The 12 Archetypes Flashcards
(17 cards)
What are the twelve brand archetypes?
The Innocent, Everyman, Hero, Outlaw, Explorer, Creator, Ruler, Magician, Lover, Caregiver, Jester, Sage
These archetypes are used to categorize brand personalities.
Who theorized the concept of brand archetypes?
Carl Jung
Jung’s theories suggest that humans use symbolism to understand complex concepts.
What does the Innocent archetype exhibit?
Happiness, goodness, optimism, safety, romance, youth
Example brands include Coca-Cola, Nintendo Wii, Dove.
What traits define the Everyman archetype?
Seeks connections and belonging; supportive, faithful, down-to-earth
Example brands include IKEA, Home Depot, eBay.
What motivates the Hero archetype?
To make the world a better place; courageous, bold, inspirational
Example brands include Nike, BMW, Duracell.
What characterizes the Rebel archetype?
Questions authority, breaks rules; craves rebellion and revolution
Example brands include Virgin, Harley-Davidson, Diesel.
What inspires the Explorer archetype?
Travel, risk, discovery, thrill of new experiences
Example brands include Jeep, Red Bull, REI.
What are the key traits of the Creator archetype?
Imaginative, inventive, driven to build enduring meaning and value
Example brands include Lego, Crayola, Adobe.
What does the Ruler archetype do?
Creates order from chaos; controlling, stern, responsible, organized
Example brands include Mercedes-Benz, Microsoft, British Airways.
What is the goal of the Magician archetype?
To create something special and make dreams a reality; visionary, spiritual
Example brands include Apple, Disney, Absolut.
What does the Lover archetype inspire?
Intimate moments, love, passion, romance, commitment
Example brands include Victoria’s Secret, Chanel, Haagen Dazs.
What traits define the Caregiver archetype?
Protective, compassionate, nurturing, generous
Example brands include Johnson & Johnson, Campbell’s Soup, UNICEF.
What is the purpose of the Jester archetype?
Brings joy through humor, fun, irreverence, mischief
Example brands include Old Spice, Ben & Jerry’s, M&Ms.
What commitment does the Sage archetype have?
Helping the world gain deeper insight and wisdom; thoughtful mentor or advisor
Example brands include Google, PBS, Philips.
True or False: Brand archetypes reflect the personality of brands.
True
This helps align personality types with specific Customer Personas.
Fill in the blank: The _______ archetype seeks connections and belonging.
Everyman
This archetype is recognized for being supportive and down-to-earth.
Fill in the blank: The _______ archetype is characterized by imaginative and inventive traits.
Creator
This archetype focuses on building things of enduring meaning.
