It was a joy and a thrill to run across your blog post about Pearson’s archetypes
My introduction to branding archetypes came about like this. For the past couple of years I have been preparing to hang out my shingle as an internet marketing consultant. A while back, I went to an evening seminar presented by a marketing consultant about branding archetypes. His discussion was based on Pearson’s work.
It was immediately apparent to me that the archetypes he was referring to corresponded to the signs of the zodiac. I’ve been studying astrology for about 18 years. To me, the connection was obvious.
Since then, I’ve further explored branding archetypes. The idea has been quite popular among branding specialists. Of course, everyone has their own idea of what they are. Some say there’s 8, some say there’s 20, but most of the time, it’s 12. Quite a few of them will reference Jung, and even Joseph Campbell. None that I know of has ever mentioned astrology.
You are the only other person I’ve run across who has connected the dots between branding archetypes and astrology. What a relief. Thank heavens I am not the only one.
In response to your comments:
You know that astrology forms the basis of marketing and business when you see something like the Pearson Archetypal System which is used by marketers to help in branding. But a quick look at this "break through" system will begin to reveal something quite ancient and established -- the twelve archetypes in this system correspond nicely to the 12 Astrological signs.
Well, a lot of astrology practice focuses on relationships. There’s about a bazillion astrology dating sites out there. Marketing also focuses on relationships. But no one in marketing has ever thought of using astrological analysis as a marketing tool. If they have, I have yet to find them.
Their website tells of how Swiss psychologist Carl S. Jung's work on archetypes led Dr. Carol S. Pearson to conclude that these narratives formed the structure of the human psyche. Jung coined the term “archetype” to define the underlying psychological patterns that recur in these stories and are frequently found in the symbols, images, and themes of art, mythology, sacred texts, and popular entertainment.
Building on Jung’s work, Dr. Pearson has created a system for working with these archetypes that enables us to understand individual and group development and motivation. Her 12-archetype system includes the archetypes or storylines that her research found to be most correlated with success and fulfillment in contemporary society.
Of course Jung was a devotee of astrology and tarot. But they don't say that....
Does it strike you as weird that people who are aware of Jung’s work and obviously regard him with a lot of respect, can at the same time be oblivious to his work with astrology? How could they miss something like that?
I posed this question to an astrologer recently. He looked up branding archetypes online, came back and said they had nothing to do with astrology. I asked him about Jung, and he said that Jung’s primary focus was on archetypes, his work on astrology was only tangential, and that he never connected the two. Somehow, I find that hard to believe. But I guess I’ll have to go back and reread Jung.
The 12 Pearson Archetypes, and the individual and organization best represented by these archetypes are as follows: The only thing I disagree with is that I think you have Libra and Scorpio switched.
Thank you again and all the best,
My response to Jane - Thank you so much for your thoughtful response to my post. I have looked at the ascription to Libra (Magician) and Scorpio (Lover) and think I have them right. Scorpios are passionate, jealous and intense - ruled by the 8th house of sex. Libras are diplomatic and able to bring two warring parties to the negotiation table. That might be a deft move in some circumstances so Magician may be apt.