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, traditionalist, naive, mystic, saint, romantic, dreamer
Innocent archetypes in the wild:
- offer a simple solution to a problem
- associate with goodness, morality, simplicity, nostalgia or childhood
- low or moderate pricing
- companies with straightforward values
- differentiate from brands with poor reputations
Archetype examples: Dove soap, Ben & Jerry’s ice cream
See all 12 brand archetypes
