ADVE 709 weekly assignment 2

1. Weekly Assignment #2
Brand Archetypes
K E N N E D Y F R A N K L I N

2. What are brand archetypes
Reflects the personality of the brand
Transcends time, place, culture, gender, and age
Gives the brand more of a human feel

3. 12 Brand Archetypes
Innocent
The regular
Hero
Outlaw
Explorer
Creator
Ruler
Magician
Lover
Caregiver
Jester
Sage
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
11.
12.

4. The brand want to be
happy
pure
simple
loyal
These companies have
strong moral values
This brand wants to
connect with other
consumers
Gives a sense of
belonging and value
Supportive
Innocent The Regular

5. They want to improve
the world
Bold
Honorable
Confident
Want to make a
memorable mark on
the world
This brand breaks the
rules
wild
Fight the stigmas
Hero Outlaw

6. Very artistic
Help consumers
express or create
Create something
meaningful
Explorer
Adventurous
Loves to take risks
Independent
Loves new experiences
The Creator

7. The Leader
Creates stability
Security
Restores order
Creates something
special out of nothing
The visionary
Inspires others
The Ruler Magician

8. Helps people feel loved
and appreciated
inspires
intimate
selfless
Loves to protect
others
selfless
caring
compassionate
Lover Caregiver

9. Fun
Wants the consumer
to have a good time
Wants the consumer
to gain insight
thoughtful
Provides information
Jester Sage

10. Brand Archetypes
Lover
Sage
Hero

11. Example of Lover

12. Example of Sage

13. Example of Hero