Brand archetypes are based on Carl Jung’s theory of a “collective unconscious”: everyone has a second psychic system that is identical in every human being. Brand archetypes are the Santa Claus of ...

Proposed by two U.S. academics, William Strauss and Neil Howe, the theory postulates that historical events align with recurring generational archetypes. Each archetype gives rise to a new era, or ...

The Columbine High School shooters, Eric Harris and Dylan Klebold, provide a tragic modern example of the outlaw archetype. Their extreme overvalued beliefs (EOBs) were seen in their fixation on ...