Brands have personalities too. But do they match the customers' wants? Brand archetypes are the common personalities that brands usually take on. A brand archetype helps a brand to connect to a certain target market and bring across a specific message about who they are and what they offer. Here are a few types of brand archetypes and what archetype should be chosen for a brand depending on what the target market is looking for.
Equip yourself to leverage archetypes to create a differentiating personality and hence, positioning for your brand, connecting with the ideal consumer.
Brand Archetypes: The Science Behind Brand PersonalityStephen Houraghan
We all have an emotional connection with a brand where the alternative simply won't do. Your connection with that brand is likely on a human level. Whether they speak your language, champion a cause you believe in or represent who you are, the connection is more than just transactional. The world's most loved brands all connect with us using a similar framework. This framework is based on decades of scientific research and has its roots in Greek Mythology. This Framework is Archetypes. www.iconicfox.com.au/brand-archetypes
Brand archetypes aren't new, but many businesses are finding new ways to use these ancient character types to transform their brand in the new social economy.
Learn about the 12 brand archetypes, discover which ones suit your brand, and start developing your own brand archetype with this easy to follow guide.
Brand Archetype | An Introduction + OverviewJohn W. Manley
Nothing original here. Just an obligatory brand archetype overview done in a more visually appealing way, with some more examples, and a deeper dive into the Explorer archetype.
Equip yourself to leverage archetypes to create a differentiating personality and hence, positioning for your brand, connecting with the ideal consumer.
Brand Archetypes: The Science Behind Brand PersonalityStephen Houraghan
We all have an emotional connection with a brand where the alternative simply won't do. Your connection with that brand is likely on a human level. Whether they speak your language, champion a cause you believe in or represent who you are, the connection is more than just transactional. The world's most loved brands all connect with us using a similar framework. This framework is based on decades of scientific research and has its roots in Greek Mythology. This Framework is Archetypes. www.iconicfox.com.au/brand-archetypes
Brand archetypes aren't new, but many businesses are finding new ways to use these ancient character types to transform their brand in the new social economy.
Learn about the 12 brand archetypes, discover which ones suit your brand, and start developing your own brand archetype with this easy to follow guide.
Brand Archetype | An Introduction + OverviewJohn W. Manley
Nothing original here. Just an obligatory brand archetype overview done in a more visually appealing way, with some more examples, and a deeper dive into the Explorer archetype.
Archetypal Branding provides you with a systematic way to:
• Clearly define the Brand so that it is compelling and credible to your key Target Audiences.
• Create a Brand Identity that all key internal Constituencies can agree on and work from.
• Increase the Reputation, Image, perceived Value and Brand Awareness of your Company
Recent studies have shown that the most potent component of premium brands is a clear identity that is grounded in the ultimate personality types deciphered by the Swiss psychiatrist Carl Jung, the so-called Archetypes.
Tracking over 13,000 brands over a period of five years and interviewing more than 120,000 consumers across 100 product categories, archetypal researcher Carol Paerson found that archetypal brands outpaced non-archetypal ones by a factor of 97% in Market Value Added (a measure of how much value a company has added to, or subtracted from, its shareholder investment).
A Booz Allen Hamilton research report recently showed that „brand-guided companies have profitability margins nearly twice the industry standard. Brand-guided banks, for example, have an ROE of 19% compared to 8% for non brand-guided banks.“
Build a brand that people love, with Brand archetypesDerrick Kwa
Archetypes provide a quick, simple framework to building meaning and emotion - and to connecting with your customers. Learn about the 12 core archetypes, and how to use them to build a brand your customers will love.
Jonathan Lee, Managing Director, Brand Strategy, and Ken Allard, Managing Director, Business Strategy at HUGE, gave this presentation at "Ambidexterity 2," the VCU Brandcenter's Executive Education program for account planning on June 24th at the VCU Brandcenter in Richmond, VA.
Archetype Overview with brand examples & character compass Emily Hean
A brief overview of Archetypes from The Hero and the Outlaw by Margaret Mark and Carol S. Pearson. Demonstration of archetypes in classical and pop culture as well as brand examples and alternate names for each archetype.
The Creative Brief frames the strategy and positioning so your Agency can creatively express the brand promise through communication.
1, Marketing Execution must impact the brand’s consumers in a way that puts your brand in a stronger business position. The Creative Brief is the bridge between the brand strategy and the execution.
2. Through our Brand Positioning workshop, you will have all the homework on the brand needed to set up the transformation into a succinct 1-page Creative Brief that will focus, inspire and challenge a creative team to make great work.
3. The hands-on Creative Brief workshop explores best in class methods for writing the brief’s objective, target market, consumer insights, main message stimulus and the desired consumer response.
4. Brand Leaders walk away from the session with a ready-to-execute Creative Brief.
Lovemarks Presentation - Brand Pioneers April 9 2013Panelteam
Lovemarks
Arjan Kapteijns – CEO Saatchi & Saatchi
Saatchi & Saatchi is the Lovemarks company. Arjan looked closely at the question: What makes some brands inspirational, while others struggle? With inspiring case studies he will explain what Lovemarks are and how they deliver beyond their expectations of great performance.
60 Minute Brand Strategist: Extended and updated hard cover NOW available.Idris Mootee
This book includes the very latest thinking on branding and brand strategy. It has been published in different many languages and use by top global brands to train their brand managers. New updated hard cover version is not available from Amazon May 2013
Pls view in full screen mode. Published in more than 5 languages.
Many brands are misguided by so many notions around and about brand strategy. Here's a brief checklist for you to know if you are approaching your brand strategy right.
This is the first session (Sep 4) of our Free Open Advanced Branding Masterclass at www.mootee.typepad.com. Pls rememebr no books are needed. We will forward additional reading material for all registered participants.
How the application of archetypes can help brands build a powerful identity? Focusing on the fashion industry, this presentation reveals the archetypes behind iconic brands (Chanel, Tiffany, Burberry, Alexander McQueen, Stella McCartney, Paul Smith, Diesel) and shows the steps to use them as marketing strategy
Archetypal Branding provides you with a systematic way to:
• Clearly define the Brand so that it is compelling and credible to your key Target Audiences.
• Create a Brand Identity that all key internal Constituencies can agree on and work from.
• Increase the Reputation, Image, perceived Value and Brand Awareness of your Company
Recent studies have shown that the most potent component of premium brands is a clear identity that is grounded in the ultimate personality types deciphered by the Swiss psychiatrist Carl Jung, the so-called Archetypes.
Tracking over 13,000 brands over a period of five years and interviewing more than 120,000 consumers across 100 product categories, archetypal researcher Carol Paerson found that archetypal brands outpaced non-archetypal ones by a factor of 97% in Market Value Added (a measure of how much value a company has added to, or subtracted from, its shareholder investment).
A Booz Allen Hamilton research report recently showed that „brand-guided companies have profitability margins nearly twice the industry standard. Brand-guided banks, for example, have an ROE of 19% compared to 8% for non brand-guided banks.“
Build a brand that people love, with Brand archetypesDerrick Kwa
Archetypes provide a quick, simple framework to building meaning and emotion - and to connecting with your customers. Learn about the 12 core archetypes, and how to use them to build a brand your customers will love.
Jonathan Lee, Managing Director, Brand Strategy, and Ken Allard, Managing Director, Business Strategy at HUGE, gave this presentation at "Ambidexterity 2," the VCU Brandcenter's Executive Education program for account planning on June 24th at the VCU Brandcenter in Richmond, VA.
Archetype Overview with brand examples & character compass Emily Hean
A brief overview of Archetypes from The Hero and the Outlaw by Margaret Mark and Carol S. Pearson. Demonstration of archetypes in classical and pop culture as well as brand examples and alternate names for each archetype.
The Creative Brief frames the strategy and positioning so your Agency can creatively express the brand promise through communication.
1, Marketing Execution must impact the brand’s consumers in a way that puts your brand in a stronger business position. The Creative Brief is the bridge between the brand strategy and the execution.
2. Through our Brand Positioning workshop, you will have all the homework on the brand needed to set up the transformation into a succinct 1-page Creative Brief that will focus, inspire and challenge a creative team to make great work.
3. The hands-on Creative Brief workshop explores best in class methods for writing the brief’s objective, target market, consumer insights, main message stimulus and the desired consumer response.
4. Brand Leaders walk away from the session with a ready-to-execute Creative Brief.
Lovemarks Presentation - Brand Pioneers April 9 2013Panelteam
Lovemarks
Arjan Kapteijns – CEO Saatchi & Saatchi
Saatchi & Saatchi is the Lovemarks company. Arjan looked closely at the question: What makes some brands inspirational, while others struggle? With inspiring case studies he will explain what Lovemarks are and how they deliver beyond their expectations of great performance.
60 Minute Brand Strategist: Extended and updated hard cover NOW available.Idris Mootee
This book includes the very latest thinking on branding and brand strategy. It has been published in different many languages and use by top global brands to train their brand managers. New updated hard cover version is not available from Amazon May 2013
Pls view in full screen mode. Published in more than 5 languages.
Many brands are misguided by so many notions around and about brand strategy. Here's a brief checklist for you to know if you are approaching your brand strategy right.
This is the first session (Sep 4) of our Free Open Advanced Branding Masterclass at www.mootee.typepad.com. Pls rememebr no books are needed. We will forward additional reading material for all registered participants.
How the application of archetypes can help brands build a powerful identity? Focusing on the fashion industry, this presentation reveals the archetypes behind iconic brands (Chanel, Tiffany, Burberry, Alexander McQueen, Stella McCartney, Paul Smith, Diesel) and shows the steps to use them as marketing strategy
Are your featured marketing images aiding or hurting leads and sales? Learn how to transition basic images into compelling 'hero shots' that drive EPIC conversion with these 7 key principles.
BONUS: Get a FREE 'Hero Shot Scorecard' to help grade and prioritize images and video thumbnails for your marketing campaigns along with Google Analytics event tracking code snippets and custom reports for measurable accountability.
>> Presented Jan 21, 2015 - Visual Website Optimizer (VWO) Webinar.
Short link: http://j.mp/7heroshotsecrets
MORE INFO: Check out the article and webinar recording here: http://j.mp/heroshotintro
About
Personality Development - What is Branding and its Attributes? , Branding Theory , Branding in Profession , Branding in Teaching, Brand Process, Ways To Build Your Personal Brand At Work , Self Evaluation
A brand is a product with a personality. It is both a business and a human need. Creating a connection at a psychological level is what differentiates great brands from the rest.
Brand Archetype Development From The Business of StoryPark Howell
Which of the 12 Jungian archetypes best expresses the personality of your brand. You can even select up to two supporting archetypes if you like. Take this fun exploration and declare your authentic personality. And then let it inform the consistent and compelling look, feel, tone and user experience for your brand story.
Learning Objective: Increase professional leadership qualities, confidence, and competence
Are you playing the game, or is the game playing you? Great Leadership happens when you understand the game and sharpen the right tools to play effectively. Achieving greatness is no easy task. Each person has a unique path with its own set of challenges and obstacles to overcome. As emerging leaders, you must explore who you are and understand how all life experiences contribute value to your journey. On this path, most will discover that success is about embracing and using your individuality to achieve greatness. On this path, you will discover that great men make great leaders. What truly makes you great? Who do you consider great? This seminar will explore life and leadership while examining the impact of hip-hop culture and its impact on definitions and perspectives of success.
At the end of this seminar, participants will be able to:
a. Explore characteristics of great men and ways to maintain and gain respect.
b. Identify effective leadership qualities.
c. Examine basic “success” rules and ways to ways to manage corporate politics.
d. Discuss ways to overcome challenges and stereotypes.
e. Explore themes and lyrics of “hip hop” culture and its impact on perspectives of success.
Format: Interactive seminar/workshop
Time: 60 - 90 min
Target Audience: Researchers, Staff members, graduate students (in any)
Learning objectives:
By the end of this session, participant will:
•Understand what imposter fears are and learn to recognize them;
•Be able to identify cognitive distortions that prevent women from taking actions;
•Identify strategies to overcome self-doubt and build resilience.
Developing and using a personal brand is an important part of career management and career transition. This program will help you to understand branding and how to create your own brand.
For some time it's been clear that TYPO3 is a difficult thing to communicate about.
Community strength, outbound marketing, developer motivation and internal communication all need to be bound together.
The brand book project aims to produce a briefing document for everyone communicating about TYPO3 - to describe how we'd like to look and think - and how it should be felt like to interact with TYPO3 on any level.
In essense the brand book is about talking with one voice - and hopefully also making it a lot easier to write texts, choose images and explain what we're all about.
The presentation will present the process of making the Brand book and look into the results.
Real Estate Agents: Differentiate or DieJay Kinder
The real estate industry has over 1 million real estate agents, the D.A.N.G.E.R. Report claims that there are to many untrained and unethical agents and they are the biggest threat to the industry. How do you differentiate? Here's what the National Association of Expert Advisors is doing to raise the standard of professionalism in the real estate industry.
Branding is the most misunderstood concept in the business world. This deck tries to help demystify the basics of branding and a few tools that can help a business owner or a personality to manage his/her personal or organization's brand.
presentation prepared for the 17th ACRE with its theme in 2011 of THE HEARTS AND MINDS OF CREATIVITY. I chose to focus on at least "8 Different HEARTS of Creativity" - focuses, passions, approaches to what we commit to in our lives.
Our salesforce/store activators are the engine of your businesses, and that engine needs as much Power as it can get – especially to seize specific opportunities – right?
Powerhouse Sales Activate provides a specialised service: Boosting your sales team/trade counter training team to assist with product launches, trade shows, unforeseen problems and peak time demands.
Our 32 years of experience in various industries and legacy of success allows us to capitalise on our experience (market insights, trade retail network) and together - we will secure opportunistic/tactical advantages for your brand.
See your business thrive - “Your Growth, Our Success”
Even in marketing and advertising, emotions are a science. Cleverly crafted words and images can entice and win potential customers. So what are the emotive triggers that grab their attention and how do we identify them?
A PR crisis can happen at any time, on any platform. That is why brands need to be able to identify a potential crises and know how to deal with them in a manner that does not damage its reputation. Here are a few tips on how to do exactly that.
An effective advertising campaign that delivers results is integrated, innovative, relevant and has a call to action which is noticed, remembered and acted upon. Can your marketing efforts be described as this?
When it comes to choosing media for a brand communicate to its customers it can get overwhelming with all of the choices. So how do we determine which source of media is best for a certain message?
The single biggest problem with communication is the illusion that it has taken place. Here are a few simple ways to harness your communications strategy to build brand awareness and strengthen customer relationships.
A market plan describes the planned process with specific marketing objectives within a set timeframe, including the customers needs how the company intents to fulfill them.
A marketing plan works as a map to guide a company towards its goals and provides direction for all your marketing efforts.
Here are some pointers.
The control process for brand design is the corporate identity manual which must define, attain and maintain a desired positioning and image for the brand. Here are guidelines to what a corporate identity manual should include.
What is brand design?
Brand design is a visual representation of a brand strategy and is part science, part art. A great design is simple, distinct and memorable.
Brands behave like people; They want to be different, each brand has its own unique personality and offering. Brand Architecture is a structure which allows us to differentiate against brands in one company and allows us to keep the brands organized. The more brands in brand architecture, the more complex. Keep it simple, here are a few guidelines.
A company's brand strategy explains how a brand intends to gain customers and gain ground beyond their competitors.
These points guide us to develop a core brand strategy:
- Involve the team
- KISS
- Challenge everything
- Minimize the non-negotiables
- Capture what you know
- Look for A-Ha's
- Identify blind spot
Have a look at how we have leveraged this in some of the examples illustrated.
A brand blueprint weaves together your business strategy, marketing strategy, positioning and visual expression to help achieve your goals and shape the perceptions of your brand in the mind of your customers.
Why should people buy into your brand? Different elements of a brand such as its promise, essence, personality and core offering need to be aligned in order to position it in a niche market place.
Your target market's headspace may have all the answers for your marketing plan. Segmenting and targeting requires tactics preceeded by strategic decisions. Here are some hints of our in-depth processes.
How do you achieve brand equity? In order to do this a brand's awareness, value proposition, brand experience and customer needs all need to be aligned and resonate with each other.
Here are a few processes on how to achieve brand equity.
In the context of brand building communications, when strategy and insight guide true creativity people are inspired and results profound. We align brand positioning, brand blueprint and brand strategy to build strong brands with consistent authentic messaging across all platforms.
Selling your brand to your employees is the first most important sale you can make. As brand ambassadors, employees are an important contact point between you and your target market. If they don't buy into your brand promise, who will?
Engage them in your brand's value, mission and strategy and let them relive the journey to your customers.
3. trust
Barak Obama used it well =
CREATOR
“Yes we can
“If you can imagine it, it can be
done”
ARCHETYPAL
Branding creates
4. What do our customers want?
Consistent, sound,
steady, established,
predictable
SKILLFUL
Adroit, clever,
manual or mental
dexterity
INDEPENDENCE
Arms length,
autonomous, non-
aligned, self-
determining
BELONGING
Affiliated,
connected,
welcome, at home
STABILITY
5. What Clients
Are looking for
From your brand Ruler
Nurturer
Creator
Lover
Regular Guy
Jester
Sage
Explorer
Innocent
Hero
Outlaw
Magician
Consistent, sound,
steady, established,
predictable
SKILLFUL
Adroit, clever,
manual or mental
dexterity
INDEPENDENCE
Arms length,
autonomous, non-
aligned, self-
determining
BELONGING
Affiliated,
connected,
welcome,
at home
STABILITY
6. Determine Core Personality:
-‐ Tools
-‐ Fun Techniques
-‐ Distil from traits the core personality
elements
Determining
Brandpersonality
8. the
Innocent“free to be you and me”
Core desire: to get to paradise
Goal: to be happy
Greatest fear: to be punished for doing something bad
or wrong
Strategy: to do things right
Weakness: boring for all their naive innocence
Talent: faith and optimism
The Innocent is also known as: Utopian,
traditionalist, naive, mystic, saint, romantic, dreamer.
Resonance: To be good and safe
Provides an identity for brands that:
• Offer a simple solution to an identifiable problem
are associated with goodness, morality, simplicity,
nostalgia or childhood.
• Are low or moderately priced are produced by a
company with straightforward values need to be
differentiated from brands with poor reputations.
Examples of Innocent brands: Nestle, Disney,
McDonalds
utopian
mystic
romantic
dreamer
9. regular
“all are created equal”
Core Desire: connecting with others
Goal: to belong
Greatest fear: to be left out or to stand out from the
crowd
Strategy: develop ordinary solid virtues, be down to
earth, the common touch
Weakness: losing one's own self in an effort to blend in
or for the sake of superficial relationships
Talent: realism, empathy, lack of pretence
The Regular Person is also known as: The good old
boy, everyman, the person next door, the realist, the
working stiff, the solid citizen, the good neighbour, the
silent majority
Helps: To be OK as they are
The Regular Personality provides a good identity for
brands:
• that give people a sense of belonging
• with an everyday functionality
• with low to moderate prices
• produced by a solid company with a down-home
organizational culture
• that need to be differentiated in a positive way from
more elitist or higher-priced brands
Examples of Regular Person brands: SPAR, VW,
Klipdrift
guy/girl
good old
boy
Solid
citizen
10. explorer“don’t fence me in”
Core desire: the freedom to find out who you are through
exploring the world
Goal: to experience a better, more authentic, more
fulfilling life
Biggest fear: getting trapped, conformity, and inner
emptiness
Strategy: journey, seeking out and experiencing new
things, escape from boredom
Weakness: aimless wandering, becoming a misfit
Talent: autonomy, ambition, being true to one's soul
The explorer is also known as: The seeker, iconoclast,
wanderer, individualist, pilgrim.
Helps: To feel free to expand horizons
The explorer is a good identity for brands that:
-‐ helps people feel free, nonconformist or pioneering
-‐ is rugged and sturdy or for use in the great outdoors or
in dangerous settings
-‐ can be purchased from a catalogue or on the Internet
-‐ helps people express their individuality
-‐ can be purchased for consumption on the go
-‐ want to differentiate themselves from a successful
regular guy/gal brand or conformist brand
-‐ have an explorer culture that creates new and exciting
products or experiences
Explorer brands would be: Virgin, Jeep,
Marlboro, Levis.
the
seeker
wanderer
individualist
Pilgrim
11. sage“the truth will
Core desire: to find the truth.
Goal: to use intelligence and analysis to understand
the world.
Biggest fear: being duped, misled—or ignorance.
Strategy: seeking out information and knowledge;
self-reflection and understanding thought processes.
Weakness: can study details forever and never act.
Talent: wisdom, intelligence.
The Sage is also known as: The expert, wise,
scholar, detective, advisor, thinker, philosopher,
academic, researcher, thinker, planner, professional,
mentor, teacher, contemplative.
Helps: To understand the world
The Sage would be a good identity for brands:
• that provide expertise or information to customers
• that encourage customers to think
• that are based on new scientific findings or esoteric
knowledge
• that are supported by research-based facts
• want to differentiate themselves from others whose
quality or performance is suspect
Examples of Sage Identities: Allan Gray, CNN,
McKinsey & Co.
theexpert
mentor
professional
advisor
set you free”
12. hero“where there’s a will,
Core desire: to prove one's worth through courageous
acts
Goal: expert mastery in a way that improves the world
Greatest fear: weakness, vulnerability, being a
"chicken"
Strategy: to be as strong and competent as possible
Weakness: arrogance, always needing another battle
to fight
Talent: competence and courage
The Hero is also known as: The warrior, crusader,
rescuer, superhero, the soldier, dragon slayer, the
winner and the team player
Helps: To act courageously
The Hero could be good for brands:
-‐ That are inventions or innovations that will have a
major impact on the world
-‐ That help people be all they can be
-‐ That solve a major social problem or encourage
others to do so
-‐ That have a clear opponent you want to beat
-‐ That are underdogs or challenger brands
-‐ That are strong and help people do tough jobs
exceptionally well
-‐ That need to be differentiated from competitors
that have problems following through or keeping
their promises
-‐ Whose customers see themselves as good,
upstanding citizens
Companies that express themselves like
this archetype: Nike, Tag Heuer, Black label
the
warrior
crusader
winner
team
player
there’s a way”
13. outlaw“rules are made to
Core desire: revenge or revolution
Goal: to overturn what isn't working
Greatest fear: to be powerless or ineffectual
Strategy: disrupt, destroy, or shock
Weakness: crossing over to the dark side, crime
Talent: outrageousness, radical freedom
The Outlaw is also known as: The rebel,
revolutionary, wild man, the misfit, or iconoclast
Helps: To break the rules
The Outlaw may strengthen your brand's identity
if it:
• has customers or employees who feel
disenfranchised from society
• helps retain values that are threatened by emerging
ones, or paves the way for revolutionary new attitudes
• is low to moderately priced
• breaks with industry conventions
Outlaw brands include: Diesel, Harley-Davidson,
Honda, Russian Standard Vodka
the
rebel
wild man
misfit
iconoclast
be broken”
14. magician“I make things happen”
Core desire: understanding the fundamental laws of
the universe
Goal: to make dreams come true
Greatest fear: unintended negative consequences
Strategy: develop a vision and live by it
Weakness: becoming manipulative
Talent: finding win-win solutions
The Magician is also known as: The visionary,
catalyst, inventor, charismatic leader, shaman, healer,
medicine man
Helps: To affect transformation
The Magician could be the right identity for your
brand if:- the product or service is transformative
-‐ its implicit promise is to transform customers
-‐ it has a new-age quality
-‐ it is consciousness-expanding
-‐ it is user-friendly has spiritual connotations
-‐ it is a very new, contemporary product
-‐ it is medium- to high-priced
Example of magical brands: Axe, Smirnoff, BMW,
iPod, Intel, Apple
the
visionary
shaman
inventor
catalyst
15. lover“you’re the only one”
Core desire: intimacy and experience
Goal: being in a relationship with the people, work and
surroundings they love
Greatest fear: being alone, a wallflower, unwanted,
unloved
Strategy: to become more and more physically and
emotionally attractive
Weakness: outward-directed desire to please others at
risk of losing own identity
Talent: passion, gratitude, appreciation, and
commitment
The Lover is also known as: The partner, friend,
intimate, enthusiast, sensualist, spouse, team-builder
Helps: To find love and romance
The Lover may be a good identity for your brand
if:
• it helps people belong, find friends or partners
• it's function is to help people have a good time
• it is low to moderately priced
• it is produced by a freewheeling, fun-loving
organisational structure
• it needs to differentiate itself from self-important,
overconfident brands
Some of the great Lover brands: Alfa Romeo, Tivoli
Taps, Marie Claire
the
partner
friend
enthusiast
sensualist
intimate
16. jester“you only live once”
Core desire: to live in the moment with full enjoyment
Goal: to have a great time and lighten up the world
Greatest fear: being bored or boring others
Strategy: play, make jokes, be funny
Weakness: frivolity, wasting time
Talent: joy
The Jester is also known as: The fool, trickster,
joker, satirist, muse, court jester, practical joker or
comedian.
Helps : To have a good time
The Jester may be a good identity for brands:
• that give people a sense of belonging
• that help people have a good time
• that are low or moderately priced
• that are produced by a fun-loving company
• that need to be differentiated from self-important,
overconfident established brands
Examples of Joker brands: Nando’s, Dial Direct,
Kulula.
the
fool
trickster
comedian
satirist
17. nurturer“love your neighbour
Core desire: to protect and care for others
Goal: to help others
Greatest fear: selfishness and ingratitude
Strategy: doing things for others
Weakness: martyrdom and being exploited
Talent: compassion, generosity
The nurturer is also known as: The saint, care giver,
altruist, parent, helper, supporter
Helps: To care for others
The Nurturer may be right for your brand identity
if:
• it gives customers a competitive advantage
• it supports families (products from fast-food to
minivans) or is associated with nurturing (e.g. cookies,
teaching materials)
• it serves the public sector, e.g. health care,
education, aid programs and other care giving fields
• helps people stay connected with and care about
others
• helps people care for themselves
• is a non-profit or charitable cause
Examples of nurturing organizations: Volvo,
Amnesty International, Nivea
the
helper
parent
supporter
altruist
caregiver
as yourself”
saint
18. creator“if you imagine it,
Core desire: to create things of enduring value
Goal: to realize a vision
Greatest fear: mediocre vision or execution
Strategy: develop artistic control and skill
Task: to create culture, express own vision
Weakness: perfectionism, bad solutions
Talent: creativity and imagination
The Creator is also known as: The artist, inventor,
innovator, musician, writer or dreamer
Helps: To be artistic and creative
The Creator may be right for your brand identity
if:
• it promotes self-expression, gives customers choices
and options, helps foster innovation or is artistic in
design
• it is in a creative field like marketing, public relations,
the arts, or technological innovation
• you want to differentiate it from a "do-it-all" brand
that leaves little room for the imagination
• your product has a do-it-yourself aspect that saves
money
• your customer has the time to be creative
• your organization has a creative culture
Examples of Creator brands: Lego, Sony, Swatch ,
3M
the
artist
inventor
innovator
musician
writer
it can be done”
19. ruler“power isn’t everything,
Core desire: control
Goal: create a prosperous, successful family or
community
Strategy: exercise power
Greatest fear: chaos, being overthrown
Weakness: being authoritarian, unable to delegate
Talent: responsibility, leadership
The Ruler is also known as: The boss, leader,
aristocrat, king, queen, dictator, politician, role model,
manager or administrator
Helps : To be responsible and prestigious
The Ruler may be right for your brand identity if:
• it is a high-status product used by powerful people to
enhance their power
• it makes people more organized
• it offers a lifetime guarantee
• it empowers people to maintain or enhances their
grip on power
• it has a regulatory or protective function
• is moderately to high priced
• you want to differentiate it from more populist brands
or one that is a clear leader in the field
• it is a market leader that offers a sense of security
and stability in a chaotic world
Examples of "Ruling" companies: IBM, Mercedes,
Microsoft
the
leader
king
dictator
manager
aristocrat
it’s the only thing”