Brand Archetype Core · Quadrant 01
ProvideStructure.
These brands set standards and methods by which our society operates, in business or in life. They move industries forward and create new ways of life. Their influence cannot be understated.
All twelve, at a glance
The twelve brand archetypes.
Tap any archetype to read it in full. Or scroll to walk through the framework as a system, by quadrant.
01
Ruler
Create order and stability.
02
Magician
Make dreams real.
03
Jester
Live with delight.
04
Lover
Be in relation.
05
Creator
Make something of value.
06
Outlaw
Break what isn’t working.
07
Innocent
Return to simpler truth.
08
Everyman
Belong. Be one of us.
09
Explorer
Go beyond.
10
Caregiver
Protect and care.
11
Hero
Prove worth through courage.
12
Sage
Find truth. Understand.
The framework, in motion
Walk through each quadrant.
Scroll to read the four motivations in depth. The wheel lights up as you go.
Brand Archetype Core · Quadrant 02
LeaveLegacy.
These brands evoke emotion, passion, and wonder in their messaging. These are brands that challenge the status quo and are remembered for generations to come.
Brand Archetype Core · Quadrant 03
PursueConnection.
These are brands that have a connection with their audience. Whether joy, inspiration, or affection, they appeal to intrinsic elements of our social being. They thrive on engagement with others.
Brand Archetype Core · Quadrant 04
SeekMeaning.
These are brands that do not just stand for themselves but for a greater cause or vision they believe in. They seek to create inspiration beyond their product. They do this by revealing a new way of thinking.