Introduction: The 12 archetypes of identity
In the early 1900s a prominent psychologist, Carl Jung introduced the concept of Archetypes. He highlighted that certain forms or images are hardwired in the human psyche because humans use symbolism to understand complex ideas. He further pointed out that since there are some specific paths already imprinted in the minds of people that lead to greater understanding, it is essential that these specific paths be characterized since he claimed that they are timeless as well as recognizable. Remarkably, he even had the foresight to say that these categories exhibit personal traits that can enable companies worldwide to market their brands to their particular targeted audiences effectively.