Getting Freud and Jung in one Frame

The concept of the collective subconscious and the collective unconscious can be applied in marketing in different ways.

Sigmund Freud's concept of the collective subconscious refers to the part of the subconscious that is shared by individuals within a culture or society. In marketing, this can be used to understand the shared cultural beliefs and values that influence consumer behavior. By identifying these shared beliefs and values, marketers can create advertising campaigns and messaging that resonates with consumers on a deeper, subconscious level.

Carl Jung's concept of the collective unconscious refers to the shared pool of archetypes, symbols, and experiences that are inherited by all humans. In marketing, this can be used to tap into universal themes and archetypes that resonate with consumers across cultures and geographies. By understanding these universal themes and archetypes, marketers can create advertising campaigns and messaging that appeal to the collective unconscious of consumers.

To combine these two concepts in marketing, marketers can use a variety of techniques such as incorporating universal symbols and archetypes in advertising campaigns, using storytelling to tap into shared cultural beliefs and values, and leveraging social norms and group behaviour to influence consumer behaviour.

For example, a marketing campaign for a luxury brand could use archetypes such as the hero or the lover to create an emotional connection with consumers on a subconscious level. At the same time, the campaign could also tap into shared cultural beliefs and values around status and achievement to appeal to consumers' collective subconscious.

Overall, by combining the concepts of the collective subconscious and the collective unconscious, marketers can create more effective and resonant advertising campaigns that speak to consumers on a deeper, subconscious level.

Can we apply this to hotel marketing ?

Yes, the concepts of the collective subconscious and the collective unconscious can be applied to hotel marketing. By understanding the shared cultural beliefs, values, and archetypes that influence consumer behaviour, hotels can create advertising campaigns and messaging that resonate with potential guests on a deeper, subconscious level.

For example, hotels can leverage archetypes such as the explorer or the adventurer to appeal to guests who are seeking new experiences and adventures. By showcasing local attractions and unique experiences in their advertising campaigns, hotels can tap into the collective unconscious desire for exploration and adventure.

Similarly, hotels can tap into shared cultural values such as relaxation, luxury, or family to create emotional connections with guests. For instance, a family-friendly hotel could use messaging and imagery that emphasises the importance of spending quality time with family, while a luxury hotel could use messaging and imagery that emphasises the importance of self-care and pampering.

Hotels can also tap into social norms and group behaviour to influence consumer behaviour. For instance, by highlighting positive guest reviews or showcasing social proof such as awards or certifications, hotels can appeal to guests' collective subconscious desire to be part of a desirable group.

Overall, by incorporating the concepts of the collective subconscious and the collective unconscious into their marketing strategies, hotels can create advertising campaigns and messaging that resonate with potential guests on a deeper, subconscious level, ultimately leading to increased brand awareness, customer loyalty, and revenue.

Here are some examples of hotel marketing campaigns that leverage the concepts of the collective subconscious and the collective unconscious:

1. Marriott's "Golden Rule" campaign: In this campaign, Marriott leveraged the shared cultural value of treating others with respect and kindness by encouraging guests to follow the "golden rule" of treating others how they would like to be treated. By tapping into this shared value, Marriott created an emotional connection with guests and reinforced its commitment to hospitality and customer service.
2. Four Seasons' "Embark" campaign: This campaign leveraged the archetype of the explorer and the collective unconscious desire for adventure and new experiences. By showcasing unique travel experiences and destinations, Four Seasons appealed to guests' desire for exploration and adventure, positioning itself as a luxury travel brand that offers more than just a place to stay.
3. Hilton's "Expect Better. Expect Hilton." campaign: This campaign leveraged the social norm of high expectations and the collective subconscious desire to be part of a desirable group. By positioning itself as a premium hotel brand that exceeds expectations, Hilton appealed to guests' desire to be part of a group that values quality, luxury, and excellence.
4. Hyatt's "For a World of Understanding" campaign: In this campaign, Hyatt leveraged the shared cultural value of diversity and inclusivity by showcasing its commitment to cultural understanding and respect. By tapping into this shared value, Hyatt created an emotional connection with guests and reinforced its commitment to hospitality that is welcoming and inclusive to all.

Overall, these campaigns demonstrate how hotels can leverage the concepts of the collective subconscious and the collective unconscious to create advertising campaigns and messaging that resonate with guests on a deeper, subconscious level, ultimately leading to increased brand awareness, customer loyalty, and revenue