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SHOESTRING BUDGET
Build Billion Dollar Brands

Nathaniel L. Patterson
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Copyright 2015 Nathaniel L. Patterson

All rights reserved.


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To JD, who always brought the best out of everyone he met.


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Building Your Brand the Easy Way


If you haven't seen the best results in your past branding and marketing campaigns,
don't be too hard on yourself. Corporations with much more resources have failed with prod-
ucts and brand strategies that missed the mark. That's why marketing and advertising com-
panies shoulder the brunt of the work it takes to build billion dollar brands. Have you ever
wondered what fuels these gargantuan machines and makes brands become household
names? EVERY top brand in the world aligns with one of the 12 archetypes.

Understanding your target market's inner goals, joys, pains, strengths, and weak-
nesses are the first steps to fortifying your presence in the market place. If you want to be-
come an unstoppable and irresistible force in your business, you must make steps toward
giving your audience what they want. People will do anything for those who encourage their
dreams, justify their weaknesses, calm their fears, reinforce their core beliefs, and help them
win internal or external battles.

This e-Book is your #1 tool when it comes to building your brand. Keep it close any-
time you are rolling out a new product, service, or brand. Make sure that you have a clear
picture of who your branding statements speak to and what need youre fulfilling. Otherwise,
you dont have a brand or a strategy; you have a product or service with no identity. Without
an identity, you have no audience. As you know, billions are spent yearly to execute adver-
tising and marketing objectives. Much of this goes towards research which they will NEVER
share with you. Now the keys to building a billion dollar brand are available to you. Whether
you run a business on the side or you're growing a six figure or more income to free you
from the 9 to 5 life, you can use this.

Carl Jung was a philosopher who studied psychology and human nature under Sig-
mund Freud. He became an authority on the commonalities between personalities and
grouped them into 12 archetypes. Having studied the motivations, fears, and desires that all
people share and why some emphasize certain ideals over others, he mapped out a com-
prehensive system to understand human behavior. This study has important implications on
commerce because people like to buy products that reach them in some way. That reach
usually happens through specific brand statements, images, and associations that subtly
empower people to choose certain products and service over others. Once companies real-
ized how to align a brand with a distinct personality (conscious or subconscious), opportuni-
ties to grow demand and revenues abound. After the Industrial Revolution, billion dollar com-
panies emerged in an era of using scientifically researched approaches to marketing.

Marketing and advertising companies put a lot of research into their clients branding
efforts by emphasizing the archetypes that best suit the product or brand. They are tasked
with producing results in terms of revenue so outcomes have to be predictable and measur-
able. The 12 archetypes give them a roadmap to enter the mindsets, opinions, and desires
of people through advertisements, commercials, and product placement campaigns. This is
the most intelligent way to strategize and position a brand or product, and it provides results
for EVERY Fortune 1000 company. Its time you put this to work for you.

Lets discuss an example to put these archetypes into real terms. Action movies by
and large embody a archetypal rebel or hero protagonist that draws an audience of the like,
rebel and hero viewers. Companies such as Sprite or Harley Davidson which sell products
that target rebels and heroes pay the movie company to appear on the screen during a
scene. This product placement is obviously by design. Smart branding efforts work best
when they align products with belief systems and images of the people who are most likely
buy. Marketing departments and ad agencies are like magicians (another archetype that
may very well illustrate the brand image of an advertising company) who work behind the
scenes with a powerful understanding of these universal archetypes.

Now that we understand what they are, why theyre important, and how they work,
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well discuss each by name. I separated all 12 into 3 groups similar to the way that Carl Jung
explained them in his first works. There are other ways to group them, but I did this to pay
homage to the individual who helped us wrap our minds around this study. The first four deal
with the Ego, how we see ourselves or want others to see us. We shall call them The Utopi-
an, The Everyman, The Champion, and The Saint. The Utopian wants to see themselves
and be seen as innocent and good. The Everyman wants to be the regular guy/girl who gets
along with everyone. The Champion is the hero who does what it takes to win and be con-
sidered by others as a winner. The Saint wants to take care of others and be known as a
caretaker. The ego is a strong part of consciousness; it compels individuals to commit ac-
tions that correlate to their self-image. They fear the sight of the opposite of their self-image,
in their own eyes or others. Their pitfalls arise from over-indulging in ego enhancing
activities.

Next is a group with strong desires to act on ideals that bring freedom and fulfillment.
This archetype caters to the Super-Ego or soul. Theyre known as The Explorer, The Valen-
tine, The Artist, and The Radical. The Explorer is at their best when they are able to travel
and experience freely. The Valentine longs to manifest passion and express appreciation
for relationships. The Artist is in heaven when they can create expressions of their vision.
The Radical seeks freedom from oppression for themselves and others. They will go great
lengths to find the freedom that satisfies and ingratiates their soul. When they feel restricted,
they dont seem themselves to those around them, and may lose esteem during this
period. In a way, their archetype helps them to find themselves.

The last set have a penchant for expressing their archetype naturally and think in a
very apparent way. The Jester, The Philosopher, The Magician, and The Majestic are the ar-
chetypes of the Id or self. They do not necessarily have to aspire to exhibit their personality,
so they may seem to be born that way. The Jester is brings laughter or joy to the crowd and
many have that to say about them. The Philosopher is a knowledge seeker who ponders
questions of a universal extent, be it pursuits of art, mathematics, science, performance, or
academics. The Enchanter is a natural change agent who navigates society by learning the
ins and outs of people and scenarios. Lastly, The Majestic is a charismatic leader of people
who seems to have the supernatural ability to create a following.
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Ego Archetypes
Ego archetypes include personalities that deal with the question who or what am I?
and youll find that their perspective is highly involved with how others view them as well as
how they view themselves. In the following four archetypes, well discuss their world view,
self view, sense of joy, sense of pain, strengths, & weaknesses. Then well discuss the
brands or media that companies target to each archetype. By the end of this section, youll
start to understand clearly how corporations are able to use an individuals ego to form an
alignment with brands through commercials, product placement, and media production.

The Symbols

The Utopian
Its always a sunny day for The Utopian, who lives in a very innocent and childlike state of
mind. To them, paradise, peace, and happiness isnt just a notion, its an everyday reality.

The Everyman
The Everyman seeks belonging and equality in society. The status quo is a great way to
exist for those who enjoy being the guy next door.

The Champion
Victory is the ideal way of life for The Champion. The trophy symbolizes the public
recognition of ones capability and effectiveness in competition.

The Saint
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The Saint is a caretaker who is quick to respond to the cry of someone in need. They apply
bandaids to many problems in an attempt to fulfill their need to help others.
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The Utopian
The Utopian, also known as The Innocent, views the world as a generally good place
filled with nice people who also want to do good. They view themselves as good people who
just want to be happy and do the right thing. Their optimism is like the eternal virgin in na-
ture. Their outlook borders on navet at times especially if they repress their feelings of be-
ing mistreated to maintain their faith and optimism. They fear punishment for wrongdoing,
so they strive to do things right, all the time. They have a tendency to place their hardest de-
cisions on others, relying on others to protect them from dealing with a reality thats too
harsh for their standards.

World View- The world is a good place and paradise is real and attainable. Everyone should
be free to be themselves.

Self View- That they are good persons themselves and always strive to do the right thing for
them and everyone else.

Sense of Joy- The feeling that their decisions and actions were good and right. The recogni-
tion for doing something positive.

Sense of Pain- Being caught doing something bad or wrong. The embarrassment of punish-
ment or negative public opinion.

Strength- Their resilience through harsh realities, the notion that peace and happiness is the
true reality.

Weakness- Navet may be taken advantage of. May shrink from hard choices and encour-
age others to make tough decisions.

Products & Brands Targeted to The Utopian:

Fairy Tales
Barbie
Ivory
Oil of Olay
Disney Theme Parks
LOreal
Ben & Jerrys
Superman
Dove
Seventeen Magazine

There is a trend with many of the things that Utopians value in brands and products.
The first is childhood. Childhood is a time where ideals are at a high and innocence is es-
teemed. As a child grows, their sense of right and wrong solidifies and they learn to follow
patterns that end in recognition for doing the right thing. Another trend is beauty. Beauty is
alluring, beauty is coveted, but most of all, beauty is innocence. Many fairy tales feature the
damsel in distress that alludes to the innocence of the beautiful princess and the utopian
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world from which she comes. Obviously cosmetics, beauty bars, and many other beautifying
products are sold to the Utopian persona that resides in millions of customers who want to
live in a perfect and beautiful world. Justice is another trend in the Utopian archetype. In or-
der for utopia to exist, there must be a line between right and wrong and justice is a concept
that attempts to balance the scales. There is no question why certain superheroes cater to
this persona. Products that are marketed towards Utopian personalities are bound to use
keywords such as paradise, nostalgia, happiness, peace, beauty, romance, innocence, and
justice in the tag lines, copy, or reasoning.
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The Everyman
The Everyman, also known as the guy next door, is the person who enjoys con-
necting with others, and essentially wants to belong. They do not like to be left out or even
stand out from the crowd. They pack a ton of empathy for others, rarely putting themselves
first; however they are vulnerable to lose themselves in an effort to blend in and be like
everyone else. They may be susceptible to peer pressure.

World View- That all men and women are created equal.

Self View- That they are down to earth and able to connect with others on a personal level.

Sense of Joy- To feel connected to others and belong in groups; to generally fit in.

Sense of Pain- To be left out or to stick out like a sore thumb; to stand out from the norm.

Strength- Empathy for others, solid virtues, and a realistically common touch in relationships.

Weakness- The potential to blend in so well that they potentially lose themselves and their
sense of individuality.

Products & Brands Targeted to The Everyman:

VISA
Kit Kat
State Farm
Wrangler
Arm & Hammer
IKEA
GAP
MetLife
Planet Fitness
Wal-Mart

Companies that aim to form an impression on the Everyman typically use average
looking models and spokespeople to create the image that anyone should feel comfortable
using their products/services. Testimonials and typical customer lifestyles are a great way to
disarm an Everymans pretenses. This is often called the Jones Effect. Encouraging cus-
tomers to share their experience is also a technique that reaches out to the Everyman.
These products are typically very attainable and come low to moderately priced in an at-
tempt to capture large market share and reinforce the idea that their offerings are for every-
body. Keywords or phrases that coincide with this archetype are the guy/girl next door,
good neighbor, silent majority, equality, and friendship.
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The Champion
The Champion, also known as the hero, is one who readily employs their courage in
an effort to save or improve the world, proving his or her worth. This person sets out their
plans with a very simple goal, to win. They tend to see things in absolute terms: strong or
weak, good or bad. They are always seeking a battle to fight or a way to test their worth and
may even lose sight of their reasons along the way. Highly skillful and determined, they run
the risk of becoming the villain of their own story if they either compromise their principles or
lose sight of whats good for the group in order to win.

World View- That problems and negative situations are really tests to prove ones worth.
Where theres a will, theres a way.

Self View- That they are worthy to compete in any contest and will often come out the victor.

Sense of Joy- The feeling of worthiness and competence; the readiness to respond.

Sense of Pain- The feeling of vulnerability or weakness; the inability to win.

Strength- The courage to act in the moment and perform; the desire to improve themselves
and the world.

Weakness- The risk of becoming arrogant, reckless, or too brash. The need to always com-
pete or battle can create enemies.

Products & Brands Targeted to The Champion:

Nike
Porsche
Playstation
Tag Heuer
BMW
Gillette
Wheaties
Marvel
Duracell
FedEx

Companies that want to sell their products to a Champion must pose themselves as
winners, competent above all competition, and capable to do the unthinkable. Most people
who buy items from this brand increase their esteem as a result of their ownership of this
brands values. People who identify with this archetype look for companies that are typically
at the top of their industry; #1 people want to buy from #1 companies. You may find some
underdogs due to their size but these companies still claim to be the best in their industry
through other metrics.
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The Saint
The Saint, or the caretaker, is the generous helpful spirit of the 12 Archetypes. They
want to help others and manifest compassion and selflessness. They are great for raising
children, nurturing those in need, and building or sustaining structures to sustain life and
health. They abhor selfishness in others as well as themselves, and they live by the motto
love thy neighbor as yourself. They run the risk of becoming martyrs and controlling others
through the infamous guilt trip; they are very willing to sacrifice but there may be times when
they are prone to the compulsive need to smother or take care of others who may not even
need or deserve such treatment.

World View- That the world could be a better place if everyone lent others a helping hand.

Self View- That it is their job to be generous, care for, and protect others.

Sense of Joy- The fulfillment from helping others and the their effect on their lives.

Sense of Pain- To appear selfish to others or not be able to assist those in need.

Strength- Their willingness to do everything they can for others who they feel need help.

Weakness- The risk of their kindness being exploited or sacrificing to the point of martyrdom.

Products & Brands Targeted to The Saint:

Volvo
Amnesty International
Toms
Salvation Army
Gerber
Johnson & Johnson
Kickstarter
Colgate
Pampers
Hooked On Phonics

Saints are associated with altruism more than any other archetype. However, these
individuals are similar to Champions in that they gain esteem when they are able to exhibit
their character. When peoples lives are saved, benefitted, or improved by their actions, they
feel better about themselves and the world. Products and brands that want to gain the trust
of Saints typically herald themselves on being able to save, help, or benefit people in some
way. Mothers who make purchases for their family, philanthropists who want to help humani-
ty, and educators who expand their students mind are all members of this group.
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Soul Archetypes
The part of us that we call the soul is what manifests our desires. What we want to
do, what activities we enjoy, what we want others to do with us, or how we want them to feel
all starts with our soul. Youll see that the four soul archetypes are built on life mottos and
core desires. These mottos and desires are deeply held thoughts and feelings that also
come up in the regular discourse of these individuals. When they carry out their desires, they
experience a true sense of fulfillment and freedom. Companies who aim at the souls of their
target market are able to capitalize on concepts that have a strong hold such that these
brands and products themselves create a sense of fulfillment and freedom.

The Symbols

The Explorer
The Explorer is an ambitious individual who lives for the journey. They gravitate toward
freedom whether its visiting new places or experiencing new things.

The Valentine

Whether its a date with a significant other or shared time with a close friend, The Valentine
has a passion for relationships. They can usually be found paired with loved ones.

The Artist

First the vision, then the creation. The Artist enjoys the process of creating from their imagi-
nation and forming an impression on minds forever.
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The Radical

The Radical is unconventional, at times unpredictable, yet striking with the change they influ-
ence. Their presence is like a lightning bolt to society when revolution is necessary.
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The Explorer
The Explorer is a freedom seeker who would like to journey out and experience new
things, escaping from boredom. They are ambitious types who dont mind the go it alone
life. They may take actions to flee from reality or wander aimlessly through life; they fear
conformity and the feeling of emptiness or being trapped. They may suffer from the inability
to stick to a something they set out to do or become such a perfectionist that they can never
live up to any ideal they set for themselves.

Motto- Dont fence me in

Core Desire- To be free to explore the world and find out who they are.

Sense of Joy- The fulfillment and freedom of experiencing new and better ways of living.

Sense of Pain- Feeling trapped and empty. Conformity is a lifestyle that feels boring and bur-
densome.

Strength- The willingness to venture out and seek new things; ambition.

Weakness- The risk of becoming aimless or a misfit.

Products & Brands Targeted to The Explorer:

Columbia
Jeep
Bounty
Chevy
Marlboro
Timberland
North Face
NASA
Amazon
Land Rover

All of these brands that fit in with The Explorer fulfill a promise of escape, exploration,
and journey. They are also products or brands that one would close to someone who was in
the act of escaping or exploring. Many of their logos, spokespeople, or product lines use
keywords that directly relate to Trailblazers. A brand that wants to target these individuals is
ambitious and creates durable products that last throughout their customers journey.
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The Valentine
The Valentine is a person who enjoys deeply fulfilling relationships with people, envi-
ronments, and their occupation. Many decisions they make are based on the experience, the
feeling, and the intimacy derived from such experiences. They fear being alone, awkward,
unloved, or forgotten so they work hard to make themselves physically and emotionally at-
tractive at all times. They are very passionate and committed to euphoria and bliss, but this
makes them susceptible to addictions of all sorts especially drugs, sex, & relationships,
putting people on a pedestal, and even devastation if they are let down or a relationship
ends.

Motto- Youre the one/Youre the only one for me

Core Desire- To be intimate and experience love in relationships.

Sense of Joy- The bliss of true and fulfilling connections with people, work, & environment.

Sense of Pain- To feel alone, unwanted, or unnoticed; unrequited love.

Strength- Commitment to their physical & emotional attractiveness; appreciation & gratitude.

Weakness- The risk of losing themselves and their identity through attempts to please
others.

The Products & Brands Targeted to The Valentine:

Hgen Dazs
Mot Chandan
Hallmark
Facebook
Kay Jewelers
Whitmans Sampler
Godiva
Romeo + Juliet
Zara

All the brands that gain the loyalty of Valentines create passion and the sense of eu-
phoria with their offerings. These companies align themselves with the love that couples ex-
perience or peoples innate desire to connect to friends, family, and the world around them,
there are many people who enjoy their relationships in intense ways. It should come to no
surprise that these products feature some sort of pseudo-addictive quality that makes people
long out for them. The marketing teams behind these machines have a strong understanding
of a persons need to be liked or loved.
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The Artist
The Artist is the visionary of the personas. They have what it takes to visualize an
idea and bring it to reality for the world to see. They have very developed artistry and skill
that prevents them from not being able to execute a plan or vision. In the quest to create a
world that before them did not yet exist, they work hard to find themselves and their identity
in relation to the universe around them. They fear mediocrity and are often considered to be
perfectionists in this respect. These individuals can become workaholics and those who at-
tach their creative visions and goals to their own self. This can be problematic if they have a
tendency to feel empty or even obsessive, seeking project after project without completely
fulfilling or finishing the previous mission. These are the ones that get called prima-donnas
from time to time.

Motto- If it can be imagined, it can be done

Core Desire- To create things of enduring value.

Sense of Joy- The fulfillment of self expression, establishing their vision, and creating
culture.

Sense of Pain- The discomfort of mediocrity in vision or execution.

Strength- A natural sense of creativity & imagination that is admired by others.

Weakness- A tendency to become too perfectionistic or immersed in ideas that lack quality.

Products & Brands Targeted to The Artist:

Volkswagen
Lego
Canon
Swatch
Adidas
M.A.C.
Swarovsky
Samsung
Trader Joes
Adobe

Artists are very inspirational people due to the fact that their creations inspire many
people and may even last throughout generations. Companies that want to tap into the in-
spiring quality have to create products of enduring quality along with a design that could be
clearly seen as artistic. The people whose desire it is to create art are fulfilled by purchasing
products that increase their own sense of self expression; so design is just as important as
utility. This is a great main target audience since the influence that these people have on
others correlates to the influence that these products will have on others. Brands that cater
to these individuals tend to last for generations and become household names.
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The Radical
Radicals are the rebels who are ever ready to revolt or overturn something that isnt
working. They have oodles of charisma and the ability to captivate audiences with an outra-
geous courage to see things in new ways. Their desire is to inspire or affect change, and in
that, they may put their own safety and others on the back burner for a greater cause. If so-
ciety still upholds an antiquated way of life, Radicals may embody the mindset of a destroy-
er who is always apt to rage against the machine. Sometimes these guys can get
wrapped up in the rebellion to such an extent that they become self-destructive either al-
lowing the machine to destroy them in the fight or taking actions that undermine their hu-
manity. They may have good intentions but commit crimes or justify other negative behav-
iors for the cause. This reflects an existing paradox. Although their true desire or original
goal is to preserve life or their version of a life worth living, they are willing to annihilate the
current way of life or anything standing in the way of that vision.

Motto- Rules are made to be broken

Core Desire- To provoke change in systems, traditions, or ways of thinking.

Sense of Joy- To possess the power to bring or influence change in the world.

Sense of Pain- To have no effect on audiences, systems, or things that need to be over-
turned.

Strength- The freedom of mind and spirit to voice concerns, disrupt, and revolt.

Weakness- To potentially step into dangerous territory with socially unacceptable acts or
crimes.

Products & Brands Targeted to The Radical:

Harley Davidson
MTV
Sprite
Uber
Guess
Diesel
Paypal
Virgin
E-Trade
Apple

Outlaws, activists, gamblers, and reformers are just some of the names youll hear
referring to this archetype of risk taking change seekers. Companies who have garnered the
interest of these individuals engage in some sort of inspiring risk taking strategy themselves,
in effect revolutionizing their industry and changing lives for the future. The CEOs of such
companies may become celebrities for their maverick ways of thinking and tenacious follow-
through. The products that these brands create are significantly tied to this archetype as
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well, for they usually add to the radical and rebellious nature of their customers. Many young
people embody the Radical archetype for understandable reason since every new genera-
tion is the generation of change. This is why companies that align themselves with the
younger generation tend to earn the respect of rebels and their dollars.
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Self Archetypes
Know thyself, the great aphorism attributed to many ancient philosophers and
scholars, is a great simple statement for anyone to begin on the journey to understanding
who they are at the core. With this concept of the self intact, it stands to reason that the
self is the aspect of an individual that existed before the impact of environment, experience,
or expectations. This part of you would show itself to you and others on numerous
occasions. Many people feel that this archetype deals with a persons destiny or future; per-
haps due to the consistent manifestation of the nature of these archetypes. Brands, compa-
nies, or products that want to target the next four archetypes have the task of not only align-
ing themselves with the personality, but have to use subtle marketing strategies to aim at the
part of who we all are at the core, the inner self. They are similar to the Soul types having in-
ner desires and modes to live by, but they do not have to seek fulfillment in these activities;
its who they are regardless. They are also similar to the Ego types in that they carry a sense
of esteem that builds their character from these activities, but they do not need to concern
themselves with the acceptance of their audience or environment. These people are just
who they are; their activities naturally creates the accurate perception, for better or worse.

Symbols

The Jester
Let the good times roll. Where there are good times to be had, The Jester is bound to be
there: parties, nightlife, or the stage. As natural socialites, these guys enjoy the moment.

The Philosopher
The pursuit of knowledge, wisdom, and understanding is a human right that has been
observed for eons. The Philosopher keeps that tradition alive by seeking the answers to
lifes questions.

The Magician
Everybody loves a win-win. The Enchanter spends a lot of time learning the science of na-
ture and human behavior. This makes them a catalyst who can make the seemingly impossi-
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ble happen. Some call it magic.

The Majestic
Every team needs a leader. The Majestic is the clear and evident one to rise to the occasion
with a natural presence that shines bright as diamonds.
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The Jester
Everybody knows the Jester. Theres a funny guy or socialite in every posse; they
see it as their job to make jokes, play around, and keep everything around them jovial.
These individuals may become real comedians but even if not, they are still good for keeping
situations light and fun. They live with a free spirit that wants to enjoy each moment. They
abhor boredom and would never want to be a drag to anyone else. They may be envied by
more serious people to them, a Jester type never takes anything seriously. In reality, its im-
portant for them to just live life and appreciate it for all its paradoxes and inconsistencies.
There is freedom in not needing to pursue the answers to everything by just letting them
be. They are not without vice however; they may be considered fools, too frivolous, or
slackers by many.

Motto- You only live once

Modus Operandi- To live freely and enjoy the moment.

Sense of Joy- To lighten the mood, room, or world through laughter and joy.

Sense of Pain- Any circumstance of boredom or to be an emotional drain to others.

Strength- Their ability to appreciate the moment and make themselves or others feel better.

Weakness- The potential to slip into silliness & frivolity or a tendency to waste time.

Products & Brands Targeted to The Jester:

7up
M&Ms
McDonalds
Bacardi
Mardi Gras
Universal Studios
Comedy Central
Vine
Fanta
Dave & Busters

Part of the job of a company who wants to cater to a Jester is easy, and the other is
very difficult. The first part is to bring joy and laughter, but the hard part is packaging some-
thing that can be universally enjoyable that will be funny, witty, or entertaining. Good times
are an important part of everyones life, they create memories, solidify relationships, and em-
power people to deal with hard times. Companies that can join the wavelength of enjoyment
and laughter give their customers an escape from their current life, an instant vacation. The
association with candy, jokes, and games is strong with people of this archetype as well as
the companies that cater to them.
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The Philosopher
The Philosopher is someone with an appetite to analyze the world and use their intel-
ligence to understand everything they can imagine. They seek the truths that may set them-
selves or the world free, often dedicating their life or part of it to finding enlightenment,
scholastics, or autodidactic pursuits. They are full of wisdom, attained by perception and
their in-depth studies of various concepts and experiences. They do not like to be deceived;
in order to prevent this, they often detach themselves in hopes that they will find the absolute
reality that births all points of view. They may become so detached that they get cold, dog-
matic, heartless, and overly critical. Being too judgmental can eventually bring about alien-
ation from others and even further a holier than thou mentality or reputation.

Motto- The truth will set you free

Modus Operandi- To emphatically ponder and pursue answers to lifes questions.

Sense of Joy- The chance to employ their intelligence and analysis to understand the uni-
verse.

Sense of Pain- The thought of being intellectually blind or ignorant. To be misled or tricked.

Strength- The ability to assimilate information and form conclusions; self-reflection.

Weakness- The possible paralysis of too much thought without action; indecision.

Products & Brands Targeted to The Philosopher:

CNN
NPR
Gallup
Accenture
PBS
Discovery Channel
The New York Times
Siemens
Google
Sherlock Holmes

People trust The Philosopher archetype since these people spend a lot of time an-
swering questions or seeking answers. Companies that want to serve these individuals need
to lend a hand in the pursuit of these answers. Information or consulting companies tend to
provide the most allegiance to The Philosopher in that they also answer questions that many
in the world try to solve. Philosophers appreciate intelligence, deduction, teaching, contem-
plation, wisdom, and scholarship.
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The Magician
The Magician is the one who wants to do what others think is impossible. In person,
they have a transcendental presence that can be both attractive and manipulative. They
spend a lot of time understanding universal laws and metaphysics which helps them turn sit-
uations in their favor and influence people, thereby altering realities. This is not only intimi-
dating to others, it may cause fear; people can be uneasy around those with the ability to in-
fluence the powers of good and evil. They may considered manipulative, dishonest, dis-
connected, and perhaps guru-like to some. Their aura can often fill a room and affect oth-
ers for better or worse. This sense of control can be conscious or unconscious, but their ef-
fect on others is immense regardless.

Motto- I make things happen

Modus Operandi- To understand the fundamental laws of the universe in applicable ways.

Sense of Joy- Manifesting unbelievable events and bringing to life dreamlike experiences.

Sense of Pain- The negative ramifications or consequences of their decisions; to see things
backfire.

Strength- The ability to visualize, believe, and live by it; the ability to find win-wins.

Weakness- The tendency to become manipulative or disingenuous with actions too con-
trived.

Products & Brands Targeted to The Magician:

Axe
Jawbone
Polaroid
Twitter
IPhone/iPod
Smirnoff
Mastercard
Dyson
Toyota
Calgon

The companies that enact the archetype of The Magician are those whose product or
service is considered transformative. This group of people are attracted to anything that will
expand their conscious as well as transform their lives. Products in this group tend to be
user-friendly and new-age or play into the loftier expectations of people. We perceive many
actions to be magic when they involve a catalyst with the charisma to keep our attention
away from whats going on behind the scenes. Inventors and their inventions belong to this
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group as they tend to transform history; companies currently spend a lot on research and
development to find the next iconic creation.
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The Majestic
The Majestic, also known as the ruler, is internally motivated by creating a better so-
ciety and life for those around them and the community at large. They take responsibility and
exhibit leadership to become role models, managers, and even politicians. When they allow
collaboration, they can create environments that celebrate the gifts and perspectives of all
those involved. They can be great parents and leaders of their community, focused on order
and efficiency in organizations and systems. They may become self-righteous, rigid, or con-
trolling through an air of entitlement or elitism which negates their connection to those they
lead. This can make them tyrants or ineffective leaders who value authority by title or less
authentic means.

Motto- Power isnt everything; its the only thing

Modus Operandi- To gain control over any circumstance or situation involving them.

Sense of Joy- To attain prosperity and success for themselves, their family, and community.

Sense of Pain- To not be in control, experience chaos, or lose their authority.

Strength- The ability to galvanize and delegate; the willingness to be held accountable.

Weakness- The impulse to become authoritative or enforce oppressive rules.

Products & Brands Targeted to The Majestic:

IBM
Cartier
Tiffany & Co.
Burger King
American Express
Rolex
Mercedes
Starbucks
The House of Creed
Louis Vuitton

People who are in this group want the best for themselves and for good reason.
Those who find success for themselves through being strong leaders will brand themselves
as the best, and they do this by buying into brands and companies that are at the top of their
industries. Status, prestige, and class are all definitive keywords that speak to the heart of
The Majestic. Many companies also associate with precious metals through emblems that
shine or colors like gold or silver, since its had an association with kings and queens for
ages. Crowns are also found in their symbolism quite often which is an overt reference to the
people they most cater to. Quality, high customer service, and lifetime guarantees typically
come along with these products and brands because just like the people they represent, ac-
countability is a must.
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Implications
Since I introduced the archetypes according to how Carl Jung gave them to us, I want to
emphasize that there are more than one way to group them. I want you to get the most use
out of your branding strategy, so we'll discuss how to maximize your understanding and the
efficiency a new million dollar marketing campaign. Many modern considerations of the 12
archetypes group them into 4 functional categories to encapsulate the similarities in their
impact on the world around them.

All people want to do one of the following:

Provide stability to the world


Artist
Majestic
Saint

Yearn for a better world


Utopian
Philosopher
Trailblazer

Leave a mark on the world


Radical
Magician
Champion

Connect with others


Everyman
Jester
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Valentine

From here, your goal is to make sure your brand follows patterns of similar impact.
Whether the effect is on your industry, the world as a whole, your direct consumers, or the
people in your consumers lives, you must define this impact. Do this by not only choosing
symbolism for brand logos and product design, do it in the way your team thinks about your
company, the way you speak about your business in the media, the decisions you make on
an ongoing basis. The more you work toward having the effect that your customers most
desire for themselves, the more legitimacy and authenticity you give to your product. It also
gives you room to carve out space for your business and brand in what may seem like a
crowded market. Perhaps people who would like to buy what you offer have not had a
chance and are still making their decisions based on whats available.

Lets examine two notable shoe brands for instance. Toms, whos brand statement
one for one claims that for every product that is purchased they will help someone in need.
Their true impact is not on the customer and the fact that they get to wear a pair of
comfortable or affordable shoes, its in their stance towards affecting poverty in the world.
The stability they offer to the world as a whole hits home to people who set this as their
desired impact on the world as well. They may choose to purchase a pair of Toms for more
reasons than just their need for a new pair. Another well known shoe brand, Nike, which is
not only the Greek God of victory but has used the brand statement just do it for decades,
does not claim to provide assistance to impoverished people. They even hire people to
manufacture their sneakers in factories with questionable standards and compensation that
have been dubbed sweatshops. None of that seems to have an impact on the buying
decisions of their millions of customers who for the most part want to leave their mark on the
world. Winners like winners. Not only does Nike dominate their industry, they sponsor many
athletes who hold a high standard for themselves as champions themselves. It is no surprise
that those who compete to win or want to feel like champions are very loyal to the products
Nike offers year after year.

It is up to you to choose the target market and how you want your brand or product to
be presented to the world. There are certain industries that lend themselves well to certain
archetypes and groups, and it is a good idea to observe this as you make that decision. A
news company or search engine typically specializes in information compilation, curation, or
corroboration. In that respect, it is evident that a person looking for knowledge on specific
matters would be the most interested in such a concept. That doesnt mean that everyone
else in the world doesnt have a reason to appreciate access to the best information, but if a
news/info company wanted to get the most response from the masses, theyd solidify a base
constituency in The Philosopher archetype. The legitimacy theyd leverage with that group
will undoubtedly spread to anyone else in earshot of their word of mouth. The effects of
proper branding decisions and target marketing become exponential in the real world where
people whose needs are met love to tell everyone they know.

As you move forward in your business in the marketplace, you will face many
challenges. It is great when you know youve made the best plans and executed a working
strategy. It is not wise to proceed blindly and expect good results consistently. This e-Book
was designed specifically to give you an edge in the world of small to medium sized
businesses who do not have the capital to afford the research that billion dollar companies
/ BUILD BILLION DOLLAR BRANDS / 30

have. That does not mean that you have to suffer. Out of the many challenges that your
company will undoubtedly face, dont let effective branding and target marketing be one of
them. Share this information with your team, your business partners, and colleagues. Make
sure that everyone taps into what has helped companies persuade billions of people across
the planet that their products are superior and desirable. Your business, your products, your
service, and your brand is just as superior, just as desirable, just as dominating.
/ BUILD BILLION DOLLAR BRANDS / 31

Share Your Feedback!


Do you have any stories about how using Build Billion Dollar Brands and the 12
archetypes helped grow your business? We at The Gentleman League would love to hear
them! Let us know by following and sharing on social media and join the discussion on our
website http://thegentlemanleague.com/discussions/. We look forward to hearing from you.

If you are interested in more information about how your company can grow and
dominate the market, please reach out to me directly at
nathaniel@thegentlemanleague.com. I would love to start a business coaching relationship
with anyone who feels that they still have more room to grow and miles to go. Books,
articles, online courses, and more are available through our website and many others in the
world, but there is nothing like a true one-on-one relationship that can give you consistent
feedback and accountability. Your business is unique and the most results come from the
highest touch relationships. I provided this information in e-Book format so it could reach
many more people in the digital world, but I understand that the solutions to your challenges
may be far different from someone elses. So reach out to me! If you let me know you
purchased this e-Book, youll get one hour free on me.

Thank you so much for reading this e-Book. It means a lot to me, and I hope you get a
lot out of it. Go forward with confidence, competence, and common sense. Reach for the
stars!