Archetypes

12 Shots

There are 12 archetypes which make up basic human motivations, as well as drive our desires and goals. Appearing all over the world since the beginning of time.

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Creator

November 06, 2019

The CREATOR craves perfection A creator isn’t worried about the cost of production or making things at scale. While the magician stresses vision and imagination, creators are different – they strive to create a product you can’t live wit...

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Everyman

November 06, 2019

The EVERYMAN wants to belong This archetype is focused on providing something so far removed from pretentiousness that it can appeal to everyone. It is the most challenging archetype to pull off because you have to have a product that ac...

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Hero

November 06, 2019

The HERO wants to prove himself The hero makes the world better by being the best. A hero brand isn’t concerned with nurturing, it’s there to challenge you. If you want to rise to the occasion, you’re going to need a hero’s help. The U....

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Caregiver

November 06, 2019

The CAREGIVER nurtures you The caregiver is benevolent and just wants to be there for you. Caregiver brands build trust. It’s rare to see a caregiver brand run an ad that takes a shot at their competition. They are the opposite of confro...

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Ruler

November 05, 2019

The RULER wants absolute power Luxury and exclusivity – A ruler brand is a gatekeeper. Perception as high-quality and expensive is critical, so product categories that fall under this umbrella include jewelry and high-end vehicles. Do yo...

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Explorer

November 05, 2019

The EXPLORER break free Freedom is the top priority for an explorer. Where other brands might try to help you build a home, these brands want to get you out of it. Subaru is the classic fit for this archetype. The company doesn’t sell ca...

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Lover

November 05, 2019

The LOVER makes you theirs Passion, pleasure, and sensuality are keys to the lover’s heart. A lover brand wants you to associate them with the intimate moments in your life. What do you buy to celebrate? How do you indulge your significa...

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Rebel

November 05, 2019

The REBEL seeks revolution The outlaw isn’t afraid. Where the innocent touches the part of you that loved snack time in kindergarten, the outlaw archetype appeals to the part of you that cut classes in high school. Building a cult follo...

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Chad Kirsebom