Archetypes, Brands, and the Quest for Meaning
by Margaret Mark
In Margaret Mark's career in advertising, she was often dumbfounded by the extent to which brands took on meaning for people - often across cultures and over decades. Apple, Coke, Disney, Nike. What made these entities so powerful, with the capacity to transcend time and place?
In this article Mark describes her quest for insight and how it eventually led her to archetypes and Carol Pearson's work.