In this podcast. we identify 12 branding archetype categories that relate to the types of audience categories. In this first podcast, we explain the first 6 archetype categories with key information that surrounds this category. Branding archetypes are mental frameworks that symbolize the common human motivations, as well as drives, desires, and goals surrounding each group. These categories are loosely based on the work of psychologist, Carl Jung, who identified 12 major personality archetypes.