ARCHETYPES are shared, universal patterns that help us understand characters and stories.  We employ archetypes in both our consumption (of stories, movies, music) and our communication – of ourselves, our experiences and our brands. Learn about the stages in the hero’s journey and 12 common archetypes, one of which may describe you and/or your brand. This is episode one of a two-part podcast series on ARCHETYPES.




  •  “Collected Works of C.G. Jung, Volume 9 (Part 1): Archetypes and the Collective Unconscious” –
  • “The hero and the outlaw: Building extraordinary brands through the power of archetypes” Margaret Mark & & Carol Pearson –
  • “Awakening the Heroes Within” Carol Pearson –

Carl Jung archetype book


The Hero and the Outlaw archetypes book


Awakening the Heroes Aithin Archetypes Book 


Talk About Talk & Dr. Andrea Wojnicki


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