Bigger Than Branding

US presidents could always archetype at scale. And by archetyping, I mean something bigger than branding. It’s not a mere imprinting of ideas in our consciousness. It’s something akin to attaching something in the quotidian, in our timelines, to very deep structures within our cognitive frameworks on an individual, but also on a micro and a macro level.

Source: Podcast: Disinfolklore Universe Episode 2

When they use archetypes, like in this case, Odin (“He’s gone to Odin”), these are very deep structures. They attach not just into our culture, but into, for instance, Wednesday. Every time you say Wednesday, you’re unknowingly, perhaps, making a dedication to Odin… It connects with the deep psychological fears of people in their inner minds and motivates them to hate migrants.

Source: Podcast: Disinfolklore Universe Episode 2

Archetyping is deeper than branding, deeper than propaganda. It attaches new content to ancient cognitive structures — Odin in Wednesday, the Mother/Maiden in every protection narrative, the Trickster in every office joker. Tool 9 reveals these deep attachments. When FBI head Kash Patel or Wagner soldiers invoke Odin, they are tapping into a cognitive structure that is literally embedded in the word for a day of the week.

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