There is some evil in the world. It's getting stronger. In the shadows somebody is sharpening their skills, developing and training to be the best they can be. Then, when all seems lost, they arise to save the day. This is what the 'Hero' archetype is all about. The character who triumphs over adversity and challenges to overcome evil. In so doing we are all inspired to do the same in our own way.
Archetypes are recognisable patterns of human behaviour which are often amplified in stories. In turn, stories are the way we make sense of the world around us. For those involved in the disipline of 'managing meaning' (e.g. storytelling and branding) archetypes become a powerful tool. They help teams build extraordinary meaning and create remarkable creative work because archetypes enable communication on a deep psychological level. More on the power of archetypes here.
In this post we will review the Hero brand archetype building on the work of Margret Mark and Carol S Pearson in their book "The Hero and the Outlaw".