Brand Archetypes Storytelling Through The 12 Archetypes Ivio Agency The rebel. the rebels aim to revolutionize the world with their own hands. one of such brands is diesel. in their rebel archetypes, they are brave, provocative, and radical. the brand undermines the authority, makes people question it, and turn to them instead. diesel sounds like police sirens and engines. A textbook example of the ruler archetype is mercedes benz that promises “ the best or nothing. ” the brand is synonymous with high quality, class and luxury – everything the brand’s customers desire. other examples include rolls royce, british airways, microsoft and american express.
12 Brand Archetypes By Carl Jung How To Use Them Some of the popular lover brand archetype examples are tiffany & co., coca cola, and harley davidson. 4. sage. a brand that falls into the sage archetype is all about wisdom and knowledge. these brands are truth seekers who want to help others learn and grow. the sage brand archetype is about sharing knowledge and helping others to grow and learn. These 12 brand archetypes are: the innocent: optimistic and pure, offering happiness. the sage: wise and knowledgeable, seeking truth. the explorer: adventurous and independent, seeking freedom. the outlaw: rebellious and revolutionary, breaking conventions. the magician: mystical and transformative, creating change. In the case of multiple archetypes, it’s best to think of one as the “dominant” archetype and any additional archetype(s) as “supporting”. for example, if your company isn’t about comedy or entertainment per se, but you want humor to be part of your brand voice, you might consider the jester archetype as a supporting second. Brand archetypes takeaways. let’s summarize the 12 brand archetypes we covered in this article: the outlaw: seeks rebellion and revolution, questions authority, and breaks the rules. brands that use this archetype: harley davidson, diesel, virgin. the hero: brave, bold, inspiring, and on a mission to improve the world.
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