How to Use Jungian Archetypes to Build Brands with Wide Appeal

In an age with more advertising clutter, fragmented markets, and shorter consumer attention spans, how do brands get to stories that can break through and resonate with a large consumer base?

One way is to tap into Jungian Archetypes.  These 12 archetypes have emerged from generations of (non-commercial) storytelling and are underpinned by universal human motivations.
Brands that can tap into them can create motivating narratives to which consumers can quickly relate.  This entertaining presentation will give you a quick overview on how your brand can use archetypes to guide your brand’s story.

Scott GriffithAbout the presenter:

Scott Griffith is a 28-year veteran of the advertising business who has helped develop communications strategies for clients in virtually every economic sector.  His strengths include simplifying complex marketing problems, deciphering market research into usable conclusions, crafting actionable brand positions, and using archetypes to propel brand narratives.  Past clients include MolsonCoors, SC Johnson, Nestle, Mercedes-Benz, Mars, FedEx, Pepsico, Guinness, The Royal Bank of Canada, and Bayer.  Originally from Canada, Scott is a graduate of Canada’s leading business school, Western University’s Ivey School of Business.  He moved to the area in 2010 to work with Energy BBDO, a leading ad agency in Chicago, and now teaches an array of marketing, branding, and communication courses at the University of Notre Dame’s Mendoza College of Business.

He is an accredited sommelier, trivia buff, baseball umpire, craft beer aficionado, and a married Dad of 2.   His personal website,, documents his experiences as an avid sports fan attending games in the home venues of each of the 30 Major League Baseball teams, 32 NFL teams and 32 NHL teams.

Special thanks to our Sponsors:

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Please note the date of this event is Wednesday, January 26.

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Jan 26 2022


11:45 am - 1:00 pm


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