Applied semiotics
An archetype is a recurring figure the audience recognizes without explanation: the hero and the other figures of the «language of myth», the phrase Enrico Giubertoni uses for the universal values and deep symbols that resonate with the collective unconscious.
In his texts it has two uses: the values a brand narrative draws on, and the representative figure a target persona (the typical portrait of the customer being addressed) is built from. Selection matters more than quantity: a few archetypes the departments actually use beat many portraits that stay on a slide.
An example
A window manufacturer builds two customer portraits: the surveyor who orders a hundred units and the family renovating once in a lifetime. Those are two archetypes, and the sales network actually uses them because there are few of them and they are recognizable.
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