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12 Brand Archetypes, Screen Shot 2021-02-23 at 22.03.52, Screen Shot 2021…
12 Brand Archetypes
The Innocent
Goals
To be Happy
Traits
Pure, young
Optimistic
Simple
Simple
Moral
Loyal
Brand
Cocacola
Dove
The Everyman
Goals
To belong/connect with others
Traits
Supportive
Faithful
Connects with others
Brand
The Home Depot
ebay
The Hero
Goals
To improve the world
Traits
Confident
Courageous
Inspirational
Brand
Nike
BMW
The Explorer
Goals
Finds fulfillment through discovery and new experiences
Traits
Adventurous
Ambitious
Independent
Brand
Jeep
Redbull
The Outlaw
Traits
Paving the way of change
Wild
iconoclastic
Brand
Harley-Davidson
Virgin
Goals
Break the rules and fight the authority
The Creator
Goals
Create something with meaning and enduring value
Traits
Creative
Imaginative
Brand
Lego
Crayola
