Study Time
- Hero
- Innocent
- Regular
Guy or Girl - Explorer
- Outlaw
- Creator
- Ruler
- Magician
- Lover
- Caregiver
- Sage
- Jester
The Hero archetype is reflected by brands that engender strength, toughness, competence and a desire to impact the world in a positive way. The U.S. Army tagline “Be all that you can be” is a good example of Hero branding.
The Innocent archetype is typical of brands that are associated with goodness, morality, nostalgia or childhood. The Fisher-Price embodies the simplicity and optimism of an Innocent brand with the tagline “Play. Laugh. Grow.”
The Regular Guy or Girl archetype suggests a connection with others and a lack of pretense. This brand gives others a sense of belonging and is considered down-to-earth, approachable and functional. Think "Flo" from the Progressive commercials.
The Explorer archetype emphasizes tenacity and the spirit of freedom. Explorer product brands may be rugged, made for the outdoors or focused on exploration. This helps differentiate the Explorer from the Regular Guy which is about fitting in, not individuality. Jeep and Subaru are two examples; PBS also crosses into Explorer territory with much of its programming.
When it comes to the Outlaw archetype, rules are made to be broken. Outlaw brands value freedom and rebellion. They appeal to customers who feel disenfranchised from traditional society, and they break industry conventions. Harley-Davidson is a typical outlaw brand; the Kia Soul – with its engagingly rebellious hamsters is a different spin on the rebel personality.
The Creator archetype is all about vision, value, innovation and self-expression. According to Jeff Immelt, GE Chairman and CEO, “… Imagination at work is more than a slogan or a tagline. It is a reason for being.” Examples of well-known Creator brands include Lego, Sony and 3M.
The Ruler archetype is apparent in brands identified with power, leadership, control and status. Ruler brands create prosperous individuals, families or communities. Companies that fit the Ruler archetype include IBM, Microsoft and Mercedes.
The Magician archetype is common among brands that promote transformative power and charisma. Nationwide Insurances has a magician-like solution among their offerings – the “Vanishing Deductible.”
The Lover archetype is seen in brands that focus on relationships with people, building intimacy and becoming more physically or emotionally attractive. As you may have guessed, many Lover brands are related to cosmetics, perfumes, jewelers and florists.
The Caregiver archetype is the ideal identity for brands that are nurturing and protective, as well as for brands associated with public service. In addition to the obvious non-profit organizations, Caregiver brands include companies like Volvo, Michelin and All State – the “Good Hands” insurance company.
The Sage archetype is characterized by intelligence and analysis. Sage brands encourage customers to think and often position themselves as experts, mentors and researchers. CNN, Ask.com and Gallup are all Sage brands.
The Jester archetype represents enjoyment and fun. Jester brands may use humor to differentiate themselves from more traditional, established brands. Hulu.com, Doritos, Taco Bell and Budweiser all fall within the Jester archetype.
Quiz Time
Select the archetype that matches each brand.
