Archetypes in Branding by Margaret Hartwell

Author:Margaret Hartwell [Hartwell, Margaret Pott and Chen, Joshua C.]
Language: eng
Format: epub
ISBN: 978-1-4403-2975-3
Publisher: F+W Media
Published: 2012-07-14T16:00:00+00:00

Fundamental Archetype

Innocent

“The illusions of childhood are necessary experiences: a child should not be denied a balloon just because an adult knows that sooner or later it will burst.”

- Marcelene Cox

The Innocent is pure, virtuous and faultless, free from the responsibility of having done anything hurtful or wrong. Having little knowledge or experience of the world, the Innocent demonstrates great trust and optimism, as well as an unbridled sense of wonder.

Possessing a wholesome sense of untainted genius, the Innocent sees the potential for sacred beauty in everything. The eternal optimist, this archetype’s glass is always half full. The Innocent lacks guile and corruption and seeks the promise of paradise.

Triggering nostalgia for simpler times, this archetype’s qualities are endearing to others, eliciting the desire to help, support and protect the Innocent. Interactions with this archetype are clean, honest, uncensurable and unsullied by suspicion, cynicism or manipulation. The Innocent finds joy and meaning in simple pleasures, bringing to life the adage, “Don’t worry; be happy.” Many levels exist within this archetype since it is typically activated at the beginning and end of life when perspective is less cluttered.

Sometimes criticized for being naïve or ignorant of the ways of the world, the Innocent has no hidden motives, loves freely and without condition, knows how to trust and forgive. In its most powerful expression, the Innocent embodies a sense of oneness and renewal, representing inner peace and acceptance.

Examples

Forrest Gump. Dorothy (The Wizard of Oz). Scout (To Kill a Mockingbird). Littlefoot (The Land Before Time). Peter Sellers in Being There. Annie’s Homegrown Inc. Method (home and personal care products).

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