Using “Gilligan’s Island” to understand your brand

A 1960s TV sitcom may seem an unlikely resource for overcoming branding challenges. Yes, the fateful trip of the S.S. Minnow left passengers and crew stranded on a deserted island for years (especially when you count syndication). But the show also embodied archetypes that have travelled across time and cultures.

Twelve archetypes are especially useful in brand building. They can help you define the personality and character of your company’s brand. Some archetypes have similar characteristics – and in the case of “Gilligan’s Island” – some episodes allowed characters to stretch into a different archetypal role. Everyone had a chance to play the Hero or the Jester at one time or another.

Still, if you want to understand the personality of each archetype, look at the how the castaways fit:

  • The Skipper – The Hero or The Explorer
  • Gilligan – The Innocent or The Jester
  • Mary Ann – The Regular Girl
  • Professor – The Sage or The Magician or The Creator
  • Ginger Grant – The Lover
  • Thurston Howell III – The Ruler
  • Lovey Howell – The Caregiver
  • Extras (mad scientist, gangsters, surfer, Russian cosmonauts, depending on the episode) – The Outlaw

Don’t remember the show? Check out our archetype guide to see definitions and more examples, then take the quiz.