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Archetypes etc

Over time lots oArchetypesf people have asked me about archetypes and their use in marketing. I am not a Jungian specialist – which may be an advantage since I have to explain the ideas involved to myself without any specialist training!

So I’ve put together a pdf with my thoughts on this subject that you are welcome to download if it interests you.



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As a psychologist, psychotherapist and research practitioner of 40 years, I've had the benefit of the experiences of more than 100,000 people around the world. They've talked about their daily lives, hopes, fears, ambitions and needs. These experiences have helped me to contribute to innovations from Beds in Business and the Fast Track for airlines to television drama and online communities. Specialties:Large groups, facilitation, application of psychological theories to commercial issues