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Brand Archetypes by Carl Gustav Jung


The Swiss psychologist Carl Jung postulated that human beings act on the basis of fundamental tendencies and behavioral patterns, and to this end he identified 12 archetypes. Each of them has a strong identity and its own set of characteristics, values, and attitudes.




The advertising and marketing industry has applied this concept to create brand archetypes.

Let’s take a look at a few examples:

  • The Innocent: Exhibits happiness, goodness, optimism, safety, romance, and youth. Example brands include: Coca-Cola, Nintendo Wii, Dove

  • The Regular Guy: Seeks connections and belonging; is recognized as supportive, faithful and down-to-earth. Example brands include: IKEA, Home Depot, eBay

  • The Hero: On a mission to make the world a better place, the Hero is courageous, bold, inspirational. Example brands include: Nike, BMW, Duracell

  • The Rebel: Questions authority and breaks the rules; the Rebel craves rebellion and revolution. Example brands include: Virgin, Harley-Davidson, Diesel (jeans)

  • The Explorer: Finds inspiration in travel, risk, discovery, and the thrill of new experiences. Example brands include: Jeep, Red Bull, REI

  • The Creator: Imaginative, inventive and driven to build things of enduring meaning and value. Example brands include: Lego, Crayola, Adobe

  • The Ruler: Creates order from the chaos, the Ruler is typically controlling and stern, yet responsible and organized. Example brands include: Mercedes-Benz, Microsoft, British Airways

  • The Magician: Wishes to create something special and make dreams a reality, the Magician is seen as visionary and spiritual. Example brands include: Apple, Disney, Absolut

  • The Lover: Creates intimate moments, inspires love, passion, romance and commitment. Example brands include: Victoria’s Secret, Chanel, Haagen Dazs

  • The Caregiver: Protects and cares for others, is compassionate, nurturing and generous. Example brands include: Johnson & Johnson, Campbell’s Soup, UNICEF

  • The Joker: Brings joy to the world through humor, fun, irreverence and often likes to make some mischief. Example brands include: Old Spice, Ben & Jerry’s, M&Ms

  • The Sage: Committed to helping the world gain deeper insight and wisdom, the Sage serves as the thoughtful mentor or advisor. Example brands include: Google, PBS, Philips




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