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 […]

Brand Archetype: Sage

Quote: “The sage wears clothes of coarse cloth but carries jewels in his bosom; He knows himself but does not display himself; He loves himself but does not hold himself in high esteem.” ~ Lao Tzu Motto: The truth will set you free. Driving desire: to find truth Goal: to use intelligence and analysis to […]