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ON: The 12 Archetypes

gravatar
 · 
June 3, 2007
 · 
8 min read

(AH - this ones for you)
The term "archetypes", as it is used in marketing
today, has its origins in Carl Gustav Jung's theories. He believed that
universal, mythic characters— archetypes—reside within the collective
unconscious of people the world over. Archetypal images represent
fundamental human desires and evoke deep emotions.   There are 12
archetypes which symbolizes a basic human need, aspiration or
motivation.

In other words, an archetype is a human type in its
purest form: the classic hero, outlaw, ruler, etc. Each type has its
own set of values, meanings and personality traits.

1. The Innocent
Motto:
Free to be you and me

Core desire:
to get to paradise

Goal:
to be happy

Greatest fear:
to be punished for doing something bad or wrong

Strategy:
to do things right

Weakness:
boring for all their naive innocence

Talent:
faith and optimism

The Innocent is also known as: Utopian, traditionalist, naive, mystic, saint, romantic, dreamer.

The Innocent provides an identity for brands that:

  • offer a simple solution to an identifiable problem are associated with goodness, morality, simplicity, nostalgia or childhood
  • are low or moderately priced are produced by a company with straightforward values need to be differentiated from brands with poor reputations.


2. The Regular Guy/Girl

Motto: All men and women are created equal
Core Desire: connecting with others
Goal: to belong
Greatest fear: to be left out or to stand out from the crowd
Strategy: develop ordinary solid virtues, be down to earth, the common touch
Weakness: losing one's own self in an effort to blend in or for the sake of superficial relationships
Talent: realism, empathy, lack of pretense

The Regular Person is also known as: The good old boy, everyman, the person next door,
the realist, the working stiff, the solid citizen, the good neighbor,
the silent majority

The Regular Person provides a good identity for brands:

  • that give people a sense of belonging
  • with an everyday functionality
  • with low to moderate prices
  • produced by a solid company with a down-home organizational culture
  • that need to be differentiated in a positive way from more elitist or higher-priced brands

Examples of Regular Person brands: IKEA


3. The Explorer

Motto: Don't fence me in
Core desire: the freedom to find out who you are through exploring the world
Goal: to experience a better, more authentic, more fulfilling life
Biggest fear: getting trapped, conformity, and inner emptiness
Strategy: journey, seeking out and experiencing new things, escape from boredom
Weakness: aimless wandering, becoming a misfit
Talent: autonomy, ambition, being true to one's soul

The explorer is also known as: The seeker, iconoclast, wanderer, individualist, pilgrim.

The explorer is a good identity for brands that:

  • helps people feel free, nonconformist or pioneering
  • is rugged and sturdy or for use in the great outdoors or in dangerous settings
  • can be purchased from a catalog or on the Internet
  • helps people express their individuality
  • can be purchased for consumption on the go
  • want to differentiate themselves from a successful regular guy/gal brand or conformist brand
  • have an explorer culture that creates new and exciting products or experiences

Explorer brands would be: Virgin, Jeep, Trope-Snacks, Marlboro, Bounty.


4. The Sage

Motto:
The truth will set you free
Core desire: to find the truth.
Goal: to use intelligence and analysis to understand the world.
Biggest fear: being duped, misled—or ignorance.
Strategy: seeking out information and knowledge; self-reflection and understanding thought processes.
Weakness: can study details forever and never act.
Talent: wisdom, intelligence.

The Sage is also known as:
The expert, scholar, detective, advisor, thinker, philosopher,
academic, researcher, thinker, planner, professional, mentor, teacher,
contemplative.

The Sage would be a good identity for brands:

  • that provide expertise or information to customers
  • that encourage customers to think
  • that are based on new scientific findings or esoteric knowledge
  • that are supported by research-based facts
  • want to differentiate themselves from others whose quality or performance is suspect

Examples of Sage Identities: CNN, Gallup, McKinsey & Co.


5. The Hero

Motto: Where there's a will, there's a way
Core desire:
to prove one's worth through courageous acts
Goal: expert mastery in a way that improves the world
Greatest fear:
weakness, vulnerability, being a "chicken"
Strategy: to be as strong and competent as possible
Weakness:
arrogance, always needing another battle to fight
Talent: competence and courage

The Hero is also known as: The warrior, crusader, rescuer, superhero, the soldier, dragon slayer, the winner and the team player

The Hero could be good for brands:

  • that are inventions or innovations that will have a major impact on the world
  • that help people be all they can be
  • that solve a major social problem or encourage others to do so
  • that have a clear opponent you want to beat
  • that that are underdogs or challenger brands
  • that are strong and help people do tough jobs exceptionally well
  • that need to be differentiated from competitors that have problems following through or keeping their promises
  • whose customers see themselves as good, upstanding citizens

Examples of companies that express themselves like this archetype: Nike, Tag Heuer.


6. The Outlaw

Motto: Rules are made to be broken
Core desire:
revenge or revolution
Goal: to overturn what isn't working
Greatest fear:
to be powerless or ineffectual
Strategy: disrupt, destroy, or shock
Weakness:
crossing over to the dark side, crime
Talent: outrageousness, radical freedom

The Outlaw is also known as: The rebel, revolutionary, wild man, the misfit, or iconoclast

The Outlaw may strengthen your brand's identity if it:

  • has customers or employees who feel disenfranchised from society
  • helps retain values that are threatened by emerging ones, or paves the way for revolutionary new attitudes
  • is low to moderately priced
  • breaks with industry conventions

Outlaw brands include: Diesel, Harley-Davidson.



7. The Magician

Motto:
I make things happen.
Core desire: understanding the fundamental laws of the universe
Goal: to make dreams come true
Greatest fear: unintended negative consequences
Strategy:
develop a vision and live by it
Weakness: becoming manipulative
Talent:
finding win-win solutions

The Magician is also known as:The visionary, catalyst, inventor, charismatic leader, shaman, healer, medicine man

The Magician could be the right identity for your brand if:- the product or service is transformative

  • its implicit promise is to transform customers
  • it has a new-age quality
  • it is consciousness-expanding
  • it is user-friendly
  • has spiritual connotations
  • it is a very new, contemporary product
  • it is medium- to high-priced

Example of magical brands: Axe, Smirnoff, Polaroid, iPod.

8. The Lover
Motto: You're the only one
Core desire:
intimacy and experience
Goal: being in a relationship with the people, work and surroundings they love
Greatest fear:
being alone, a wallflower, unwanted, unloved
Strategy: to become more and more physically and emotionally attractive
Weakness:
outward-directed desire to please others at risk of losing own identity
Talent: passion, gratitude, appreciation, and commitment

The Lover is also known as: The partner, friend, intimate, enthusiast, sensualist, spouse, team-builder

The Lover may be a good identity for your brand if:

  • it helps people belong, find friends or partners
  • it's function is to help people have a good time
  • it is low to moderately priced
  • it is produced by a freewheeling, fun-loving organisational structure
  • it needs to differentiate itself from self-important, overconfident brands

Some of the great Lover brands: Alfa Romeo, Häägen-Dazs

9. The Jester
Motto: You only live once
Core desire: to live in the moment with full enjoyment
Goal: to have a great time and lighten up the world
Greatest fear: being bored or boring others
Strategy: play, make jokes, be funny
Weakness: frivolity, wasting time
Talent:
joy

The Jester is also known as: The fool, trickster, joker, practical joker or comedian

The Jester may be a good identity for brands:

  • that give people a sense of belonging
  • that help people have a good time
  • that are low or moderately priced
  • that are produced by a fun-loving company
  • that need to be differentiated from self-important, overconfident established brands

Examples of Joker brands: 7UP, Fanta


10. The Caregiver

Motto: Love your neighbour as yourself
Core desire: to protect and care for others
Goal: to help others
Greatest fear: selfishness and ingratitude
Strategy: doing things for others
Weakness: martyrdom and being exploited
Talent: compassion, generosity

The Caregiver is also known as: The saint, altruist, parent, helper, supporter

The Caregiver may be right for your brand identity if

  • it gives customers a competitive advantage
  • it supports families (products from fast-food to minivans) or is associated with nurturing (e.g. cookies, teaching materials)
  • it serves the public sector, e.g. health care, education, aid programs and other care
  • giving fields
  • helps people stay connected with and care about others
  • helps people care for themselves
  • is a non-profit or charitable cause

Examples of caregiver organizations: Volvo, Amnesty International


11. The Creator

Motto:
If you can imagine it, it can be done
Core desire:
to create things of enduring value
Goal: to realize a vision
Greatest fear:
mediocre vision or execution
Strategy: develop artistic control and skill
Task:
to create culture, express own vision
Weakness: perfectionism, bad solutions
Talent:
creativity and imagination

The Creator is also known as: The artist, inventor, innovator, musician, writer or dreamer

The Creator may be right for your brand identity if:

  • it promotes self-expression, gives customers choices and options, helps foster innovation or is artistic in design
  • it is in a creative field like marketing, public relations, the arts, or technological innovation
  • you want to differentiate it from a "do-it-all" brand that leaves little room for the imagination
  • your product has a do-it-yourself aspect that saves money
  • your customer has the time to be creative
  • your organization has a creative culture

Examples of Creator brands: Lego, Sony, Swatch

12. The Ruler
Motto: Power isn't everything, it's the only thing.
Core desire:
control
Goal: create a prosperous, successful family or community
Strategy:
exercise power
Greatest fear: chaos, being overthrown
Weakness:
being authoritarian, unable to delegate
Talent: responsibility, leadership

The Ruler is also known as: The boss, leader, aristocrat, king, queen, politician, role model, manager or administrator

The Ruler may be right for your brand identity if:

  • it is a high-status product used by powerful people to enhance their power
  • it makes people more organized
  • it offers a lifetime guarantee
  • it empowers people to maintain or enhances their grip on power
  • it has a regulatory or protective function
  • is moderately to high priced
  • you want to differentiate it from more populist brands or one that is a clear leader in the field
  • it is a market leader that offers a sense of security and stability in a chaotic world

Examples of "Ruling" companies: IBM, Mercedes.

If you were a brand which archetype would tell your story?

(Source: Archetypes via BrandHouse Denmark)

ON: The 12 Archetypes via @jpenabickley
Comments
I always get Caregiver. Love this kind of work! Thanks for your post.
Margit Crane
GiftedWithADD.com
Brona
this is one of the most useful articles i’ ve come across on this topic. thanks for writing it!
This is brilliant, archetypes are just the most fascinating concept in all of psychoanalysis, and I love how you have integrated it with brands, thanks x
All these archetypes are really good. I feel that I would be an Underdog, but I feel the archetype needed more explaining. If anyone feels they are underdogs too, check out my wiki page with Underdog examples.
http://pleaseunderstandme.wikispaces.com/The+Underdog
Sergex
You are one of those whether you appeal to people or not
KFZ
This is really interesting, so you have to be one of those to apeal to people?
Joanna, have you ever run into problems with this set of 12 archetypes? We found that these 12 never quite seemed to fit right. We actually wound up developing our own set of 20 that seemed to work better for us.
I always get Caregiver. Love this kind of work! Thanks for your post.
Margit Crane
GiftedWithADD.com
I always get Caregiver. Love this kind of work! Thanks for your post.
Margit Crane
GiftedWithADD.com
WayneF
Excellent Joanna, please to see your quick response.
BTW, I so enjoyed your post about the flash-mob at the Oprah Season Opener (http://joannapenabickley.typepad.com/on/being_the_brand/), and agree whole-heartedly with your sentiments. T-mobile events are so cool, and this one has all the right pieces for me. BEP performance, Oprah’s “asides” and of course the amazing spectator crowd. Love it, love it.
Actually, I enjoyed and benefitted from that entire blog page. Thanks for contributing what I find are very useful ideas and resources. Keep doing what you’re doing!
Getting back to the Brand topic above – I had just finished up abit of self-study on the 12 Archetypes (www.herowithin.com/arch101.html) and had done a manual evaluation of what archetype would tell my story (thinking as my business http://www.asgardforge.com/web-design2 – work in progress). When I found Brandhouse and did their Questionnaire)(http://http://www.brandhouse.com/Web/EN/Archetypes/Find+your+archetype), my “score” was:
Creator 16
Explorer 10
Hero 7
Nailed it for me – I had manually selected precisely those 3 archetypes and in that order of importance.
Thanks for asking!
Brona
this is one of the most useful articles i’ ve come across on this topic. thanks for writing it!
Brona
this is one of the most useful articles i’ ve come across on this topic. thanks for writing it!
@WayneF you are correct. BrandHouse is one of my favorite group of branding experts. In my opinion, they have the set the best example for branding.
When they published their web page on the 12 Archetypes a few years ago I shared (and sourced) it here so that Digital marketers could reap the benefits of their published web paper in a digital marketing exercise.
So – If you were a brand which archetype would tell your story?
WayneF
Hi Joanna,
Information above is great – 2nd time I’ve come across it today. Previously, saw it on Copenhagen Branding Co. website (eg. http://www.brandhouse.com/Web/EN/Archetypes/The+12+archetypes/The+creator). This that information public domain?
This is brilliant, archetypes are just the most fascinating concept in all of psychoanalysis, and I love how you have integrated it with brands, thanks x
This is brilliant, archetypes are just the most fascinating concept in all of psychoanalysis, and I love how you have integrated it with brands, thanks x
All these archetypes are really good. I feel that I would be an Underdog, but I feel the archetype needed more explaining. If anyone feels they are underdogs too, check out my wiki page with Underdog examples.
http://pleaseunderstandme.wikispaces.com/The+Underdog
All these archetypes are really good. I feel that I would be an Underdog, but I feel the archetype needed more explaining. If anyone feels they are underdogs too, check out my wiki page with Underdog examples.
http://pleaseunderstandme.wikispaces.com/The+Underdog
Sergex
You are one of those whether you appeal to people or not
KFZ
This is really interesting, so you have to be one of those to apeal to people?
Joanna, have you ever run into problems with this set of 12 archetypes? We found that these 12 never quite seemed to fit right. We actually wound up developing our own set of 20 that seemed to work better for us.
WayneF
Excellent Joanna, please to see your quick response.
BTW, I so enjoyed your post about the flash-mob at the Oprah Season Opener (http://joannapenabickley.typepad.com/on/being_the_brand/), and agree whole-heartedly with your sentiments. T-mobile events are so cool, and this one has all the right pieces for me. BEP performance, Oprah’s “asides” and of course the amazing spectator crowd. Love it, love it.
Actually, I enjoyed and benefitted from that entire blog page. Thanks for contributing what I find are very useful ideas and resources. Keep doing what you’re doing!
Getting back to the Brand topic above – I had just finished up abit of self-study on the 12 Archetypes (www.herowithin.com/arch101.html) and had done a manual evaluation of what archetype would tell my story (thinking as my business http://www.asgardforge.com/web-design2 – work in progress). When I found Brandhouse and did their Questionnaire)(http://http://www.brandhouse.com/Web/EN/Archetypes/Find+your+archetype), my “score” was:
Creator 16
Explorer 10
Hero 7
Nailed it for me – I had manually selected precisely those 3 archetypes and in that order of importance.
Thanks for asking!
WayneF
Excellent Joanna, please to see your quick response.
BTW, I so enjoyed your post about the flash-mob at the Oprah Season Opener (http://joannapenabickley.typepad.com/on/being_the_brand/), and agree whole-heartedly with your sentiments. T-mobile events are so cool, and this one has all the right pieces for me. BEP performance, Oprah’s “asides” and of course the amazing spectator crowd. Love it, love it.
Actually, I enjoyed and benefitted from that entire blog page. Thanks for contributing what I find are very useful ideas and resources. Keep doing what you’re doing!
Getting back to the Brand topic above – I had just finished up abit of self-study on the 12 Archetypes (www.herowithin.com/arch101.html) and had done a manual evaluation of what archetype would tell my story (thinking as my business http://www.asgardforge.com/web-design2 – work in progress). When I found Brandhouse and did their Questionnaire)(http://http://www.brandhouse.com/Web/EN/Archetypes/Find+your+archetype), my “score” was:
Creator 16
Explorer 10
Hero 7
Nailed it for me – I had manually selected precisely those 3 archetypes and in that order of importance.
Thanks for asking!
@WayneF you are correct. BrandHouse is one of my favorite group of branding experts. In my opinion, they have the set the best example for branding.
When they published their web page on the 12 Archetypes a few years ago I shared (and sourced) it here so that Digital marketers could reap the benefits of their published web paper in a digital marketing exercise.
So – If you were a brand which archetype would tell your story?
WayneF
Hi Joanna,
Information above is great – 2nd time I’ve come across it today. Previously, saw it on Copenhagen Branding Co. website (eg. http://www.brandhouse.com/Web/EN/Archetypes/The+12+archetypes/The+creator). This that information public domain?

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FEATURED TALK: Generative design
GenerativeDesign-2022

Artificial intelligence (Ai) is the tool of the modern designers. Amidst the great global reset and an industrial revolution, Ai aided design unites science and art to make what is has been invariable complex and hard seem indistinguishable from magic.

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PODCAST: Designed by
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DesignedBy.show invites you to meet the Scientists, Technologists, Engineers, Artists, Mathematicians, and Designers, building an inclusive future today. Join the audacious trailblazers transforming our world for the next 100 years.

CONNECT WITH JOANNA AND COMPANY AS SHE EXPLORES SPACESHIP EARTH

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