Archetypes are the collective images and associations that build an identifiable character in our minds. In design they are useful in that they can be used to create a personality for your brand that your target demographic.
When an archetype takes on a persona that the customer can identify with there is a bond that ties them together like would happen with two people who relate with one another. The need for people to make associations with strong identifying brands is key to the development of a personal identity. In the context of the new socially connected society that is being created as we speak brands that reach out to people from within their social structure are charged with the task of relating to an individual on such a personal basis that they will openly accept the new brand into their circle of trust. Once that connection has been made, however, that brand is part of a network of "friends" that share similar benifits as "real friends" such as trust and loyalty.
Professional skateboarder Tony Hawk has created a brand around the name he has made for himself. Through the graphic styles, events, and products the essence of his brand revolves entirely around the life of the underground skateboarder. For Hawk it was easy to keep his brand personality in line with everything he stands for because it is who he is. The lesson that can be taken from his brand strategy is that although not every company can have a real person to relate to they should all represent an archetype that can be personified as easily as Tony Hawk. Looking at the one line of cloths build on the Tony Hawk name it's easy to see the person he represents throughout his product line. You can see some Hawk clothes here: http://www.kohls.com/kohlsStore/ourbrands/tonyhawk.jsp?searchTerm=hawk
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