ACM blog · Marketing and Education
Archetypes
What we learn by measuring brands. The method, the archetypes, guides and case studies, for brands, agencies, teachers and students.
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Clear filter ×Blog ACMArchetypes are not a horoscope: what ACM Framework takes from JungArchetypes are a vocabulary, not a law of nature, and ACM Framework uses them as a ruler, not as a foundation. What makes the measurement serious is the rules: rated statements, independent coders and thresholds that stop a number before it reaches the report.Blog ACMThe 12 brand archetypes, on one mapThe 12 brand archetypes are the Innocent, the Sage, the Explorer, the Outlaw, the Magician, the Hero, the Lover, the Jester, the Everyman, the Caregiver, the Creator and the Ruler, grouped into four motivations. In ACM Framework, each has a card that says what it does, how it speaks and where its limit lies.