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.