brand archetype

B R A N D A R C H E T Y P Ean introduction + overview

brand archetype ( Ä R • K I • T Ī P )

P R I M O R D I A L I M A G E , C H A R A C T E R , O R P A T T E R N O F C I R C U M S T A N C E S T H A T R E C U R S T H R O U G H O U T L I T E R A T U R E A N D T H O U G H T C O N S I S T E N T L Y E N O U G H T O B E C O N S I D E R E D U N I V E R S A L .

“!ere are forms or images of a collective nature which occur practically all over the earth as constituents of myths and at the same time as individual products of

unconscious. !ese are imprinted and hardwired into our psyches.”– Carl Jung’s ‘Archetypal !eory’

A R C H E T Y P E S

“!e concept of archetypes was borrowed by Jung from classic sources, including Cicero, Pliny, and Augustine. In Sanskrit, they were called ‘subjectively known forms’; and in Australia, they were known as the ‘Eternal Ones of the Dream.’”

—Joseph Campbell, !e Hero with a !ousand Faces

A S Y S T E M F O R T H E M A N A G E M E N T O F M E A N I N G

A R C H E T Y P E S

A B R A N D I S A P R O D U C T W I T H A P E R S O N A L I T Y

It’s hard to carve out tangible product advantage

Powerful brands connect when they radiate an empathetic personality

Archetypes are a tool that help craft brand character

A brand’s archetypal; territory is rooted in core brand elements

Acts as a f ilter for brand behavior

Creates a true-north for the brand

Defines an ownable tone

Opens the brand up creatively

Creates emotional associations for the consumer

Helps reinforce internal values and external vision

A R C H E T Y P E Sthe benefits of

EXPLORER

SAGE

INNOCENT

CREATOR

RULER

CAREGIVERLOVER

JESTER

REGULARGUY/GAL

OUTLAW

MAGICIAN

HERO

1 2 C L A S S I C

A R C H E T Y P E S

BELONGING ORDER

KNOWLEDGECHANGE

F O U RP S Y C H O L O G I C A L

F U N C T I O N S

EXPLORER

SAGE

INNOCENT

CREATOR

RULER

CAREGIVERLOVER

JESTER

REGULARGUY/GAL

OUTLAW

MAGICIAN

HERO

C U L T U R A LA R C H E T Y P E S

EXPLORER

SAGE

INNOCENT

CREATOR

RULER

CAREGIVERLOVER

JESTER

REGULARGUY/GAL

OUTLAW

MAGICIAN

HERO

B R A N DA R C H E T Y P E S

EXPLORER

SAGE

INNOCENT

CREATOR

RULER

CAREGIVERLOVER

JESTER

REGULARGUY/GAL

OUTLAW

MAGICIAN

HERO

Each brand should align with only one

archetype, but can and will share similar traits

& characteristics as other archetypes

T H E H E R O

mottoWHERE THERE’S A WILL, THERE’S A WAY

what they do ACT COURAGEOUSLY

associationsSTRENGTH | POWER | BRAVERY | HONOR

T H E M A G I C I A N

mottoI MAKE THINGS HAPPEN

what they do TRANSFORM AND AMAZE

associationsIMAGINATION | CLEVERNESS | CHANGE | DELIGHT

T H E O U T L A W

mottoRULES ARE MADE TO BE BROKEN

what they do CHALLENGE THE WORLD

associationsINDIVIDUALISM | PASSION | FREEDOM | SEXUALITY

T H E R E G U L A R G U Y / G A L

mottoALL MEN AND WOMEN ARE CREATED EQUAL

what they do MAKES EVERYONE FEEL IMPORTANT

associationsUNSELFISHNESS | SUPPORT | FRIENDLINESS | REALISM

T H E J E S T E R

mottoYOU ONLY LIVE ONCE

what they do ENCOURAGE GOOD TIMES

associationsORIGINALITY | FUN | MISCHIEF | POSSIBILITY

T H E L O V E R

mottoYOU'RE THE ONLY ONE

what they do AWAKEN THE SENSES

associationsROMANCE | GLAMOUR | DESIRE | SENSUALITY

T H E C A R E G I V E R

mottoLOVE YOUR NEIGHBOR AS YOURSELF

what they do CARE FOR OTHERS

associationsRESPECT | TRUST | SECURITY | COMPASSION

T H E R U L E R

mottoPOWER ISN'T EVERYTHING, IT'S THE ONLY THING

what they do EXERT CONTROL

associationsPOWER | STABILITY | EXCELLENCE | EXPERTISE | LEADERSHIP

T H E C R E A T O R

mottoIF YOU CAN IMAGINE IT, IT CAN BE DONE

what they do CRAFT THINGS OF ENDURING VALUE

associationsSELF-EXPRESSION | INNOVATION | VISION | NONCONFORMITY

T H E I N N O C E N T

motto FREE TO BE YOU AND ME

what they do RENEW FAITH

associationsFREEDOM | OPTIMISM | PURITY | BEAUTY

T H E S A G E

mottoTHE TRUTH WILL SET YOU FREE

what they do SEEK UNDERSTANDING

associationsTHOUGHTFULNESS | WISDOM | INDEPENDENCE | TRUTH

T H E E X P L O R E R

mottoDON'T FENCE ME IN

what they do SEARCH FOR THE NEW

associationsINDEPENDENT | PIONEERING | DISCOVERY | FEARLESSNESS

examples of E X P L O R E R A R C H E T Y P E S

charting a perception map of other E X P L O R E R B R A N D S

EXTREME EVERYDAY

FUN

SERIOUS

The only real voyage of discovery consists not in seeking new landscapes but in having new eyes.

- Marcel Proust