Find Your Inner Hero: the Power of Archetypes

Find Your
Inner Hero:
The Power of
Archetypes
Hosted by CODE CITY
Robert Williams of INTJ Design

BORN INTO GREAT DARKNESS
SUPERNATURAL ORIGIN
DIVINELY ANNOUNCED BIRTH
THE SILENT YEARS
SUPERNATURAL MIRACLES
BRUTALLY MURDERED
DESCENDED INTO UNDERWORLD
RESURRECTED AND VENERATED
BAPTIZED AT START OF MISSION
THE
GREAT
HERO

By now it’s clear that I’m referring to
or Dionysus (1500 BCE), Romulus (770 BCE), Odysseus (700 BCE),
Buddha (623 BCE), Heracles (600 BCE), Attis of Phrygia (175 CE),
Glycon (150 CE), or Jesus (4 BCE) (among many other possibilities).
Ancient Egyptian Deity
HORUS
born around 3100 BCE.
Ancient Iranian Prophet
ZOROASTER
Ancient Hindu Deity
KRISHNA

This realization usually
elicits two responses.
“My preferred version of the
story is correct and the others
are merely copycats.”
(even if they originated first...)
A

This realization usually
elicits two responses.
“See! This proves that all
religion is mythical nonsense
and therefore has no value...”
B

What if both viewpoints
are incorrect?
What if the mind of every human,
regardless of era or culture, was
preprogrammed to recognize the
traits of the Great Hero, so our
stories about this individual
incorporate the same symbolic
elements and thus, look similar?
C

Therein lies the power of archetypes.
So what exactly is
an archetype anyway?

The idea of archetypes
is present worldwide.
archetupon (Greek)
First molded
archetypum (Latin)
First made; original form
antarjneyarūpa (Sanskrit)
Subjectively known forms
altjiranga mitjina (Aboriginal)
The Eternal Ones who inhabit
The Dreaming (a “time outside of
time” where ancestors live)
Detail from The Keeper of theThreshold, Elihu Vedder 1897.

Pure mental forms are
imprinted in the soul
before it is born into
the world.They are
collective in the sense
that they embody
the fundamental
characteristics of a
thing rather than its
specific peculiarities.
Detail from Plato in the Hall of Pranciškus Smuglevičius Quote from Plato’s ”Theory of Forms (Ideas)”

There exist identical
psychic structures
common to all,which are
heritable and influence
the way all humans
experience the world.
It is their influence on
human thought and
behavior that gives
rise to the similarities
between the various
myths and religions.Carl Jung

ARCHETYPE
A universally familiar character
or situation that transcends time,
place,culture,gender,and age.
It represents an eternal truth.
JON HOWARD-SPINK

ARCHETYPAL EVENTS
• BIRTH
• DEATH
• SEPARATION FROM PARENTS
• COMING OF AGE
• INITIATION
• MARRIAGE
• UNION OF OPPOSITES

ARCHETYPAL MOTIFS
• CREATION
• THE GREAT FLOOD
• THE QUEST
• THE APOCALYPSE
• IMMORTALITY

ARCHETYPAL FIGURES
• GREAT MOTHER
• FATHER
• CHILD
• DEVIL
• GOD
• WISE OLD MAN/WOMAN
• TRICKSTER

Archetype Example:
ouroboros
Motif of a serpent or dragon
biting/devouring its own tail
INTJ Design logo

Ouroboros Meaning:
• the eternal cycle
of destruction &
recreation which
renews the world
• the mystery of cyclical
time which flows back
into itself (e.g.the
journey of the sun)
• disorder surrounding
an orderly system Kundalini energy coiled
at the base of the spine (Yoga)
Thor Fighting Jörmungandr
(Norse Ragnarok)
Tomb of Tuthankamen
(1300 BCE)
“Dragon” M.C. Escher (1947)Japanese Earthquake Map with
Dragon Ouroboros border (1854)
Illustration from “Synosius”
Theodoros Pelecanos (1478)
Illustration from “Liber Novus”
(Red Book) Carl Jung (1930)

Stories themselves are one of
the oldest archetypal forms.
Author Kurt Vonnegut demonstrated
that the stories we have told & retold
through the ages actually have shapes.

Good Fortune
Health & Wealth
Ill Fortune
Sickness & Poverty
Beginning End
1.
2.
3.but ultimately
overcomes it.
then meets a problem
that brings him low
Protagonist starts at above
average happiness
Man In a Hole
(Not necessarily a man, or a hole
for that matter.)
EXAMPLES
Greek Comedy structure
“The Wasps”,Aristophanes
“Midsummer Night’s Dream”,Shakespeare
“Tommy Boy”,Chris Farley & David Spade

Missed It By That Much!
(The “almost” success story.)
Good Fortune
Health & Wealth
Ill Fortune
Sickness & Poverty
Beginning End
1.
2.
3.
Protagonist starts at
below average happiness
but ultimately loses it all,
usually due to his hubris.
then finds (and briefly enjoys)
success and prosperity
EXAMPLES
GreekTragedy structure
“Oedipus Rex”,Sophocles
“Romeo and Juliet”,Shakespeare
“Titanic”,James Cameron
“Breaking Bad”,Vince Gilligan

The protagonist begins an average day,
not expecting anything out of the ordinary
and (somehow)
gets it back again.
then manages to
screw it up royally
but finds something wonderful
beyond his wildest imagination
Boy Gets Girl
(“It was an average day,when...”)
EXAMPLE
Generic Rom-Com structure used in every
Hallmark movie ever made
1.
2.
3.
4.

All great stories contain
three main elements:
1.Protagonist who receives a Quest or Goal.
2.Antagonist which introduces Conflict.
3.Resolution of Conflict/Hero’s Return.

Protagonist accumulates
wealth and wisdom beyond
measure with little to
no adversity
and arrive at the ultimate conclusion,
“What’s the point of anything?”
only to implode in spectacular fashion
Success Without Conflict
(Astory so bad,no one enjoys reading it.)
EXAMPLE
Life story of King Solomon
1.
2.
3.

Here is the most popular story by far
in Western Culture. Every time it is
retold,it makes someone else rich.
(The structure isn’t copyrighted,
so knock yourself out.)

“MIND THE
ONE RULE!”
She putters along,
until the prince comes,
the shoe fits and she
achieves off scale happiness.
Her fairy godmother appears and gives her a bath,dress by
Vera Wang,jewelry by Chanel,hair by Paul Mitchell,shoes by
Libbey Glass, and transportation to the ball,where she dances
with the prince and has the most wonderful time of her life.
1.
2. 3.
The story begins
with a little girl
steeped in misery.
Her mother has
died,and her
father has
remarried an
awful woman
with two nasty
daughters.
There is a party at
the palace,but she
can’t go,and must
help everyone else
get ready.
The clock strikes midnight
and she loses everything,
but does not sink to her
ultimate low,because she
will forever remember that
dance with the prince.
4.
5.

That was the story of Cinderella.
(if you didn’t immediately recognize it.)
It is also the story of the Bible.
(No,really.I’m serious.Turn the page.)

“MIND THE
ONE RULE!”
Humanity putters along,
Jesus comes,dies for our
sins,and we achieve off
scale happiness in Heaven.
He creates light,the earth,divides the sky and oceans,orders
the sun,moon and stars,makes fish,birds and land animals.
Then he creates man and gives him dominion over everything
else he made.
1.
2. 3.
The story begins
with chaos and
nothingness.
God is sitting in
the midst of it all
twiddling his
thumbs,then
decides to
impose order
onto the chaos.
Man can’t stay out of
the apple tree and loses
everything,but he does
not descend into utter
chaos,because God
promises to send the
Great Hero to set
everything right again.
4.
5.

0. Status Quo
1. Call
2. Assistance
3. Departure
4.Trials/Tests
5. Approach
6. Crisis/Death
7. Reward
8. Result/Escape
9. Return
10. New Life
11. Resolution
12. New Status Quo
11
10
9
8
7
6 5
4
3
21
0
12
ORDINARY
WORLD
SPECIAL WORLD/
UNKNOWN
The Hero’s Journey/Monomyth/Story Cycle

The intuitive mind is a sacred gift
and the rational mind is a faithful
servant.We have created a society
that honors the servant and has
forgotten the gift.
Albert Einstein

BENEFITS
OF USING
ARCHETYPES
FOR BRAND
BUILDING
Organizational Alignment
• Values
• Personality/Culture
• Processes
Expression
• Act as a filter for behavior
• Shortcuts to managing meaning
Differentiation
• Different is better than better
Resonance
• Clarity + Consistency =Trust
• Creates emotional touchpoints

BASIC
NEEDS
PSYCHOLOGICAL
NEEDS
SELF-FULFILLMENT
NEEDS
HIGHER NEEDS
(GENERATE GREATER DESIRE)
LOWER NEEDS
MASTER BRANDS
WITH CULT FOLLOWING
COMMODITY
BRANDS
STRUGGLE IN
THE MARKET
Physiological
Safety
Belonging
Esteem
Self
Actualization
MASLOW’S HIERARCHY OF NEEDS

Twelve
archetypal
families
arranged
according
to four
psychological
functions.
Adapted from The Hero and the Outlaw.: Building Extraordinary Brands Through the Power of Archetypes,
Margaret Mark and Carol S. Pearson. McGraw Hill, New York. 2001.

CHANGE
Freedom, Risk,
& Mastery
MOTIVE: Take a
stand against a
limiting,restrictive,
or harmful reality.
STRATEGY: Take
action, exert power
& effect change.
FEAR: Passivity &
quitting.
HERO
(Sacrifice)
REBEL
(Disruption)
MAGICIAN
(Catalyst)

CORE DESIRE: To prove one’s worth through
courageous and difficult action
GOAL: Bring about change through personal
sacrifice
FEAR: Weakness,vulnerability,quitting
STRATEGY: Become as competent as possible
GIFT: Competence and courage
STRENGTHS: Self-sacrifice,Courage,Strength,
Redemption,Transformation,Faith,Stamina
CHALLENGES: Delusions of grandeur,
Arrogance,Temptation of power
HERO “Where there is a will,there is a way.”

GOAL
Bring about change through
personal sacrifice.
MOTTO
“Where there is a will,
there is a way.”
EXPRESSIONS
Athlete,Liberator,Rescuer,
Warrior,Champion,Fighter,
Knight,Savior,Redeemer

LEVEL 1: Development of boundaries,competence or
mastery,expressed through achievement and motivated
or tested through competition.
LEVEL 3: Using strength,competence,courage and
sacrifice to make a difference for yourself and the world.
LEVEL 2: Faithful service to others; duty and commit-
ment to your organization,community or family.
CALL: A challenge beckons: someone (yourself of
others) needs someone to help or defend them.
DEVELOPING THE HERO ARCHETYPE

THE SHADOW OF THE HERO
• THE VILLAIN—Sacrificing everything (and
everyone) else & compromising one’s principles
in order to compete,win,or get one’s own way.
• THE ADVERSARY—Becoming constantly
embattled and perceiving everything as a
potential threat or challenge to be confronted.

Athlete,Liberator,Rescuer,Warrior,
Champion,Fighter,Knight,Savior,
Redeemer
HERO
A.K.A.
(other expressions of
the Hero archetype.)
Ford Trucks
(ad campaign)
M.A.D.D.
(organization)
Luke Skywalker
(Star Wars)
Wonder Woman
(comics/TV/film)
MLK Jr
(civil rights champion)
Michael Jordan
(NBAathlete)
Red Cross
(organization)
FedEx
(delivery service)

TRAITS OF A HERO BRAND
You have an invention or innovation
that will have a major impact on the
world or you are addressing a major
social problem and asking people to
step up to the plate to help solve it.

Your offering,product or service helps
people perform at their upper limit.

You have a clear opponent/competitor
you want to beat or you are the under-
dog and want to rival the competition.

TRAITS OF A HERO CONSUMER
Are typically achievement-oriented
and competitive—even if just against
themselves.

In the quest to prove themselves,
they have a desire for character and
physical development,and are often
tenaciously dedicated to overcoming
challenges.

View themselves as good,moral
citizens and are naturally attracted to
brands that share those values,thus
they tend to evaluate a brand on the
strength of its moral convictions
as well as its product offering.

REBEL “Rules are meant to be broken.”
CORE DESIRE: Revenge or revolution
GOAL: Bring about change by disrupting and
destroying what isn’t working
FEAR: Being powerless,trivialized,inconse-
quential
STRATEGY: Destroy,disrupt or shock
GIFT: Outrageousness,radical freedom
STRENGTHS: Provocation,risk taking,progres-
sive thought,personal power,brutal honesty
CHALLENGES: Being fueled by anger or hate,
loss of boundaries,lawlessness,fanaticism

GOAL
disruption and destruction.
MOTTO
“Rules are meant to be broken.”
EXPRESSIONS
Activist,Gambler,Maverick,
Misfit,Reformer,Revolutionary,
Iconoclast,Antihero,
Wild Man/Woman

LEVEL 1: Group disassociation and identifying as a
societal outsider in a way that defies conventional
behavior or morality.
LEVEL 3: Become a rebel or a revolutionary; changing
the world through disruption.
LEVEL 2: Engaging in shocking or disruptive behavior,
such as activism.
CALL: Feeling powerless,angry,mistreated or under
siege by society or elements within society.
DEVELOPING THE REBELARCHETYPE

THE SHADOW OF THE REBEL
THE FANATIC—Self-destructive behaviors such
as addictions,compulsions,or activities that
undermine intimacy,success,or self-esteem.
THE SADIST—Engaging in behaviors (from
emotional or physical abuse to murder or rape)
that have destructive effects on others.

Activist,Gambler,Maverick,Misfit,
Reformer,Revolutionary,Iconoclast,
Antihero,Wild Man/Woman
REBEL
A.K.A.
the Rebel archetype.)
Rosie the Riveter
(WWII campaign)
PayPal
(finance)
Fight Club
(film)
The Scarlet Letter
(literature)
Muhammad Ali
(boxer/activist)
Howard Stern
(radio personality)
Apple “1984”
(advertisement)
MTV
(alternative television)

TRAITS OF A REBEL BRAND
Customers and employees are feeling
disaffiliated from society or identify
with values that run at odds with
those of society at large.

The function of your product is to
destroy something (actually,like
a bulldozer,or virtually,like many
video games) or is genuinely
revolutionary or disruptive (Netflix,
which changed how we watch media.)

Your offering is dangerous or not
very good for people,so that using it
is akin to thumbing your nose at
society’s ideas of what constitutes
health or safety.

TRAITS OF A REBEL CONSUMER
Typically feels like a castoff from
dominant culture,or sees themselves
as marginalized.Alienation leads to
anger,which manifests in disruptive
or shocking behavior.

Drawn to the racy,shocking or po-
litically incorrect.Fringe rebels are
best reached through mass commu-
nication; Higher level rebels are best
reached through targeted special in-
terest groups and virtual hubs.

Have a deep-seated desire for
freedom,yet surprisingly,fringe
rebels may also include well-adjusted,
law-abiding members of society who
simply feel a need to let off steam
every now and then.(The Purge)

MAGICIAN “Believe in miracles & anything can happen.”
CORE DESIRE: Knowledge of how the world
works
GOAL: Bring about change through function-
ing as a catalyst
FEAR: Unanticipated negative consequences
STRATEGY: Develop a vision & live it out fully
GIFT: Finding win-win outcomes
STRENGTHS: Ability to dream enormous
dreams,Mysterious powers of perception,
Awe-inspiring intuition & cleverness,Highly
evolved perspective,Charisma
CHALLENGES: Manipulation,Trickery,Hubris

GOAL
functioning as a catalyst.
MOTTO
“Believe in miracles and
anything can happen.”
EXPRESSIONS
Alchemist,Innovator,Scientist,
Catalyst,Shaman,Healer,
Medicine Man/Woman

LEVEL 1: Encountering magic moments that generate
short-term transformation and satisfaction.
LEVEL 3: Performing miracles and bringing the
complete manfestation of a vision into being.
LEVEL 2: Full immersion into the experience of Flow
(hyperfocused creative sync.)
THE CALL: Experiencing hunches,extrasensory or
synchronistic experiences.
DEVELOPING THE MAGICIAN ARCHETYPE

THE SHADOW OF THE MAGICIAN
THE MANIPULATOR—transforming better into
lesser options (forced negative outcomes),
resulting in diminished self esteem.
THE SORCERER—belittling oneself or others,which
is capable of making ourselves or others ill through
negative thoughts and actions.

Alchemist,Innovator,Scientist,Catalyst,
Charismatic Leader,Shaman,Healer,
Medicine Man/Woman
MAGICIAN
A.K.A.
the Magician archetype.)
Snickers
(“You’re notYou
WhenYou’re Hungry”)
Apple
(technology)
Merlin
(KingArthur)
Willy Wonka
(film)
Steven Spielberg
(film director)
Nikola Tesla
(Scientist & Inventor)
Harry Potter series
(transforming readers)
Disney
(entertainment)

TRAITS OF A MAGICIAN BRAND
Your offering is transformative in
nature.There is an implicit promise
to transform the customer or convert
messes into miracles (lead into gold.)

Your offering helps to extend
consciousness or has a spiritual or
psychological component.Magician
brands tend to appeal to New Age
consumers or cultural creatives.

Your offering is an intuitive and
user-friendly technology or a new
and contemporary product.

TRAITS OF A MAGICIAN CONSUMER
Believes in higher consciousness and
the rules that come with the territory.
(the Law of Attraction) Usually relies
on the laws of nature and sciences
(biology,physics or psychology) as
strong guiding principles.

Motivated both by the desire for per-
sonal transformation and to be an
agent of change in the world around
them.

Often drawn to positions of
leadership,being influential and
charismatic by nature,they tend to
align with brands with which they
can clearly see and connect with their
vision or consciousness.

BELONGING
Community &
Connection
MOTIVE: To form
meaningful & last-
ing relationships
STRATEGY: Grow
their community
through personal
connection.
FEAR: Loneliness
& Vulnerability.
CITIZEN
(Equality)
JESTER
(Having fun)
LOVER
(Intimacy)

CITIZEN “All men and women are created equal.”
CORE DESIRE: Connection with others
GOAL: Building community through finding
common ground
FEAR: Being seen as elitist,not being wel-
comed
STRATEGY: Develop common virtues; blend in
GIFT: Realism,Empathy,Authenticity
STRENGTHS: Stewardship,Altruism,Respect,
Fairness,Accountability,Tendency to be a
good listener and hard worker.
CHALLENGES: Righteousness,Apathy,
Rebelliousness,Recklessness

GOAL
Building community through
finding common ground.
MOTTO
“All men and women are
created equal.”
EXPRESSIONS
Advocate,Everyman,Servant,
Networker,Guy/Girl Next Door,
Realist,Good Neighbor,
Working Man

LEVEL 1: Seeking affiliation,usually spurred by feelings
of loneliness.
LEVEL 3: Realizing and practicing the dignity of every
individual,regardless of personal differences.
LEVEL 2: Learning how to connect,form & nurture
relationships and fit in with a community.
CALL: Experiencing loneliness or alienation.
DEVELOPING THE CITIZEN ARCHETYPE

THE SHADOW OF THE CITIZEN
THE VICTIM—blaming one’s incompetence,irre-
sponsibility or even predatory behavior on others,
and expecting special treatment and exemption
due to self-proclaimed victim status.
THE MOB MEMBER—willing to abuse or destroy
others,even if they are trying to help us,in order to
fit in with the status quo.

Advocate,Everyman,Networker,
Servant,Guy/Girl Next Door,Realist,
Good Neighbor,Working Man
CITIZEN
A.K.A.
the Citizen archetype.)
Jimmy Stewart
(Mr.Smith Goes to
Washington)
Morgan Freeman
(Driving Miss Daisy)
Rosa Parks
(activist)
J.F.K.
(President)
Habitat for Humanity
(organization)
Budweiser
(beverage)
Chipotle
(“Back to the Start“ ad)
Discover
(“We treat you like
you’d treat you”)

TRAITS OF A CITIZEN BRAND
The use of your offering helps people
belong (or feel like they do) through
connection to a community.

The function of your offering is some-
thing used commonly in everyday life.

Produced by a company with a down-
home organizational culture or that
wants to differentiate themselves in a
positive way from a more elitist brand.

TRAITS OF A CITIZEN CONSUMER
Neighborly,offering help when and
wherever needed.Tend to be respect-
ful of others,even when they don’t
know (or particularly like) them much.

Tend to be reliable and strongly val-
ue and believe in the merits of a hard
day’s work.

Usually frugal,they appreciate the
simple things in life.They are humble
and tend to root for the underdog.

JESTER “If you’re not having fun,you’re doing it wrong.”
CORE DESIRE: To live in the moment with full
enjoyment
GOAL:To have a great time and lighten up the
world
FEAR: Experiencing boredom or being boring
STRATEGY: Be funny and playful; make jokes
GIFT: Joy
STRENGTHS: Originality,Irreverent humor,
Present awareness,Facile social skills.
CHALLENGES: Being misunderstood,inso-
lent,scatterbrained,cruel tricks,time waster

GOAL
fun and enjoying the moment.
MOTTO
“If you’re not having fun,you’re
doing it wrong.”
EXPRESSIONS
Clown,Fool,Joker,Prankster,
Shapeshifter,Entertainer,
Provocateur,Comedian

LEVEL 1: Starts to see life as a game.The only important
thing is to just have fun.
LEVEL 3: Realizes that today is all we have,and endeav-
ors to live each day to its fullest,savoring each moment.
LEVEL 2: Develops cleverness,innovation and resource-
fulness through practical jokes or rule bending.
CALL: Being overwhelmed with apathy or boredom.
DEVELOPING THE JESTER ARCHETYPE

THE SHADOW OF THE JESTER
THE GLUTTON—engaging in sloth or self-indul-
gence wholly defined by lusts with no self-control.
THE BULLY—Irresponsibility and mean-spirited
pranks which exclude rather than include.

Clown,Fool,Joker,Prankster,Comedian,
Entertainer,Shapeshifter,Provocateur
JESTER
A.K.A.
the Jester archetype.)
The Cat in the Hat
(literature/TV/film)
Charlie Chaplin
(character actor)
Louis Armstrong
(musician)
Dave Chappelle
(comedian)
Jimmy Fallon
(entertainment)
Progressive
(insurance)
Metlife
(Snoopy campaign)
Old Spice Guy
(ad campaign)

TRAITS OF AJESTER BRAND
Use of offering helps people belong
or feel that they do through having a
good time.

Offering is produced or sold by a
company with a free-wheeling,
fun-loving organizational culture or
a company that needs to differentiate
itself from a self-important,overconfi-
dent,established brand.

Finds ways to stay relevant and cut-
ting-edge in communication,especial-
ly if they want customers to do some-
thing serious,such as buy insurance.
Reframes desired actions to align with
their mindset and attention span.

TRAITS OF AJESTER CONSUMER
Tend toward a younger demographic,
or those of any age who seem to be
perpetually young at heart.

Turned off by serious topics or over-
serious personalities,thus they tend
to flock together with those who share
a similar carpe diem attitude.

Avoid doing things that are boring,
even if those things are important,
but strongly appreciate and gravitate
toward creativity and cleverness.The
zanier the better!

LOVER “I only have eyes for you.”
CORE DESIRE: To attain intimacy
GOAL: Building community through intimacy
and relationship
FEAR: Being alone or unwanted
STRATEGY: Become attractive to others
GIFT: Appreciation and passion
STRENGTHS: Faithfulness,Passionate sensu-
ality,Sexuality and spirituality,Expansiveness,
Vitality,Appreciation.
CHALLENGES: Obsession,Promiscuity,Jeal-
ously,Game playing,Fear of being alone.

GOAL
intimacy and relationship.
MOTTO
“I only have eyes for you.”
EXPRESSIONS
Companion,Partner,Hedonist,
Connoisseur,Tastemaker,Friend,
Matchmaker,Harmonizer,
Enthusiast,Team Builder

LEVEL 1: Establishes many casual connections through
pleasure seeking; usually not truly intimate or personal.
LEVEL 3: Realizes wholeness and connection to others,
extends high-level,spiritual love to humanity as a whole.
LEVEL 2: Learns to form deeper attachments and estab-
lish commitments with who and what they love.
CALL: Infatuation,seduction and falling in love (with a
person,an idea,cause,work or product.)
DEVELOPING THE LOVER ARCHETYPE

THE SHADOW OF THE LOVER
THE SEDUCER—luring others away from their
quests and pursuing love as a personal conquest
which destroys the object of one’s affection when
the lover grows tired of the game..
THE ADDICT—binging on love with no regard for
relationship,leading to jealousy,envy & obsession.

Companion,Partner,Hedonist,Friend,
Connoisseur,Tastemaker,Matchmaker,
Harmonizer,Team Builder
LOVER
A.K.A.
the Lover archetype.)
EXAMPLES
Beauty & the Beast
(literature/film)
Romeo & Juliet
(literature/film)
Hugh Hefner
(celebrity)
Elizabeth Taylor
(celebrity)
Hallmark Channel
(television)
Axe Body
(mens’ products)
eHarmony
(29 Dimensions
of Compatibility)
Law Vegas Tourism
(“What happens in
Vegas,stays inVegas.”)

TRAITS OF A LOVER BRAND
Your offering helps people find love,
friendship,or fosters beauty,commu-
nication or closeness between people.
The brands are often associated with
sexuality or romance.

Offering is produced or sold by a com-
pany with an intimate,elegant organi-
zational culture,as opposed to a mas-
sive Sovereign hierarchy.

Offering is moderate to high priced
and needs to differentiate itself in
a positive way from lower-priced
brands.(Godiva chocolate)

TRAITS OF A LOVER CONSUMER
Driven to connect to others,especial-
ly in Western culture,where society
has become more individualistic and
the void for meaningful relationships
keeps getting bigger.

Attempts to fill the relationship void
in many ways—from seeking out like
minded people to bond with,to creat-
ing the best version of themselves to
attract others to them.

Strongly desires to feel special,thus
is drawn to brands that love them and
which they can love back.

ORDER
Stability & Control
MOTIVE: Maintain
the status quo of
structure & comfort.
STRATEGY: Impose
order & security.
FEAR: Disorder &
insecurity.
SOVEREIGN
(Structure)
CAREGIVER
(Altruism)
CREATOR
(Design)

SOVEREIGN “Power isn’t everything; it’s the only thing.”
CORE DESIRE: Control
GOAL: Order and stability through structured
control
FEAR: Descent into chaos; being overthrown
STRATEGY: Exert leadership
GIFT: Responsibility and leadership
STRENGTHS: Rank,Tradition,Benevolence,
Assumed authority,Inherited responsibility,
Nobility,Stability
CHALLENGES: Entitlement,Dictatorship,
Self-service,Greed,Figurehead status,
Irrelevance

GOAL
Order and stability through
structured control.
MOTTO
“Power isn’t everything; it’s the
only thing.”
EXPRESSIONS
Ambassador,Judge,Patriarch,
Ruler,Boss,Aristocrat,Politician,
Manager,Administrator,Parent
(masculine expression)

LEVEL 1:Taking responsibility for the state of one’s own
life.
LEVEL 3: Becoming a leader at a higher level within
their community,field,government or society.
LEVEL 2: Exerting leadership in their family,group,
organization or workplace.
CALL: Awareness of a lack of resources,order or
harmony.
DEVELOPING THE SOVEREIGN ARCHETYPE

THE SHADOW OF THE SOVEREIGN
THE TYRANT—banishing creative elements of the
kingdom (or psyche) to gain control at any price
including shunning the responsibility of your
position and judging others unfairly.
THE CONTROL FREAK—oppressing others with no
regard for the greater good simply to pacify one’s
selfish desire for control.

Ambassador,Judge,Patriarch,Ruler,
Boss,Aristocrat,Politician,Role Model,
Manager,Administrator,
Parent (masculine expression)
SOVEREIGN
A.K.A.
the Sovereign archetype.)
King Arthur
(literature)
Mufasa
(The Lion King)
Pope Francis
(clergy)
Cleopatra
(royalty)
Donald Trump
(brand)
Mercedes Benz
(automobiles)
U.S.Supreme Court
(government branch)
American Express
(“Experience Platinum
Privileges”)

TRAITS OF A SOVEREIGN BRAND
A high-status offering used by power-
ful people,usually including technical
assistance or information that helps
people enhance their power.(Think
VIP status & platinum memberships.)

Your offering helps people be more
organized and orderly,or you are an
organization with a regulatory or
protective function.

You operate in a field that is relatively
stable or your offering promises safety
and predictability in a chaotic world,
usually including a comprehensive or
lifetime guarantee.

TRAITS OF A SOVEREIGN CONSUMER
Typically concerned with image,status
or prestige and want powerful impres-
sions to influence other’s perception
of themselves.Often a natural leader
with a long list of accomplishments to
their name.

Assumes a lot of responsibility and
does not like to take orders from oth-
ers.Often very patriotic with a deep
appreciation for society’s laws,tradi-
tions and heritage.

At the lower level,assumes the world
should cater to them—no waiting in
lines,no second-tier status,no asking
twice.At the higher level,they may
not expect special treatment,but
appreciate what their status affords.

CAREGIVER “Love your neighbor as yourself.”
CORE DESIRE: Protect people from harm
GOAL: Order and stability through altruism
FEAR: Selfishness; ingratitude
STRATEGY: Do things for others
GIFT: Compassion and generosity
STRENGTHS: Altruism,Compassion,Patience,
Empathy
CHALLENGES: Fear of instability,Over-com-
promise leading to loss of balance,Inability to
say no,Self-martyrdom,Neglect

GOAL
altruism.
MOTTO
“Love your neighbor as
yourself.”
EXPRESSIONS
Angel,Guardian,Healer,Saint,
Samaritan,Caretaker,Altruist,
Helper,Supporter,Parent
(feminine expression)

LEVEL 1: Learning to care for and nurture those who
depend upon you.
LEVEL 3: Manifesting an altruistic concern for the world.
LEVEL 2: Finding balance between caring for oneself
and caring for others.
CALL: Seeing someone in need.
DEVELOPING THE CAREGIVER ARCHETYPE

THE SHADOW OF THE CAREGIVER
THE SUFFERING MARTYR—controlling others
through guilt and obligation,using manipulation
to devour or smother those in your care.
THE ENABLER—the codependent,compulsive need
to take care of or rescue others,usually leading to
their harm or desctruction.

Angel,Guardian,Healer,Samaritan,
Caretaker,Altruist,Saint,Helper,
Parent (feminine expression),Supporter
CAREGIVER
A.K.A.
the Caregiver archetype.)
Mary Poppins
(film)
Fairy Godmother
(Cinderella)
Princess Diana
(humanitarian)
Mr.Rogers
(television educator)
Campbell’s Soup
(food)
Band Aid
(health brand)
Allstate
(“You’re in Good
Hands withAllstate”)
Salvation Army
(Red Kettle campaign)

TRAITS OF A CAREGIVER BRAND
Your offering provides customer
service which in turn delivers a
competitive advantage.

Your offering provides support to
families (from fast food to minivans)
or is associated with nurturance (such
as cookies) and helps people stay
connected and care for one another
or themselves.

Your offering is in the health care,
education or other caregiving fields
(including politics),or is a non-profit
cause or charity.

TRAITS OF A CAREGIVER CONSUMER
Constantly trying to achieve balance
between caring for others (kids,aging
parents,the world at large) and them-
selves,thus resonate with brands that
can speak to this internal struggle.

Enjoys being recognized occasionally
for their service,as it is a task that is
often unappreciated or flies under the
radar.(And the moms say,“Amen!”)

Is not easily fooled by everything they
hear,thus they are attracted to brands
that show they care through authen-
tic action as opposed to brands which
simply say they care.

CREATOR “If it can be imagined,it can be created.”
CORE DESIRE: To create something of
enduring value
GOAL: Order and stability through ordered
design
FEAR: Having a mediocre vision or execution
STRATEGY: Develop artistic/technical skill
GIFT: Creativity and imagination
STRENGTHS: Imagination,Nonlinear thought,
Nonconformity,Developed aesthetic
CHALLENGES: Overdramatization,Perfection-
ism, Depression from failing to make a differ-
ence,Fear of mediocrity & judgment

GOAL
ordered design.
MOTTO
“If it can be imagined,it can be
created.”
EXPRESSIONS
Artist,Entrepreneur,Storyteller,
Visionary,Innovator,Inventor,
Craftsman,Composer,Writer,
Dreamer

LEVEL 1: Being creative through imitation.Creating,but
not truly innovating.
LEVEL 3: Fosters innovation and beauty through creat-
ing enduring structures that influence culture or society.
LEVEL 2: Expresses authenticity through a deeper,more
introspective process from within instead of through
observing what already exists in the world.
CALL: Engaging in daydreams,fantasies,and
experiencing flashes of inspiration.
DEVELOPING THE CREATOR ARCHETYPE

THE SHADOW OF THE CREATOR
THE WORKAHOLIC—entertaining so many
possibilities that it becomes impossible to fully
act upon them.
THE PRIMA DONNA—inflating one’s opinion of
talent and importance and thus turning your life
into a soap opera.

Artist,Entrepreneur,Storyteller,
Visionary,Innovator,Inventor,
Craftsman,Composer,Writer,Dreamer
CREATOR
A.K.A.
the Creator archetype.)
Doc Brown
(Back to the Future)
Don Draper
(Mad Men)
Maya Angelou
(author)
Richard Branson
(businessman)
LEGO
(toy)
YouTube
(online video)
Adobe Systems
(Creative Suite)
Post-it notes
(created by mistake)

TRAITS OF A CREATOR BRAND
Your offering encourages self-expres-
sion,provides the consumer with
options,helps foster innnovation,is
artistic in design,or contains a DIY
element which saves money.

You are in a creative field such as mar-
keting,public relations,the arts,tech
innovation,or are seeking to differen-
tiate from a brand that does it all for
the customer,leaving little room for
individual choice.

Your organization has a Creator
culture.This can be awakened
particularly in troubling or chaotic
times when people are seeking
healing and stability from creativity
and self-expression.

TRAITS OF A CREATOR CONSUMER
Intolerant of cheap,mass-produced
junk,they demonstrate their level of
taste through what they purchase—not
to impress others,but to express their
high value for quality.Everything is a
means of self-expression.

Although they embrace high stan-
dards,they may also be found at flea
markets,searching for the latest bar-
gain to transform into their next mas-
terpiece.They value the discretionary
time it takes for creativity to flourish.

Usually a doer,which manifests
through activities such as gardening,
woodworking,sewing or decorating
the house with DIYprojects—anything
that beautifies their surroundings.

AUTONOMY
Individuation &
Self-fulfillment
MOTIVE: Discover
& attain paradise.
STRATEGY: To dis-
cover truth & make
good choices.
FEAR: Mediocrity &
lack of awareness.
EXPLORER
(Seeking)
INNOCENT
(Simplicity)
SAGE
(Consciousness)

EXPLORER “Forge your own path; Don’t fence me in.”
CORE DESIRE: The freedom of discovery of
oneself and the world
GOAL: Individuation and self-fulfillment
through seeking.
FEAR: Inner emptiness or feeling trapped
STRATEGY: Seek out new things
GIFT: Ambition
STRENGTHS: Independence,Bravery,
Freedom, Self-sufficiency,Nonconformity
CHALLENGES: Self-indulgence,
Aimlessness,Alienation

GOAL
Individuation and self-
fulfillment through seeking.
MOTTO
“Forge your own path; don’t
fence me in.”
EXPRESSIONS
Adventurer,Generalist,Pioneer,
Seeker,Wanderer,Individualist,
Pilgrim,Quester

LEVEL 1: Hitting the open road,exploring the world and
nature.
LEVEL 3: Finding the freedom to be completely true to
oneself,and fully expressing individuality & uniqueness.
LEVEL 2: Inward exploration and individuation.Seeking
individuality, uniqueness,& personal fulfillment.
CALL: Alienation,dissatisfaction,restlessness and
boredom with society along with a yearning for more.
DEVELOPING THE EXPLORER ARCHETYPE

THE SHADOW OF THE EXPLORER
THE PERFECTIONIST—always striving to measure
up to an impossible goal or find the “right” solu-
tion.
THE WANDERER—alienating oneself to the point of
not being able to find a way to fit in.

Adventurer,Generalist,Pioneer,Seeker,
Wanderer,Individualist,Pilgrim,Quester
EXPLORER
A.K.A.
the Explorer archetype.)
The Odyssey
(literature)
Star Trek
(TV/film)
Sigmund Freud
(psychoanalyst)
Amelia Earhart
(aviation pioneer)
Amazon
(online shopping)
Jeep
(automobiles)
Sony Walkman
(your own music
in your own space)
NASA (2015)
(“Off the Earth,for the
Earth” year in review

TRAITS OF AN EXPLORER BRAND
Your offering helps people feel free,
express individuality (e.g.fashion or
furnishings),is nonconformist or
pioneering and values authenticity.

Your offering is rugged and sturdy
or is appropriate for use in nature,
in dangerous settings or by those in
risky occupations.

Your offering can be purchased from a
catalogue,the internet,or other alter-
native source (e.g.purchased and con-
sumed “on the go.”)

TRAITS OF AN EXPLORER CONSUMER
Trying to find their place in the world.
Usually either a younger generation
or those in a mid-life crisis searching
for new experiences to make them
feel alive again.

Generally skeptical of advertising
hype,they prefer organic buzz—real
people spreading the word about a
brand or experience.

Respond well to brands which
empathize with their internal desires
and conflicts,yet promise a reward
worth seeking.

INNOCENT “Free to be you and me.”
CORE DESIRE: To experience paradise
through simplicity
FEAR: Doing something wrong that will
provoke punishment
STRATEGY: Do things right
GIFT: Faith and optimism
STRENGTHS: Unbridled wonder,Purity,Trust,
Unconditional love,Honesty,Wholesomeness
CHALLENGES: Retreat into fantasy, Tendency
to avoid,deny or repress problems, Fear of
punishment for something wrong or bad

GOAL
Individuation and self-fulfill-
ment through simplicity.
MOTTO
“Free to be you and me.”
EXPRESSIONS
Child,Dreamer,Idealist,Muse,
Mystic,Romantic,Utopian,
Naive,Traditionalist,Pollyanna

LEVEL 1: Naively and narcissisticlaly believing that
Paradise is their birthright; becoming disillusioned
and angry with the way the world is.
LEVEL 3: Believing Paradise comes from within and
living a simpler,values-driven life of spiritual oneness.
LEVEL 2: Renewal,reinventing,reframing and
cleansing in search of Paradise and new beginnings.
CALL: A desire for purity,goodness or simplicity.
DEVELOPING THE INNOCENTARCHETYPE

THE SHADOW OF THE INNOCENT
THE DENIER—refusing to acknowledge reality,
which results in harming oneself or others,then
acting to repress the knowledge of such.
THE NAIVE—believing everything that others say
even when their perspective directly contradicts
your own inner knowing.

Child,Dreamer,Idealist,Muse,Mystic,
Romantic,Utopian,Naive,Traditionalist,
Pollyanna
INNOCENT
A.K.A.
the Innocent archetype.)
Dorothy
(Wizard of Oz)
Forrest Gump
(film)
John Lennon
(singer)
Shirley Temple
(actress)
McDonalds
(fast food)
Ivory Soap
(“It Floats!” and
“99 44⁄100% Pure”)
Star of Bethlehem
(return to innocence:
baby in a manger)
Chicken Soup
for the Soul
(book series)

TRAITS OF AN INNOCENT BRAND
Embodies straight-arrow core values
and provides a relatively simple an-
swer to an identifiable problem.

Associated with goodness,morality,
simplicity,nostalgia and childhood,or
desires to differentiate from a product
with a tarnished image.

Your offering has functions associated
with cleanliness,health or virtue—and
that are infinitely replicable.

TRAITS OF AN INNOCENT CONSUMER
Look for products which make life
simple and provide an experience of
peace and goodness.

Tend to be traditional and do not seek
change,longing for an ideal life—a
perfect mate,well-behaved kids,a
fulfilling job,and a nice home.

Strive for goodness and are often
trusting,having a great deal of faith
in others.They maintain loyalty to
brands they feel can be trusted.

SAGE “The truth will set you free.”
CORE DESIRE: The discovery of truth
through consciousness.
FEAR: Being duped; ignorance
STRATEGY: Seek out information,understand
processes
GIFT: Wisdom
STRENGTHS: Intelligence, Clear thinking,
Rationality, Prudence, Diligent researcher
CHALLENGES: Feeling disconnected from
reality, Dogmatism,Arrogance, Lack of action.

GOAL
Individuation and self-fulfill-
ment through consciousness.
MOTTO
“The truth will set you free.”
EXPRESSIONS
Detective,Engineer,Mentor,
Oracle,Translator,Scholar,Guru,
Advisor,Teacher,Philosopher,
Thinker,Planner,Professional,
Evaluator

LEVEL 1: Conducting a search for absolute truth by look-
ing to those considered experts for objective answers.
LEVEL 3: Achieving expert status through wisdom and a
high level of confidence in one’s area of expertise.
LEVEL 2: Aiming to become an expert through critical
and innovative thinking paired with objective analysis.
CALL: Confusion,doubt,deep desire to find the truth.
DEVELOPING THE SAGE ARCHETYPE

THE SHADOW OF THE SAGE
THE UNFEELING JUDGE—acting cold,heartless,
dogmatic or pompous toward others,judging one-
self or others as not good enough and incapable of
getting things right.
THE ISOLATIONIST—retreating to one’s ivory tower
and maintaining a disconnect from reality; living in
one’s own head and refusing to act.

Detective,Engineer,Mentor,Oracle,
Translator,Scholar,Advisor,Teacher,
Philosopher,Thinker,Planner,Guru,
Professional,Evaluator
SAGE
A.K.A.
the Sage archetype.)
The X-Files
(The truth is out there.)
Morpheus
(The Matrix)
Confucius
(sage)
Oprah Winfrey
(celebrity)
TEDx
(organization)
Harvard
(university)
Sophia/Hokhmah
(spirit of wisdom
Proverbs 8)
Charles Schwab
(“Talk to Chuck”
ad campaign)

TRAITS OF AN SAGE BRAND
Your offering provides expertise or in-
formation,encourages consumers to
think,or is based on a new scientific
breakthrough or esoteric knowledge.

Your brand quality is supported by
hard data and you are differentiating
from a brand whose quality or past
performance is questionable.

Avoids talking down to consumers or
engaging in high-pressure sales
tactics,as you know your base desires
information on which to base an
informed purchasing decision.

TRAITS OF AN SAGE CONSUMER
Doesn’t succumb to the herd mental-
ity because they recognize the value
of independent thought.Appreciates
transparency and tends to be
suspicious of those who act like they
have something to hide.

Highly motivated by learning and for
the pure joy of adding new knowl-
edge to their memory bank.Because
they highly value intelligence,they
embrace products or services with a
challenging learning curve.

Revels in hard data and tends to
highly trust brands which give them
an unlimited supply.Possesses an
underlying fear of being duped by
acting on partial or misinformation.

The Hero and the Outlaw: Building Extraordinary Brands Through
the Power of Archetypes,Margaret Mark and Carol S.Pearson.
(NewYork: McGraw Hill,2001)
Start with Why: How Great Leaders Inspire Everyone to Take Action,
Simon Sinek,Portfolio (2009)
Whoever Tells the Best Story Wins,Annette Simmons (Amacom,
2015)
The Culture Code: An Ingenious Way to Understand Why People
Around the World Live and Buy as They Do,Clotaire Rapaille
(Crown Business,2006)
Lead With a Story: A Guide to Crafting Business Narratives That
Captivate,Convince and Inspire,Paul Smith (Amacom,2012)
The Seven Pillars of Storytelling,Ffion Lindsay (Sparkol Books,2015)
Available as a free PDF download from www.sparkol.com/en/Ebook
BRAND ARCHETYPES ASSESSMENT (ONLINE)
www.brandpersonalityquiz.com
BRAND ALCHEMIST & MARKETING CONSULTANT (SLIDE DECK)
Robert Williams,INTJ Design | www.intjdesign.com/hero
RESOURCES
FOR
BRAND
BUILDING

Awakening the Heroes Within: Twelve Archetypes to Help Us Find
Ourselves and Transform Our World,Carol S.Pearson
(Harper Elixir,2015)
King,Warrior,Magician,Lover: Rediscovering the Archetypes of the
Mature Masculine,Robert Moore & Doug Gillette,Harper (1990)
Persephone Rising: Awakening the Heroine Within,Carol S.Pearson
(Harper Elixir,2015)
Women Who Run with the Wolves: Myth and Stories of the Wild
Woman Archetype,Clarissa Pinkola Estés,Ballantine Books (1996)
(ARTICLE) “Using the Hero’s Journey for Self-Development”
scottjeffrey.com/heros-journey/
MBTI ASSESSMENT (FREE ONLINE)
www.16personalities com (Myers BriggsType Assessment)
ARCHETYPE ASSESSMENT (FREE ONLINE)
www.archetypes.com/quiz
Pearson-Marr Archetype Indicator® (PMAI®) Instrument
(ONLINE) www.capt.org/catalog/MBTI-Book-PMAIonline.htm
(PRINT) www.capt.org/catalog/MBTI-Book-10200.A.htm
RESOURCES
FOR
PERSONAL
GROWTH

Find Your Inner Hero: the Power of Archetypes

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