The Royal Society of
ACCOUNT PLANNING
PRESENTS...
A
CAROL PEARSON’S
12 BRANDING
A ARCHETYPES
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The Royal Society of
ACCOUNT PLANNING
PRESENTS...
Carol Pearson’s 12 Branding Archetypes
Focus/Motivation Stability / Structure People / Belonging Results / Mastery Learning/Identity
Core Desire Desire to feel safe Desire to belong Desire to have a special Desire to be yourself and
and in control and feel valued impact on the world find out about the world
Administrator Facilitator Manager Mentor
Leadership Style
(Earth) (Water) (Fire) (Air)
(Element)
Providing structure Leaving a thumbprint The yearning for
Tag Line No person is an island
to the world on the world paradise
Stage One: Preparation
Socialization Archetypes Regular Guy/Gal Warrior
(Locates power in the group Caregiver (Hero) Innocent
and social systems) (Orphan)
Helps People Care for others Be OK just as you are Act courageously Retain or renew faith
“Compassion for thy “All men and women “Where thereʼs a will
Moto “Free to be you and me”
neighbor as yourself” are created equal” thereʼs a way”
Example AllState Wendyʼs Nike Ivory
Stage Two: Journey
Change Archetypes Destroyer Seeker
(Takes back personal Creator Lover
power and freedom) (Outlaw) (Explorer)
Helps People Craft something new Finds and gives love Break the rules Maintain independence
Moto “If it can be imagined, “Rules are meant
“Follow Your Bliss” “Donʼt fence me in”
it can be created” to be broken”
Example Williams-Sonoma Victoria Secret, Revlon Harley-Davidson Levis
Stage Three: Return
Restabilization Archetypes Ruler Jester Magician Sage
(Exerts personal power in the world)
Exert control Have a good time Affect transformation Understand their world
Helps People
Moto “Power is the key to life” “Life is about laughter” “It can happen” “The truth will set you free”
Example American Express Miller Lite Calgon Oprahʼs Book Club
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Stage One: Preparation Stage Two: Journey Stage Three: Return
CORE DESIRES Socialization Archetypes Change Archetypes Restabilization Archetypes
(Locates power in the group and social systems) (Takes back personal power and freedom) (Exerts personal power in the world)
Stability / CAREGIVER CREATOR RULER
Structure
Core Desire:
Desire to feel Creating
Protecting Leadership
safe and in
Enduring
control Others and Control
Providing
Value
structure to
the world
People / MEMBER LOVER JESTER
Belonging
Core Desire:
Desire to belong Connecting to and Experiencing Bliss To Live in
and feel valued
fitting-in with others the moment
No person is
an island
Results / WARRIOR OUTLAW MAGICIAN
Mastery
Core Desire: Using knowledge of
Desire to have a Proving one’s
special impact To destroy what how their world
worth through
on the world
is not working works to transform
Leaving a courage
thumbprint it to their vision.
on the world
Learning / INNOCENT EXPLORER SAGE
Identity
Core Desire: Freedom to
Desire to be
yourself and To be happy experience a To discover
find out about
the world
in paradise better more the truth
fulfilling life
The yearning
for paradise
The Royal Society of ACCOUNT PLANNING PRESENTS... CAROL PEARSON’S 12 BRANDING ARCHETYPES www.royalsocietyofaccountplanning.blogspot.com

Stage One: Preparation Stage Two: Journey Stage Three: Return
ATTRIBUTES Socialization Archetypes Change Archetypes Restabilization Archetypes
(Locates power in the group and social systems) (Takes back personal power and freedom) (Exerts personal power in the world)
Stability / CAREGIVER CREATOR RULER
Structure
Desire: protect people from harm Desire: create something of enduring value Desire: control
Core Desire: Goal: to help others Goal: give form to a vision Goal: create a prosperous, successful
Desire to feel Fear: selfishness, ingratitude Fear: having a mediocre vision or execution family, company, or community
safe and in Strategy: do things for others Strategy: develop artistic control and skill Strategy: exert leadership
control Trap: martyrdom of self, Task: create culture, express own vision Fear: chaos, being overthrown
entrapment of others Trap: perfectionism, miscreation Trap: being bossy, authoritarian
Providing Gift: compassion, generosity Gift: creativity and imagination Gift: responsibility, leadership
structure to Example: Allstate Example: Williams-Sonoma Example: American Express
the world
People / MEMBER LOVER JESTER
Belonging Desire: connection with others Desire: attain intimacy and sensual pleasure
Goal: to belong, fit in Goal: being in relationships with the people, the Core desire: to live in the moment
Fears: standing out, seeming to put on airs, work, the experiences, the surroundings they love with full enjoyment Goal: to have a
Core Desire: and being exiled or rejected as a result Fear: being alone, a wallflower, unwanted, unloved great time and lighten up the world
Desire to belong Strategy: develop ordinary solid virtues, Strategy: become more attractive-physically, Fear: boredom or being boring
and feel valued the common touch, blend in emotionally, and in every other way Strategy: play, make jokes, be funny
Trap: give up self to blend in, in exchange Trap: doing anything and everything to attract and Trap: frittering away one’s life
please others, losing identity Gift: joy, entertainment
No person is for only a superficial connection Gifts: passion, gratitude, appreciation, commitment Example: Miller Lite
an island Gift: realism, empathy, lack of pretense Example:Victoria Secret
Example: Wendy’s
Results / WARRIOR OUTLAW MAGICIAN
Mastery Desire: prove one’s worth through
Desire: revenge or revolution Core desire: knowledge of the
courageous and difficult action fundamental laws of how the
Goal: exert mastery in a way that improves Goal: to destroy what is not working
Core Desire: (for the Outlaw or the society) world or universe works
Desire to have a the world Goal: make dreams come true
Fear: weakness, vulnerability, “wimping out” Fear: being powerless, trivialized,
special impact inconsequential Fear: unanticipated negative
Strategy: become as strong, competent, and
on the world powerful as you are capable of being Strategy: disrupt, destroy, or shock consequences
Trap: arrogance, developing a need for there Trap: to go over to the dark side, criminal Strategy: develop vision and live it
Leaving a always to be an enemy Gift: outrageousness, radical freedom Trap: becoming manipulative
thumbprint Gifts: competence and courage Example: Harley Davidson Gift: finding win-win outcomes
on the world Example: Nike Example: Calgon
Learning / INNOCENT EXPLORER SAGE
Identity Desire: the freedom to find out who you Desire: the discovery of truth
are through exploring the world Goal: to use intelligence and analysis to
Core Desire: Core desire: to experience paradise Goal: to experience a better more fulfilling life understand the world
Desire to be Goal: to be happy Greatest fear: getting trapped, conforming, Greatest fear: being duped, misled; ignorance
Fear: doing something wrong or bad inner emptiness, nonbeing Strategy: seek out information and
yourself and Strategy: journey, seek out and experience new
find out about that will provoke punishment knowledge; become self-reflective and
things, escape from entrapment and boredom
the world Strategy: do things right Trap: aimless wandering, becoming a misfit understand thinking processes
Gift: faith and optimism Gift: autonomy, ambition, ability to be true to Trap: can study issues forever and never act
The yearning Example: Ivory one’s own soul Gift: wisdom, intelligence
for paradise Example: Levis Example: Oprah’s Book Club
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Stage One: Preparation Stage Two: Journey Stage Three: Return
ADVENTURE Socialization Archetypes Change Archetypes Restabilization Archetypes
(Locates power in the group and social systems) (Takes back personal power and freedom) (Exerts personal power in the world)
Stability / CAREGIVER CREATOR RULER
Structure Call: lack of resources, order, or harmony
Call: seeing someone in need Call: daydreams, fantasies, flashes of
Level One: caring for and Level One: taking responsibility for the
Core Desire: inspiration
nurturing one’s dependents Level One: being creative or innovative in state of your own life
Desire to feel
Level Two: balancing self-care imitative ways Level Two: exerting leadership in your
safe and in with care for others Level Two: giving form to your own vision family, group, organization, or workplace
control Level Three: altruism, Level Three: creating structures that Level Three: becoming a leader in your
concern for the larger world influence culture and society
Providing Shadow: overly dramatizing your life, living
community, field, or society
Shadow: martyrdom, Shadow: Tyrannical or manipulative
structure to enabling, guilt-tripping a soap opera
the world behaviors
People / MEMBER LOVER JESTER
Belonging Call: loneliness, alienation
Level One: the orphan, feeling abandoned and Call: ennui, boredom
The Call: infatuation, seduction, falling in love
alone, seeking affiliation
(with a person, an idea, a cause, work, a product)
Level One: life as a game, fun
Level Two: the joiner, learning to connect, fit in, Level Two: cleverness used to trick others,
Core Desire: accept help and friendship
Level One: seeking great sex or a great romance
Desire to belong Level Two: following your bliss and committing to get out of trouble, and find ways around
Level Three: the humanitarian, believing in the
and feel valued natural dignity of every person regardless of his
whom and what you love obstacles, transformation
Level Three: spiritual love, self-acceptance, and Level Three: Life experienced in the
or her abilities or circumstances
the experience of ecstasy
Shadow: the victim who is willing to be abused
Shadow: promiscuity, obsession, jealousy, envy,
moment, one day at a time
No person is rather than be alone, or the lynch-mob Shadow: self-indulgence, irresponsibility,
an island Puritanism
member, willing to go along with abuse in order mean-spirited pranks
to be one of the gang
Results / WARRIOR OUTLAW MAGICIAN
The Call: Someone tries to intimidate or abuse
Mastery you; a challenge beckons; someone needs you to
Call: loneliness, alienation
Level One: the orphan, feeling abandoned
Call: hunches, extrasensory or
help defend him or her and alone, seeking affiliation
Core Desire: Level One: the development of boundaries, Level Two: the joiner, learning to connect, fit synchronistic experiences
Desire to have a competence expressed through achievement, in, accept help and friendship Level One: magical moments and
motivated or tested through competition Level Three: the humanitarian, believing in the experiences of transformation
special impact Level Two: as with a soldier, doing your duty for natural dignity of every person regardless of Level Two: the experience of flow
on the world your country, organization, community, or family his or her abilities or circumstances
Level Three: using your strength, competence, Shadow: the victim who is willing to be
Level Three: miracles, moving from
Leaving a and courage for something that makes a abused rather than be alone, or the lynch- vision to manifestation
thumbprint difference to you and to the world mob member, willing to go along with abuse Shadow: manipulation, sorcery
on the world Shadow: ruthlessness and obsessive need to win in order to be one of the gang
Learning / INNOCENT EXPLORER SAGE
Identity The Call: a desire for purity,
goodness, and simplicity
The Call: Alienation, dissatisfaction,
restlessness, yearning, boredom Call: confusion, doubt, deep desire to find
Level One: childlike simplicity, naive, the truth
Core Desire: dependent, obedient, trusting, idyllic Level One: hitting the open road, going
out into nature, exploring the world Level One: search for absolute truth,
Desire to be Level Two: renewal, positive,
reinventing, reframing, cleansing, Level Two: seeking your own individuality, desire for objectivity, looking to experts
yourself and Level Two: skepticism, critical and
reentering the Promised Land to individuate, to become fulfilled
find out about Level Three: an almost mystical sense innovative thinking, becoming an expert
the world of oneness, whereby Innocence
Level Three: expressing individuality and
uniqueness Level Three: wisdom, confidence, mastery
comes from values and integrity, not Shadow: dogmatism, ivory tower,
The yearning outer experience; being, not doing Shadow: being so alienated, you cannot
Shadow: denial, repression find any way to fit in disconnection from reality
for paradise
The Royal Society of ACCOUNT PLANNING PRESENTS... CAROL PEARSON’S 12 BRANDING ARCHETYPES www.royalsocietyofaccountplanning.blogspot.com

Carol Pearson’s explanation of
MOTIVATIONAL THEORY
the pull of 4 major human drives
BELONGING /
PEOPLE /
COMFORT
RISK / seek to STABILITY /
MASTERY / maintain CONTROL /
ESTEEM balance SAFETY
EXPLORATION / suppression causes
INDEPENDENCE / need for expression
SELF-ACTUALIZATION
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Joseph Campbell’s
The Seventeen Stages of the Monomyth
The Departure
o The Call to Adventure
o Refusal of the Call
o Supernatural Aid
o The Crossing of the First Threshold
o Belly of The Whale
Initiation
o The Road of Trials
o Mother as Goddess
o Woman as Temptress
o Atonement with the Father
o Apotheosis
o The Ultimate Boon
Return
o Refusal of the Return
o The Magic Flight
o Rescue from Without
o The Crossing of the Return Threshold
o Master of Two Worlds
o Freedom to Live
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