About Us and Our Approach

Created By

Archetypology has been created by Dr Janis Wilson in response to the need for a more cohesive and comprehensive approach to the understanding of brand communication.
After many years working in this field she felt that there were few methodologies available to understand how communication works for people at an out of conscious, automatic level, and that new approaches were needed to reveal the often hidden power of strong and successful brands.

The search for these solutions has led her to search material across a wide spectrum of disciplines from neuroscience, psychology, myth, gender studies, personality and psychometric testing, semiotics, neurolinguistic programming, hypnosis as well as alternative models of thinking such as kinesiology, energy medicine and systems thinking.

Dr Wilson has degrees from London University as well as the University of Oxford. She has also drawn on her experience in advertising planning and brand consultancy, qualitative research and organisational development and has worked in a diversity of market sectors.

The result is Archetypology. The bringing together, in an innovative way, of a set of models and principles which can make sense of any brand, how it works and why it sometimes doesn’t.

Our Recent Clients have included

Guinness, Ribena, Channel 4, Aquafresh, Sensodyne