Learn More About Brand Archetypes

The INNOCENT

Innocent Archetype is usually known for the neverending optimism, simplicity, and uncomplicated experience. The Innocent is especially attractive in this hectic, stressful world because it promises that you can relax and truly enjoy your life. Famous Brands: VW, Nintendo, Coca-Cola, McDonalds, Ivory, Aveno, Evian…

The SAGE

The Sage seeks the truth in all things. They want to understand, not to control or to alter. Sages are methodical, objective, and often able to see patterns where others may not. They don’t show you any fantasy but encourage you to think.

Famous Brands: Google, Harward, BBC, Forbes, National Geographic…

The MAVERICK

The Maverick brand isn’t afraid of radical ideas. They live for challenging the status quo, disrupting “normal,” and living the life that most won’t dare to. Mavericks have the capacity to be keys to social change. Famous Brands: Virgin, Harley, Diesel, MTV, Lush, Netflix, Urban Outfitters, Uber, Apple (in its early years)…

The MAGICIAN

Magicians bring our wildest dreams to life. They are interested in new ways, solutions not yet imagined and products not yet built. Magicians are idea-driven, thrive on vision and intuition. They seem to make innovation look almost magical.

Famous Brands: Disney, Tesla, Polaroid, Dyson, AT&T, Maybelline…

The LOVER

Lovers want to create experiences that build relationships and long-lasting memories. They want you to associate them with the intimate moments in your life and appreciate those you love. Famous Brands: Magnum, eHarmony, Hagen-Dazs, Chanel, Tiffany&Co, Victorias Secret, Calvin Klein…

The PERFORMER

Performers are playful, curious and attention-driven. The mock conventions with jokes and sarcasm and often expose real problems and challenges while making fun of them at the same time. The performer makes everything bearable. Famous Brands: GEICO, Taco Bell, Ben & Jerry, The Old Spice, Mailchimp…

The CAREGIVER

Caregivers are compassionate, generous, and often have maternal or paternal instincts. They just want to be there for you, to help you grow, learn and succeed. Caregivers support their customers or employees unconditionally. Famous Brands: Huggies, Volvo, Campbells, Johnson & Johnson, Heinz…

The RULER

The Ruler knows that the best thing to do to avoid chaos is to take the control. Rulers tend to be expensive, dominant brands with a strong sense of stability, responsibility, and control. Often politically savvy and well connected. Famous Brands: Rolls-Royce, IBM, Microsoft, Mercedez-Benz, Louis Vuitton…