BRAND

ARCHETYPES
 CREATED BY

DEBO BHATTACHERJEE JULIAN COLE DAVIS BALLARD

is a strategy consultant is a strategy consultant is a LA-based senior
with 16 years of experience who works with brands strategist and designer
in the advertising industry, and agencies to create who moonlights as a
working for agencies in world class integrated music man at Parang
India and South East Asia. campaigns. Recordings
 OVERVIEW
OVERVIEW
Brand Archetypes are a controversial topic.

Some strategist find them useful,

others think they’re about as useful as star signs.

Enough brands use them to understand they can play a role in helping.

Enjoy,
Debo, Julian and Davis

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 CHAPTER: 1

INTRODUCTION
ORIGIN
• Originates in Plato’s concept of ideals and patterns.
• Mid-1900’s Carl Jung took Plato’s thinking a step further and developed
“psychological archetypes”.

• Jung further elaborated - “archetypes are forms or images of a

collective nature which occur practically all over the earth”.
 Characteristic patterns that pre-exist in the collective
psyche of the human race that repeat themselves
eternally in the psyche of individual human beings and
determine the basic ways that we perceive and function
as psychological beings.

Carl Jung
DEFINITION
• Patterns of expectations that allow us to relate to ourselves, to others,
and to confront the struggles and dilemmas of our daily existence.

• They serve us as people, as entities or as organisations to make sense

of our desires and aspirations.

• Each archetype inspires and serves a human calling, sets rule by

which to play and shapes how we engage in the game of life.
 CHAPTER: 2

ARCHETYPES & BRANDS

ARCHETYPES AS A LIGHTHOUSE
• Brand's meaning constitutes its most irreplaceable asset. Symbolic
ability to convey meaning.

• To be relevant and convincing, brand's identity must form a pattern of

expectation.

• Archetypes act as a lighthouse for the people’s motivations, providing

effective representation.
 Common mistake:

Brands think the story is about them.

The consumer is the main character,

the brand is a supporting role.
 Common mistake:

Confusing a brand’s archetype to its personality.

ARCHETYPE & PERSONALITY
Implication to Overall Brand Strategy

ARCHETYPE PERSONALITY

A standpoint that allows for the External behavioral traits:

people to relate to the brand. characteristics, attitudes, & styles.

It is sustained over time. It can change over time.

 Common mistake:

One archetype, one action

The archetype is dynamic and can change.

SAME ARCHETYPE, DIFFERENT PERSONALITY
SAME ARCHETYPE OVER TIME
 CHAPTER: 3

THE CONSTRUCT
THINKING
Forces and underlying desires
The history of humanity seems to have been shaped by 2 major forces:
1. How we relate to the world on a personal level
2. How we relate and feel about others on an interpersonal level.

1. How we relate to the world on a personal level:

On a personal level, fear makes us want to hold onto life in a controlled manner, and
fascination makes us want to move beyond ourselves, reaching out to the world in a more
spontaneous manner.
We want to treasure and transcend life. And, these lead us to introversion and extroversion.

2. How we relate and feel about others on an interpersonal level:

On an interpersonal level we balance our desire to affirm ourselves over others, with our
desire to belong and be accepted by the group. We want to deeply belong and deeply
affirm ourselves in our interpersonal relationships.
 A COMPASS OF MEANING
EXTROVERSION

ME WE

INTROVERSION
 EXTROVERSION
Magician

Hero Outlaw

Explorer Regular Guy

ME Sage Jester WE

Innocent Lover

Creator Caregiver

Ruler

INTROVERSION
LOOKING FOR PARADISE
Innocent. Sage. Explorer.

The purpose of these three archetypes is to help people find happiness.

They represent a personal quest towards self-fulfilment. They emphasize
the power of being oneself and behaving in an autonomous way.
 EXTROVERSION

ME

Innocent

INTROVERSION
“I’m free to be myself”
 INNOCENT BRANDS

THEIR ROLE WITH THE CONSUMER AN ARCHETYPE FOR BRANDS THAT

People feel attracted by the certainties, Provide simple answers to specific

the positive and hopeful ideas. problems.

They cling to values such as goodness, Are associated with goodness, morality,
the common good, family and good simplicity, nostalgia or childhood.
intentions.
Have functions associated with
They also cling to the idea that life is cleaning or health.
simple by means of these brands.
Are manufactured by companies with
good values.
INNOCENT BRANDS
 EXTROVERSION

ME Sage

INTROVERSION
“The truth will set us free”
 SAGE BRANDS

THEIR ROLE WITH THE CONSUMER AN ARCHETYPE FOR BRANDS THAT

People are interested in learning. Provide people with expertise or

information.
They like to feel that they are smart and
have the freedom and knowledge to Encourage people to think and choose
make their own choices. wisely.

Are based on scientific innovation or

new knowledge.
SAGE BRANDS
 EXTROVERSION

Explorer

ME

INTROVERSION
“Don’t fence me in”
 EXPLORER BRANDS

THEIR ROLE WITH THE CONSUMER AN ARCHETYPE FOR BRANDS THAT

People look for products that are Are pioneers.

authentic like themselves.
Have products that help people feel
They want to experience the feeling of free, to express themselves and to not
“getting away from the routine”, “being settle.
greater than their own lives”, to express
who they are, to be part of an Differ from other brands that stick with
adventure. guaranteed success.

They have an exploring culture, they are

constantly innovating.
EXPLORER BRANDS
 EXTROVERSION
Magician

Hero Outlaw

ME WE

INTROVERSION
LEAVING MY MARK ON THE WORLD
Hero. Magician. Outlaw.

These 3 archetypes symbolize energy to generate changes or

transformations. Adrenaline and anxiety motivate them and make up
part of their being. They seek to leave a mark on society. They are
archetypes that inspire and move people to take on challenges, take
risks, break the rules and transform their lives.
 EXTROVERSION

Hero

ME WE

INTROVERSION
“Where there’s a will, there’s a way”
 HERO BRANDS

THEIR ROLE WITH THE CONSUMER AN ARCHETYPE FOR BRANDS THAT

People seek to feel successful or to Help people go beyond their limits.

develop strengths to face a challenge,
Focus their strategy on performing
limits or situations of injustice.
further.
Have a clear competitor whom they
want to defeat.
HERO BRANDS
 EXTROVERSION
Magician

ME WE

INTROVERSION
“Anything can happen”
 MAGICIAN BRANDS

THEIR ROLE WITH THE CONSUMER AN ARCHETYPE FOR BRANDS THAT

People have dreams that other people Have a ritual associated with their
see as impossible and try to make consumption.
them come true.
Have a psychological or spiritual
They drive the change and influence element in their products or services.
others. Help to generate a habit or an
awareness of change.
Have innovative and up-to-date
products.
Are technologically-friendly.
MAGICIAN BRANDS
 EXTROVERSION

Outlaw

ME WE

INTROVERSION
“Rules are meant to be broken”
 OUTLAW BRANDS

THEIR ROLE WITH THE CONSUMER AN ARCHETYPE FOR BRANDS THAT

People feel free to challenge standards Are aimed at people that need to rebel
and current trends. against what is socially acceptable.

They feel identified with rebelliousness Are based on the idea of change or
and they need to do catharsis to free that produce genuinely revolutionary
their own disobedience. goods.

Pioneer new values, behaviors or truths.

They take risks.

Promote products considered “bad” or

“unhealthy.”
OUTLAW BRANDS
 EXTROVERSION

Regular Guy

ME Jester WE

Lover

INTROVERSION
NO MAN IS AN ISLAND
Regular Guy. Jester. Lover.
These three archetypes are aimed at helping people belong to a
community. They represent the need to interact, be in contact and
draw the attention of others and, above all, be loved. These archetypes
are the counterpart of the increasing individualism of modern societies.
 EXTROVERSION

Regular Guy

ME WE

INTROVERSION
“We’re all the same”
 REGULAR GUY BRANDS

THEIR ROLE WITH THE CONSUMER AN ARCHETYPE FOR BRANDS THAT

People want to be accepted and Help people belong to a community.

valued just as they are, without having Are used in daily life. Are affordable.
changes imposed upon them.
Attempt to differentiate in a positive
They make their own decisions based way from premium brands and relate
on common sense. to the majorities.
These brands restore codes to which it
is easy for the society to relate, and
universal humanistic values, especially
those concerning equality.
This archetype is generally used in
politics.
REGULAR GUY BRANDS
 EXTROVERSION

ME Jester WE

INTROVERSION
“I just want to have fun”
 JESTER BRANDS

THEIR ROLE WITH THE CONSUMER AN ARCHETYPE FOR BRANDS THAT

People want to live life one day at a Help to have a good time.
time with spontaneity and sense of
humor. They convey a message of joy and fun.

They differ from serious, established

and important brands.

They innovate in unexpected ways.

JESTER BRANDS
 EXTROVERSION

ME WE

Lover

INTROVERSION
“I only have eyes for you”
 LOVER BRANDS

THEIR ROLE WITH THE CONSUMER AN ARCHETYPE FOR BRANDS THAT

People want to feel attractive, to give Highlight beauty, communication, and

love, to express intimate affection, or to closeness among people.
experience pleasure.
Transmit an idea of intimacy and
elegance above massiveness.

Are associated with sexuality and

romance.

Help people find love and friendship,

seduce, and be attractive to others.
LOVER BRANDS
 EXTROVERSION

ME WE

Creator Caregiver

Ruler

INTROVERSION
MAKING THE WORLD FEEL SAFER
Caregiver. Ruler. Creator.

These 3 archetypes provide stability and create structures which

beautify and organize the world. They create order so that others feel
safe by means of affection, control, and expression. They function as a
symbolic counterweight in societies which are becoming increasingly
uncertain and changing, thus helping find stability in an ever-changing
reality.
 EXTROVERSION

ME WE

Caregiver

INTROVERSION
“Love everyone as you love yourself”
 CAREGIVER BRANDS

THEIR ROLE WITH THE CONSUMER AN ARCHETYPE FOR BRANDS THAT

People try to express their care and Are in healthcare, education, and other
affection towards those they love. care-related services.

They aspire to reach a balance Have products that are associated with
between taking care of others and nutrition.
finding someone to take care of them
too. Help people take care of each other.

Are connected with non-profit or aid

associations.
CAREGIVER BRANDS
 EXTROVERSION

ME WE

Ruler

INTROVERSION
“Power is everything”
 RULER BRANDS

THEIR ROLE WITH THE CONSUMER AN ARCHETYPE FOR BRANDS THAT

People seek to feel in control. May have high-status products and

use powerful people in their
They value tangible goods, status and communication campaigns.
prestige.
Have products which help people get
They seek to exercise power or a organized.
leadership role and keep it as long as
possible Offer product prices ranging from
medium to high.

Offer products that promise security

and predictability in a chaotic world.
RULER BRANDS
 EXTROVERSION

ME WE

Creator

INTROVERSION
“Everything you can imagine is possible”
 CREATOR BRANDS

THEIR ROLE WITH THE CONSUMER AN ARCHETYPE FOR BRANDS THAT

People's consumption and brand Have products that promote

choices reflect their need for self-expression or have a do it yourself
self-expression. profile.

Offer multiple varieties, and the

possibility to choose and customize
products.
CREATOR BRANDS
MORE READING
END