Election years bring out our deepest held beliefs, passions and desires for our country and give us even stronger convictions about who we are. So many differences surface, extreme views emerge and emotionally charged debates arise. It’s fascinating and it’s part of what makes the country great.
America is a fabulous mosaic of characteristics fueled by its wide-ranging landscape, history, personalities and cultural influences. If you asked someone to describe America as a Brand, you’re bound to get quite different answers, but I’d bet the descriptions would fall into 1 of 12 groups, or archetypes.
An archetype, most simply stated, is a perfect example of something. The concept was developed by Carl Jung to understand the underlying patterns that define a person or object. The 12 universal archetypes are: Explorer, Outlaw, Hero, Magician, Jester, Lover, Everyman, Caregiver, Creator, Ruler, Innocent and Sage. I believe America the Brand uniquely exudes all 12.
This blog series will explore Brand America through the notion of archetypes.
First up, America the Explorer.
The Explorer archetype (also known as the adventurer or the pilgrim) is about seeking out a more fulfilling life. Together, we could create a very long list of examples that enable us to see America as an Explorer, but here are a few contributing factors that I can see …
- People such as aviation pioneer Amelia Earhart, the Apollo astronauts, explorers Lewis & Clark and naturalist turned 26th U.S. President, Theodore Roosevelt.
- Adventure filled places such as Alaska, the Appalachian Mountains and Route 66.
- The music of Journey, Willie Nelson (‘On the Road Again’), The B52s (‘Roam’) and the lyrics of Francis Scott Key (‘… the land of the free and the home of the brave’).
- Fictional but very archetypal explorers such as Indiana Jones, Dora the Explorer and Huckleberry Finn.
- And then of course there are quintessential explorer brands such as Jeep, The North Face and National Geographic.
What makes America an Explorer to you?
