Kent Wertime has written an informative book on how to connect with consumers using archetypes.  Its a simple but powerful concept: that you can better motivate consumers by understanding the unconscious workings of the mind.  C.G. Jung would refer to this type of archetype as ‘personified’ meaning having a personal association such as ‘lover’ rather than an abstract association such as ‘love’.  The emphasis is place on the use of image as a growth tool, for image can cross virtually any cultural border.  Wertime offers both practical tips and an image management framework to assist in communication in any media.

Building Brands and Believers: How to Connect with Consumers Using Archetypes