In a commoditized market products differentiate themselves on the role they seek to play in our lives. This is a collection of brands organised around the Jungian archetypes.
But you can also look at just about any aspect of human life in these terms. Pick a saying in any language. It could be “all for one and one for all” like the three musketeers, or “Never give a sucker an even break, (W.C Fields) or “Nobody’s perfect.” Then ask yourself which archetype does the quote sit best with?
Steve Jobs positioned Apple as a creator disruptor. It was consonant with everything else he was getting the brand to be. You know the other brand elements in the mix: Good quality workmanship, the Apple genius persona, a turtle neck young sexy upstart rather than the nerdy tie wearing embodiment of the PC. And although Apple had some totalitarian tendencies itself, it managed to position itself as the antidote to the herd mentality.