Table of Contents “A hero has faced it all; he need not be undefeated, but he must be undaunted.” – Andrew Bernstein – Philosophy professor and writer[1] Introduction The Hero represents the brand that inspires others to do better. Through great victories, powerful words, or monumental sacrifices, the Hero enacts change. The … Read more

Table of Contents “I understand the common man because I understand me in that regard, at least.” – Vince McMahon – Chairman and CEO of World Wrestling Entertainment [1] Introduction The Everyman, sometimes called the Citizen, is just your average joe. They are empathetic and inherently likeable and relatable. This archetype appeals … Read more

Table of Contents “Exploration is really the essence of the human spirit.” – Frank Borman – United States Astronaut [1] Introduction The Explorer seeks two things: contentment and independence. They seek these two feelings through experiencing new things. They stretch themselves, focus on self-development, and try to answer the deepest of questions. … Read more

Table of Contents “Life isn’t about finding yourself. Life is about creating yourself.” – George Bernard Shaw – Irish playwright, comic dramatist, and literary critic [1] Introduction The Creator encourages imagination. They push people to look at the world in wonder at what could be. Free-flowing creativity is this archetype’s ultimate goal, … Read more

Table of Contents “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 – American novelist [1] Introduction The Outlaw, or Rebel as it is sometimes called, desires change above all else. Often, they … Read more

Table of Contents “He who is to be a good ruler must have first been ruled.” – Aristotle – ancient Greek philosopher [1] [2] Introduction The Ruler exudes confidence. It is their entire makeup. They are so sure of their products quality and ability to perform as expected that they cannot help … Read more

Table of Contents “Dream no small dream; it lacks magic. Dream large. Then make the dream real.” – Donald Wills Douglas – Aircraft Designer and Builder [1] Introduction The Magician promises something new, unique, and special – the ability to offer people to defy common beliefs and constraints for something better. Also … Read more

Table of Contents “A true lover always feels in debt to the one he loves.” – Ralph W. Sockman – Writer and Pastor [1] Introduction The Lover creates relationships. It makes people feel special and fosters the celebration of all the things that make us human. But the Lover is not just … Read more

Table of Contents “When you’re a caregiver, you need to realize that you’ve got to take care of yourself, because—not only are you going to have to rise to the occasion to help someone else—but you have to model for the next generation.” – Naomi Judd – American country music singer [1] … Read more

Table of Contents “Cheerfulness is the best promoter of health and is as friendly to the mind as to the body.” – Joseph Addison – English essayist, poet and dramatist. [1] Introduction The Jester aims to make you smile. A certain irreverence permeates their brand, something wholly different from the other archetypes. … Read more

Table of Contents “Innocence is always unsuspicious.” – Joseph Joubert – French Writer and Philosopher [1] Introduction The Innocent focuses on simplicity. They offer simple, concise solutions to problems their customers have. Innocent brands display sincerity and earn the trust of their customers through a past of proving themselves time and time … Read more

Table of Contents “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 – Chinese philosopher and author of Tao-Te Ching or the Way and Its Virtue … Read more