the TRUE origins of the 12 archetype system
When we talk about archetypes in branding and marketing, the name Carl Jung often comes to mind. However, while Jung did propose the concept of archetypes as universal symbols found in myths, stories, and the human psyche, the 12 archetype system that is commonly referred to today is actually the work of Carol S. Pearson. I had previously referred to them as Jungian archetypes as was the common terminology, but in reality, the 12 archetype system was developed by Carol S Pearson and she deserves credit for the brilliant framework she brought into the world.
The Carl Jung Confusion
While Jung did introduce the concept of archetypes to psychology, his work centered on a different set of archetypes. Pearson's 12 archetype system is an expansion and specification of Jung's broader concept, focusing particularly on heroic archetypes.
Jung's archetypes were more generalized, encompassing such figures as the Mother, the Child, and the Shadow. Pearson, on the other hand, developed a more specific set of archetypes, including the Innocent, the Lover, the Warrior, and the Sage, among others.
Carol’s archetypes were deeply influenced by Carl Jung as well as the work of Joseph Campbell and the hero’s journey, but they are all together separate.
When you see marketers or branding strategists saying “These 12 archetypes were created by Carl Jung” - this is unfortunately misinformation.
The Birth of the 12-Archetype System
Carol S. Pearson, a renowned author and psychologist, is the true creator of the 12-Archetype System. This system led to the development of the Pearson-Marr Archetype Indicator® assessment, which has been instrumental in the field of psychology… and which has directly influenced my own work as a brand strategist and my own brand archetype quiz for spiritual entrepreneurs.
Pearson's work revolved around twelve heroic archetypes that she discovered appear consistently across cultures and time periods. These archetypes, according to her research, offer insights into our motivations, values, and personalities, making them valuable tools in understanding human behavior.
In her influential work, "Awakening the Heroes Within: Twelve Archetypes to Help Us Find Ourselves and Transform Our World," Pearson illustrates that the heroic quest isn't just for certain people under special circumstances. She argues that by exploring these archetypes, we can awaken the heroes within ourselves.
A Note on Women Being Written Out of Their Own Work
This mix-up between Jung and Pearson reflects a larger, more pervasive issue. Women have often been written out of their own work, their contributions overlooked or attributed to men. For instance, Pamela Coleman Smith, the artist behind the iconic Rider-Waite Tarot deck, is rarely credited for her work. Just as Smith's artistry brought the tarot to life, Pearson's research has given depth and nuance to our understanding of archetypes. Her work is CONSTANTLY being shared around the internet under a different name. Yet, in both cases, their work is often overshadowed or they are written out of it and uncredited all together.
Conclusion
The origins of the 12 archetype system are firmly rooted in the pioneering work of Carol S. Pearson. While Carl Jung laid the groundwork with his concept and theory of archetypes, it was Pearson who developed the specific 12 archetype system that we often refer to in branding and marketing today. Her work has had a profound impact on multiple fields, from psychology to marketing, and continues to be a valuable tool for understanding human behavior.
