Archetypal stories trigger moving experiences that resonate deep within us. 

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“A survey by Meaningful Brands in 2017 highlighted that 84 percent of people expect brands to produce content that entertains, provides solutions, experiences, and events. So carefully selecting the right story archetype and producing compelling content to appeal to that archetype has never been more important, or powerful.”  — Rumble Romagnoli, thedrum.com

 

From the beginning of life, we shape our experiences through storytelling. Stories spring from a set of constants buried deep within the well of human experience — these constants are archetypes. 

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Archetypes are ideas repeated in human activities and creations — in art, literature, and architecture — across times in every civilization. Archetypal ideas are rooted deeply in our instinctual nature. We're drawn to these stories because we live them individually and collectively. These stories speak to us beyond the words used to tell them.

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Archetypes are many and varied, reflecting the multi-faceted nature of the human experience. Discovering which archetype aligns with your offering is essential to harnessing the power of this deeply intuitive relationship.

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In order to understand the power of archetypal ideas, ​George Lucas sought help from Joseph Campbell, a respected scholar of mythology and archetypal expression. After the blockbuster success of his movie, Lucas commented that if it were not for what he learned from Campbell, he might still be trying to write Star Wars.

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May the force be with you.