ABSTRACT
In their book, Margaret Mark and Carol Pearson opened their readership's eyes to the potential for Archetypes. They characterised Archetypes as projecting your purpose to the world, and ensuring that the way one behave and conduct themselves reinforced the natures of theirs brand in such a way that anyone can instantly understand, engage and empathise with it and interact within. Each has its own characteristics and each Archetype is presented in what is at times rather flowery narrative, somewhere between mysticism and Tolkien's Middle Earth. The Lover Archetype wants and even needs to give love, and receive love, be it emotional or sensually derived. It is said that many people in the arts, especially television and the cinema, reflect the Lover. Sir Richard Branson is an adventurer in the way he opened up new markets with his Virgin Brand wherever a market was dominated by incumbent companies who were large, immovable and restricting entry with non-competitive practices.
