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 experiencing new things, escape from boredom
Weakness: aimless wandering, becoming a misfit
Talent: autonomy, ambition, being true to one’s soul

Also known as: seeker, iconoclast, wanderer, individualist, pilgrim

Explorer archetypes in the wild:

  • helps people feel free, nonconformist or pioneering
  • rugged and sturdy or for use in the great outdoors or in dangerous settings
  • can be purchased from a catalog or on the Internet
  • help people express their individuality
  • can be purchased for consumption on the go
  • differentiate from a successful regular guy/gal brand or conformist brand
  • culture that creates new and exciting products or experiences

Archetype examples: Indiana Jones, Jeep, Marlboro

See all 12 brand archetypes

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