for the chosen consumer (Urrea, 2015) (Gallego, 2015) Each archetype has its negative side and its positive side. But in the strategic process, not in the investigation, it is necessary to work only with the positive side of the archetype. It is better not to work the negative part of the archetypes, since it is the dark part, the defects. Brands have to make everything positive. During the strategic process, Inmaculada Urrea doesn't just work with one archetype, she works with two and then creates the brand's fictional character. It is necessary to customize and make that unique character, so that if any brand launches a communication on the same archetype they cannot be confused. This projects an image that connects to a specific target. There is no universal target. Similarly, in the communication of every brand there will always be a dominant archetype.