Função arquetípica como possibilidade de criação e posicionamento de mercado: estudo de caso da agência sagui

Abstract

This study aims to analyze how the collective imaginary and archetypes contribute to the construction, positioning and strengthening of brands, using the creation and trajectory of Agência Sagui - a strategic communication, data intelligence and branding company - as a case study. The research is grounded in a theoretical framework on imaginary, consumption and media culture, drawing on authors such as Jung, Durand, Morin, Wunenburger, Mark and Pearson, among others, and articulating these contributions with the field of archetypal branding. Methodologically, this is a qualitative, exploratory-descriptive study that combines a literature review, documentary analysis and a single case study with an autoethnographic approach, including content analysis of Sagui's institutional and digital materials, as well as semi-structured interviews with founders, team members and clients. The symbolic mapping of the brand reveals an archetypal constellation centered on the Magician and the Sage as structuring axes of Sagui's identity, which become evident in its visual language, in its monitoring and intelligence products and in the way the agency translates data into communication strategies for sensitive contexts. The results indicate that the conscious use of archetypes, anchored in audiences' imaginary and in the specificities of each context, helps to differentiate brands in saturated markets, provide narrative coherence to consumption experiences and support communication decision-making processes. It is concluded that archetypal branding, when applied critically and contextually, operates both as a methodological tool for symbolic brand management and as a device for reflecting on professional practice in advertising and communication. [resumo fornecido pelo autor]