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 earth, the common touch
Weakness: losing one’s own self in an effort to blend in or for the sake of superficial relationships
Talent: realism, empathy, lack of pretense
Also known as: good old boy, everyman, the person next door, the realist, the working stiff, the solid citizen, the good neighbor, the silent majority
Regular Guy or Girl archetypes in the wild:
- giving people a sense of belonging
- offers everyday functionality
- low to moderate pricing
- solid companies with a down-home organizational culture
- differentiate from elitist or higher-priced brands
Archetype examples: Home Depot, Wendy’s
See all 12 brand archetypes
