Sri Lanka - Dr.
K's Archetypes
Sri Lanka

Dr. K conducted an internal training session on Archetypes for the Colombo team.

We invited a client along so they could also get a deeper understanding and clarity on how we can use them successfully, helping them to understand what role they play in their customers’ lives, and which character accurately expresses their value proposition.

What was interesting was that it is estimated that in as much as 80% of cases we make a decision before being rationally aware of it. The power of identifying a brand with an archetype is that it already exists deep within our subconscious — it does not need to be created. So, in low-engagement contexts (like a website) where you only have seconds to make an impression, archetypes require less cognitive processing.

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