Social Media, Content Marketing, Special Events, maybe even Vulcan Mind Melds — business are looking to reach prospective customers any way they can in today’s fractured, niche driven, marketplace.

In order to make a deeper connection, many are turning to the work of Swiss psychological trailblazer, Freud disciple and media maven, Carl Jung. Dr. Jung postulated that all people share a “Collective Unconscious” comprised of a number of subconscious personalities —or “archetypes”.

Some major Brands have adopted this Jungian concept in their brand strategy —basing their identity on one of the more favorable archetypes in the hopes of creating a bond with their customers that goes well beyond merely selling them nifty things.