Using archetypes in films has been the standard since we started watching silent movies. Taking archetypal psychology into the realm of business is a new addition to the mix of business strategy. The authors have made the sometimes complex world of archetypes into an easy-to-understand rendition of the personified or personal archetypes. Archetypes have been called the software of the psyche, that unconscious realm that governs our behavior. When you understand the archetypal terrain, you can then utilize these powerful approach to organizational development and change management. A useful tool in internal branding.