The aim of the paper is the alignment of C.G. Jung's (1954) archetypes and Aaker's (1997) brand personality framework in the context of advertising. C.G. Jung's theories had a tremendous impact on psychology. David Aaker and his daughter Jennifer are seen by many as the branding gurus. Despite...

Cover -- Title Page -- Copyright -- Dedication -- Contents -- Acknowledgments -- About the Authors -- Ethan Beute -- Stephen Pacinelli -- Introduction -- Part 1 Why It's Time to Rehumanize Your Business -- Chapter 1 The New Way to Communicate, Connect, and Convert -- A Simple Video Makes a Big...