Brand Archetype: Lover

Quote: “A true lover always feels in debt to the one he loves.” ~ Ralph W. Sockman Motto: You’re the only one. Driving 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 […]

Brand Archetype: Creator

Quote: “Life isn’t about finding yourself. Life is about creating yourself.” ~ George Bernard Shaw Motto: If you can imagine it, it can be done. Driving 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 […]

Brand Archetype: Regular Guy/Girl

Quote: “I understand the common man because I understand me in that regard, at least.” ~ Vince McMahon Motto: All men and women are created equal. Driving 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 […]

Brand Archetype: Outlaw

Quote: “Love is the ultimate outlaw. It just won’t adhere to any rules. The most any of us can do is sign on as its accomplice.” ~ Tom Robbins Motto: Rules are made to be broken. Driving desire: revenge or revolution Goal: to overturn what isn’t working Greatest fear: to be powerless or ineffectual Strategy: […]

Brand Archetype: Magician

Quote: “Dream no small dream; it lacks magic. Dream large. Then make the dream real.” ~ Donald Wills Douglas Motto: I make things happen. Driving 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 […]

Brand Archetype: Ruler

Quote: “He who is to be a good ruler must have first been ruled.” ~ Aristotle Motto: Power isn’t everything, it’s the only thing. Driving desire: control Goal: create a prosperous, successful family or community Strategy: exercise power Greatest fear: chaos, being overthrown Weakness: being authoritarian, unable to delegate, out of touch with reality Talent: […]

Brand Archetype: Hero

Quote: “A hero has faced it all; he need not be undefeated, but he must be undaunted.” ~ Andrew Bernstein Motto: Where there’s a will, there’s a way. Driving 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: […]

Brand Archetype: Explorer

Quote: “Exploration is really the essence of the human spirit.” ~ Frank Borman Motto: Don’t fence me in. Driving 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 […]

Brand Archetype: Innocent

Quote: “Innocence is always unsuspicious.” ~ Joseph Joubert Motto: We are young and free. Driving 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 Also known as: utopian, […]

Brand Archetype: Jester

Quote: “Cheerfulness is the best promoter of health and is as friendly to the mind as to the body.” ~ Joseph Addison Motto: You only live once. Driving 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 […]