The Five Layer Diagnostic
The framework, in full.
Every layer, every option. The complete diagnostic vocabulary.
01 · Core
Motivation
What it wants
The archetype itself. The twelfth of the human story that drives the brand.
Pearson & Mark · 12 archetypes
02 · Inner
Mind
How it thinks
Cognitive preference. The lens through which the brand takes in and organizes reality.
Jung · Myers-Briggs · 16 types
03 · Inner
Temperament
How it is wired
Emotional disposition. The speed, warmth, and stability of the brand's nervous system.
Four Humorisms · 4 temperaments
04 · Outer
Persuasion
How it persuades
Rhetorical posture. Which mode of argument the brand naturally reaches for.
Aristotle · Ethos, Pathos, Logos
05 · Outer
Expression
How it shows up
Current state. Whether the brand is living its archetype fully, holding it back, or drifting into shadow.
Jung · Expressed / Suppressed / Distorted