Brand Storytelling Through the 12 Archetypes | Ivio Agency · Ivio Agency

Storytelling has played a significant role in nearly every culture throughout history. It is such an innately human concept that humans tend to think in the form of stories, and storytelling may even be a hardwired part of our brain (Lukas, 2013).  

There is empirical and historical evidence of their effectiveness in all storytelling forms. According to the research of Carl Jung, archety