The Brand Archetypes

The Brand Archetypes  ·  Volume I  ·  MMXXVI

What your brand wants. How it shows up. Where it has drifted.

The twelve archetypes describe what a brand wants. The Five Layer Diagnostic reads whether the company behind it is actually expressing that want operationally, or has drifted into shadow. This site is the library; the Diagnostic is the instrument.

Ruler Magician Jester Lover Creator Outlaw Innocent Everyman Explorer Caregiver Hero Sage The Twelve Archetypes
↓   Tap a wedge to jump in, or scroll to read each in sequence
§ 01  ·  Self  ·  Provide Structure p. 01  /  12

Ruler.

Create order, stability, prosperity. Read more

In practice
  • Rolex
  • Mercedes-Benz
  • American Express
↓  02  Magician
§ 02  ·  Ego  ·  Leave a Legacy p. 02  /  12

Magician.

Make dreams real. Read more

In practice
  • Disney
  • Tesla
  • Polaroid
↓  03  Jester
§ 03  ·  Soul  ·  Pursue Connection p. 03  /  12

Jester.

Live in the moment with delight. Read more

In practice
  • Old Spice
  • M&M’s
  • Skittles
↓  04  Lover
§ 04  ·  Soul  ·  Pursue Connection p. 04  /  12

Lover.

Be in relation, with people, beauty, work. Read more

In practice
  • Chanel
  • Godiva
  • Victoria’s Secret
↓  05  Creator
§ 05  ·  Self  ·  Provide Structure p. 05  /  12

Creator.

Make something of enduring value. Read more

In practice
  • Apple
  • Lego
  • Adobe
↓  06  Outlaw
§ 06  ·  Ego  ·  Leave a Legacy p. 06  /  12

Outlaw.

Break what isn’t working. Read more

In practice
  • Harley-Davidson
  • Virgin
  • Diesel
↓  07  Innocent
§ 07  ·  Order  ·  Explore Spirituality p. 07  /  12

Innocent.

Be happy. Return to a simpler, purer state. Read more

In practice
  • Dove
  • Coca-Cola
  • Aveeno
↓  08  Everyman
§ 08  ·  Soul  ·  Pursue Connection p. 08  /  12

Everyman.

Belong. Be one of us. Read more

In practice
  • IKEA
  • Levi’s
  • Budweiser
↓  09  Explorer
§ 09  ·  Order  ·  Explore Spirituality p. 09  /  12

Explorer.

Find out who you are through what is beyond. Read more

In practice
  • The North Face
  • Jeep
  • REI
↓  10  Caregiver
§ 10  ·  Self  ·  Provide Structure p. 10  /  12

Caregiver.

Protect and care for others. Read more

In practice
  • Johnson & Johnson
  • Volvo
  • Campbell’s
↓  11  Hero
§ 11  ·  Ego  ·  Leave a Legacy p. 11  /  12

Hero.

Prove worth through courage and action. Read more

In practice
  • Nike
  • Patagonia
  • Duracell
↓  12  Sage
§ 12  ·  Order  ·  Explore Spirituality p. 12  /  12

Sage.

Find truth. Understand. Read more

In practice
  • The New York Times
  • Google
  • BBC
↓  End of Volume I
End Volume I  ·  Opening Volume II p. 13  /  13

Volume II · The instrument

The label is the cover. The reading is the book.

Every brand above shares its archetype with dozens of others that look nothing alike. The reason isn’t that the archetype is wrong. It’s that the archetype is only the first of five layers. The Five Layer Diagnostic reads the other four.

Read about the Five Layer Diagnostic