ARCHETYPES

C l i c k to s k i p to s e c ti o n

CONTENTS

ARCHETYPES
Archetypes explained 2

Archetypal families 8

FOR BRANDING Archetypes unpacked 9

Orange 10

Brown 25

Blue 49

Purple 63

Red 75

Yellow 89

References 105

Contacts 106
B 1
 ARCHETYPES ARCHETYPES
EXPLAINED A R E A N X I E N T PAT T E R N S
Archetypes are the universal
themes that dominate
human consciousness
everywhere on earth:

The lens through which we understand

ourselves and the other people that we
encounter. From the Lover to the Ruler, the
Caregiver and the Sage, archetypes are
hugely important to our sense of identity and
the way that we interpret our motivations,
emotions and behaviour. Any individual is
likely to identify aspects of most if not all of
them, within themselves, at some point in
their life. And as a result they are hugely
important to brands attempting to connect
to audiences on a deeper psychological level.

Archetypes are idealised concepts of

behaviour and personality that resonate
across every culture on earth because they
map closely to particular emotional
needstates. Through our NeedScope
psychological framework for understanding
emotion, TNS is able to reveal the deeper
emotional needs that each archetype
corresponds to—and therefore reveal the
most powerful and effective roles that they
can play for brands.
arche (gr.): old The name means that these ideal figures are in all of us:
There are around 50. The 12, that C.G. Jung has described
typos (gr.): pattern are the most important.
He derived them from the counterparts of human behavior
Thinking, Feeling, and Judging. Even Myers Briggs have
embedded most of this into their personality typology.

2 3
 People have characters, brands should have
characters. Archetypes are all around us.
Characters and symbols that are innately
recognisable hardwired into our
unconsciousness. Intuitively identifiable,
archetypes work as a simple universal
language to convey emotive meaning.
Anchoring a brand‘s personality against
an archetype provides a recognizable
and transferable cornerstone for sharp
and consistent execution and cohesive
brand development.
Independence

ARCHET YPAL
Belonging Mastery
D I S N E Y C H A R AC T E R S
In this book we have organized the archetypes
using the psychological framework which
forms the foundation for the Kantar TNS
NeedScope model.
Stability
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 ARCHETYPES ARCHETYPES
H AV E D I F F E R E N T N AT I O N A L S K E W S AS CONTINUUM

Extroversion,
Experience, Fun

Warmth, Power,
The Archetypes are distributed differently across countries and Receptivity, Assertiveness,
Affiliation Status
cultures and on top of that, expressed different culturally.

it is important to consider the cultural overlay that needs to be applied
to achieve credibility. In France, the country of fine fragrances, fashion,
luxury goods, cheese, wine and best food in the world one needs to
incorporate sensuality in every brand expression. In Germany
physicality, fact and figures are important, whilst in England the
attitude plays a role and in Italy beauty, so it needs to look good!
In Germany, as a technologically advanced country the Sage, but also
the Friend and the regular guy are the most important, but less the
Lover, as perceived too frivolous. In France the Ruler is dominant,
expressing the pride of France, but less the Guardian. In the USA
the Hero is aspirational, as Americans love Heros, but there is hardly
any importance of the Magician or the Sage. American competence is
more expressed through the Expert. In the UK the Ruler has high
importance but also the Jester, being a signature of British humour. In
Italy, the country of beauty the Enchantress is highly represented, what
they share with France and also the Lover are important, in China and
Japan the Everyman is the most important and least the Rebel, in Japan
in addition plays the Expert a strong role. In India we found the
Ruler important as well as the Friend and the Mentor. In Brazil was the
Introversion,
Lover dominant and the Friend and at least the Expert and the Sage. Safety, Control

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 ARCHETYPAL FAMILIES
Each archetypal family has
RED Y E L LOW

ARCHETYPES
characteristic traits. It can
be divided into sub- Daring, bold, individual, energetic; explorative Optimistic, imaginative, playful,
hedonistic, sensual
archetypes that share The Hero The independent/
Individualist The Jester The Free-Spirit

U N PAC K E D
common values but differ The Rebel/Challenger/
Activist The Warrior The Sensual lover/ The Artist
on execution. The Explorer/Adventurer The Outlaw
Hedonist

We suggest an archetypal orientation for

brand management, as it helps to build
the brand character. Not all archetypes
can be found in all categories and aren’t PURPLE ORANGE
equally important across categories.
The Connector is an important figure Powerful, assertive, seeks status/admiration Warm, genuine, affiliative, communicative

in categories like tea and coffee, where The Ambassador The Entrepreneur The Everyman, The Pragmatist, Realist
a brand can indeed take over this role, Regular Guy
The Ruler The Visionery/ The Mentor
but not in the detergent market, Charismatic leader The Best Friend/Helper
The Enchantress
where the Friend would be an important The Connector,
The Achiever
orange figure. Communicator,
Teamplayer

BLUE B R OW N
Thinking, in control, effective, perfectionist Gentle, caring, protecting, thoughtful

The Creator, Innovator The Observer/Researcher The Caregiver/Nurturer The Innocent/Romantic

The Expert/Scientist The Diplomat/Smooth The Guardian The Healer

operator
The Sage/Wise man The Traditionalist The Protector

The Magician The Idealist/Peacemaker

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 ORANGE
EVERYMAN
MOTTO What you see is what you get
They understand that joy can be found in the ordinary
or normal and the appreciation of each moment for its
own sake.
They have a casual approach to life, preferring to be
understated, non threatening and helpful to all.
They present the universal unpretentious experience of
being a member of the human race. They believe that
underneath the trappings of society is a shared core of
humanity, that is grounded, unselfish, friendly.
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GOAL
Equal worth, bring things back to normal.
S T R AT E GY
Develop ordinary solid virtues, be down to
earth and convey the common touch.
TYPICAL BRANDS
Ford, Kelloggs, Kitkat, IKEA, PG Tips, Levi’s,
Android, Lavazza in Italy, The Peanuts
VA R I E N T S O F
ARCHETYPE
The Regular Guy/Girl, Pragmatist,
Realist, Democrat.
ORANGE
PERSONALITY
Unpretentious, authentic, egalitarian,
practical, kind, approachable, dependable
and hard-working.
BELIEFS
Believes everyone matters equally and that
one should do the ‘right thing’.
M O T I VAT O R S
Seeks acceptance. Wants to be useful.
Appreciates the ordinary.
STRENGTHS
Faithful. Supportive. Resourceful. Grounded.
Realism. Lack of pretense. Empathy.
SHADOW
Preoccupation with the basic routines of life.
Ignorance. Losing own self in an effort to
blend in. Fear: Stand out from crowd.
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 ORANGE ORANGE

EVERYMAN

Levis ad The levis brand shows us that an archetype of a brand can change
over time. Whilst Levi’s stood for the rebel in the 60ies /70ies, it can Ikea the wonderful everyday
be considered nowadays as guy/girl next door.

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 ORANGE ORANGE

THE BEST FRIEND

MOTTO Always together
PERSONALITY
Warm, relaxed, sociable, straight-forward,
reliable, genuine, popular.

BELIEFS
Respects the value and worth of each person,
wants to be there when they need them.

M O T I VAT O R S
Emotional benefits of a true bond with
someone else. Fulfilled by shared experiences.

They hold a deep respect for each person’s value and STRENGTHS
Loyalty. Patience. Determination. Practicality.
inherent worth. GOAL Tolerance.
Belong forever and care.
They show it by offering assistance, order, sense of SHADOW
belonging and being a comrade through the ups and S T R AT E GY Loss of sense of self. Dependence on
Bring us together and make you feel special. others. Jealousy. Betrayal. Change averse.
downs in life.
Conflict averse.
TYPICAL BRANDS
They are guided by the emotional benefit of sharing a true VW, Coca Cola, Heinz, KLM, Samsung
bond with another and companion others intellectually,
VA R I E N T S O F
emotionally and spiritually. ARCHETYPE
Soulmate, Ally, Companion, Partner

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 ORANGE

THE BEST FRIEND

Belong: you know who your mates are

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 ORANGE ORANGE

THE CONNECTOR
MOTTO Bringing people together
PERSONALITY
Collaborative, facilitative, inclusive,
empathetic. Brings people together.
Promotes understanding.

BELIEFS
Believes in team work and the power of
standing united. Has a strong sense
of community.

M O T I VAT O R S
Making connections between disparate
groups of individuals creating consensus.

Essentially a facilitator, a natural listener and sensitive mediator, STRENGTHS

they find common ground and guide others finding this place. GOAL Conversational skill. Social flexibility and
intuition. Puts people at ease. Integrity.
Community, harmony, alignment
The Connector navigates social complexity. They intuitively
S T R AT E GY SHADOW
understand people and situations and in this way nurture Manipulative and disingenuous. Prone to
Understanding, empathy,
community spirit and life. mediation
gossip. Executes peer pressure.
Fear: Excluded from group, individuation.
Values continuity, harmony and stability. TYPICAL BRANDS
McDonalds, Facebook, Google, ebay,
Starbucks, Ramazotti, Lassie

VA R I E N T S O F
ARCHETYPE
The Facilitator

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 ORANGE ORANGE

THE CONNECTOR

Coca-Cola® This ad is not only connecting different worlds and therefore takes
over responsibility but also shows highest momentum through the Starbucks®
completely different way of communication.

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 ORANGE ORANGE

THE MENTOR
MOTTO The only way to move forward is to give back

PERSONALITY
Resourceful and committed. Trusted without
reservation. Open. Supportive.

BELIEFS
The mentor is essentially a teacher and trainer who supports Sees the potential in everyone.
not only learning but also character development in order to GOAL
M O T I VAT O R S
prepare others to meet life’s challenges. Share the wisdom for the sake of progress.
Wants to help others achieve their goals /
overcome challenges. Interested in what
Intimacy and trust is required to fulfil this role. You can trust S T R AT E GY
makes people ‘tick’.
Co-creation, support, holistic education.
the Mentor without reservation. They have a great curiosity
TYPICAL BRANDS STRENGTHS
about what makes people tick and an advanced ability to Good listener. Objective. Perceptive.
Wikipedia, Toyota, Palmolive dishwashing
discern between authenticity and insincere behaviour. Ability impart wisdom and guidance
to others. Accountable.
VA R I E N T S O F
Motivated by the desire to be a rising tide that lifts all boats ARCHETYPE
SHADOW
and to share wisdom for the benefit of all. Teacher, Trainer, Advisor, Coach, Helper
Being controlling or prescriptive. Neglecting
self through focus on others. Burning out.
Fear: Missing appreciation.

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 ORANGE ORANGE

THE MENTOR

Fitbit: Find your fit Waitrose: when you own something, you care

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 B R OW N B R OW N

THE CAREGIVER
MOTTO Love your neighbour as yourself
PERSONALITY
Nurturing. Thoughtful. Gentle. Comforting.
Reassuring. Generous. Devoted.

BELIEFS
People should take care of one another.
Community should provide comfort
and confidence.

M O T I VAT O R S
To support the welfare of others. Finds
meaning in improving the lives of others.

STRENGTHS
They want to live in a world, where people take care of Devotion. Compassion. Patience. Empathy.
one another; a world in which the sense of community GOAL Remains calm in a crisis.
Excellent multi-tasker.
provides comfort and confidence, without abandonment To protect and care for others.

and aloneness. SHADOW

They try to help others with compassion and generosity.
S T R AT E GY
Self-sacrificing. Inability to say ‘no’.
Giving selflessly, standing up to others on
behalf of those in need.
Fear of instability. Martyrdom, being exploited.
Fear of ingratitude.

TYPICAL BRANDS
Tom’s shoes, Dove, Johnson & Johnson,
Andrex, Whiskas, Nivea (crème), VW,
Mahadma Ghandi

VA R I E N T S O F
ARCHETYPE
Healer, Samaritan

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 B R OW N B R OW N

THE CAREGIVER

Nivea Crème TOMS Whiskas Rowse Skoda

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 B R OW N B R OW N

THE GUARDIAN
MOTTO Place your trust in me

PERSONALITY
Devoted to championing the needs of others.
Loyal. Defends against the ‘baddies’.

They safeguard the collective, they are a steward of BELIEFS

Committed to defending the greater good.
the family or community and protect the humanity GOAL Respectful of boundaries. Promotes
on the planet. Empower others who cannot gain accountability.
power themselves.

They are a multifaceted manager, offering safety, M O T I VAT O R S

S T R AT E GY
respecting privacy and promoting accountability and Devotion, loyalty, spirituality.
liability to protecting others from harm.
TYPICAL BRANDS
Volvo, Dettol, Brand Aid, UNICEF,
Offering safety, respecting privacy, promoting liability Budweiser, Nivea Sun, Becel, Oskar Schindler
and protecting others from harm.
VA R I E N T S O F
ARCHETYPE
Protector, Knight
The safety, protection and support of others.
Enables ‘safe’ risk taking.
STRENGTHS
Chivalrous. Disciplined. Compassion.
Committed, faithful and responsible. A good
communicator.
SHADOW
Being overbearing. Abuse of power.
Martyrdom. Being exploited.

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 B R OW N B R OW N

THE GUARDIAN

Google Chrome: Dear Sophie Budweiser P&G

Some people say, the ad idea does not fit to the brand. We’d say:
not yet. It needs a longer breath to change a brand image.

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 B R OW N B R OW N

THE TRADITIONALIST
MOTTO Those were the good old days
PERSONALITY
Someone whose sense of self is defined by
the preservation of traditions.

BELIEFS
Values continuity and heritage. The
good/precious should be preserved for
future generations.

M O T I VAT O R S
To restore the world through a return to old
fashioned values. Reliving good memories.

They believe in the past, rather than in the present or future.

STRENGTHS
GOAL Grounded. Strong sense of morality. Strong
What they do is grounded in heritage. They are loyal and Continuity, stability. sense of routine. Loyalty.
maintain faith in simple values and virtues.
S T R AT E GY SHADOW
Their self confidence is based on deep understanding of Preservation. Righteous. Resistant to change. Can’t see
the good in progress. Fear: innovations
where they come from and who they are.
TYPICAL BRANDS challenging the status quo.
Khiehl’s, Bonne Maman, Patek Philippe,
Guinness, Hellmann’s, Land Rover,
Burberry, 4711 Eau de Cologne,
Securitas Direct, Vienna

VA R I E N T S O F
ARCHETYPE
Nostalgic

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 B R OW N B R OW N

THE TRADITIONALIST

Cheerios Philip Patek One of the best examples of premium brown and one of the best
examples of showing the traditionalist without being dusty.

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 B R OW N B R OW N

THE IDEALIST
MOTTO Dedicated to the truth, beauty and goodness

PERSONALITY
Politically correct, takes the moral high
ground. Authentic, positive, principled.

BELIEFS
Belief in positive change, placing high value in
social justice, compassion, spiritual growth.

M O T I VAT O R S
He focuses on the way life could be rather
than accepting how it is.

They believe in the ideal of a better reality, inspired by the STRENGTHS

prospect of the true communion and equality. GOAL
Strong work ethic. Fair. Co-operative.
Altruistic.Self-confident. Good listener.
Get to paradise in happiness, create
Accountable.
This makes them an enthusiastic catalyst of change. the perfect world.

SHADOW
They focus on the way life could be rather than accepting S T R AT E GY
Righteous. Doesn’t see the problems.
Do things right upon conviction with
what it is. Idealistic! Naive Conflict avoidance.
positive thinking.
Frustration. Fear: failing.

TYPICAL BRANDS
Body Shop, Fairtrade Foundation, Chipotle,
Nelson Mandela

VA R I E N T S O F
ARCHETYPE
Utopian

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 B R OW N B R OW N

THE IDEALIST

Chipotle: back to the start The Body Shop The Body Shop Thai Life Insurance
10 years ago, such an ad would have hardly been understood,
created and expressed the way it does it. We appreciate again the
responsibility that Chipotle as a brand takes over and how it fights
against mass animal husbandry in a “brown” way.

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 B R OW N B R OW N

THE INNOCENT
MOTTO Free to be, you and me

They see the potential, sacred beauty in everything.
GOAL
They want to help, protect, support others and their All mankind will be good.
innocence makes others want to help them.
S T R AT E GY
Interactions are clean, pure, honest, without cynicism Trust and optimism.
or hidden agenda.
TYPICAL BRANDS
Innocent, Milka, Forest Gump
They are eternal optimists.
VA R I E N T S O F
They embody a sense of oneness and renewal, ARCHETYPE
representing inner peace and acceptance. Maiden, Child
PERSONALITY
Pure, virtuous and kind. Simple, honest and
trusting. Optimistic. Eternally youthful.
BELIEFS
Believes in the goodness and honesty
of humanity.
M O T I VAT O R S
Pure optimism. Finds joy in simple pleasures.
STRENGTHS
Purity. Honesty. Wholesome. No
hidden agenda. Helps people find peace
and harmony.
SHADOW
Naïveté. Ignorance. Fear of
punishment. Vulnerable to influence.
Needy, clingy, insecure.

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THE INNOCENT

Dorset John Lewis

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 B R OW N B R OW N

THE ROMANTIC
MOTTO Dream until your dreams come true

PERSONALITY
Wistful, a dreamer. Glass is always half full.
Charming, captivating. Not always in the here
and now.
They believe in the quality of shared love experience
and have an overarching optimistic life view. BELIEFS
GOAL
Love is the solution to all problems.
We all love each other and we will be happy
Love conquers all.
Being with their loved ones and those they connect until the end of our lives.

with is their target. M O T I VAT O R S

S T R AT E GY
Falling ‘in love’. Sense of oneness and
Positive thinking, mysticism, superstition.
They rely completely on emotions in connections. completeness symbiosis.

TYPICAL BRANDS
A person good to be with, captivating, charismatic, STRENGTHS
Timotei, Estee Lauder Beautiful,
Charm. Charisma. Optimism.
and sociable, radiating incandescence. Anais Anais, Singapore airlines,
Elvis Presley (in the ghetto)
SHADOW
Delusion—rose tinted glasses. Lack of
VA R I E N T S O F
structure and purpose. Needy,
ARCHETYPE clingy, vulnerable.
Dreamer, Princess

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 B R OW N B R OW N

THE ROMANTIC

Wrigleys Extra Comfort Naturals Calvin Klein Eternity Samsung

In this case the spot shows all elements perfectly, reflecting the
archetype: long term relationship, intimacy, love, devotion, subtle
humour with a twinkle in the eye. The question however is if the
archetype is an ideal choice for the category and the brand with
its name “extra.”

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 BLUE BLUE

T H E C R E ATO R
MOTTO Necessity is the mother of all invention

PERSONALITY
Original. Dedicated and achievement oriented.
Acts on the need for innovation,
invention and re-invention.

They have a passionate need for self-expression, and to be a BELIEFS

Creating something of value through
cultural pioneer. GOAL the creative process.
Realize a vision.
They believe in the creative process, they quest for immortality M O T I VAT O R S
through creative work. S T R AT E GY Immortality through creative work.
Develop artistic control and skill. Constantly acquiring new skills.

They are imaginative, with an advanced sense of aesthetics.

TYPICAL BRANDS
Lego, lurpak, Lindt, Honda, Hägn Dasz
Due to their desire to create, they constantly develop new
skills. VA R I E N T S O F
ARCHETYPE
They act upon the necessity for innovation, invention Craftman/woman, Visionery, Strategist
and reinterpretation.
STRENGTHS
Creative. Master of their craft. Genuine.
Imaginative. Developed sense of the aesthetic.
SHADOW
Sometimes seen as elitist or eccentric.
Fragile self-confidence. Fear of mediocrity
and judgment.

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 BLUE BLUE

T H E C R E ATO R

Lindt Mercedes: The best or nothing

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 BLUE BLUE

THE EXPERT
MOTTO Persuit of excellence, the best or nothing
PERSONALITY
Best in class. Focused. Meticulous and
discerning. Capable and competent.
Solution oriented.

BELIEFS
Efficiency and effectiveness should not be
compromised. Start from the mind.
Understand before act.

M O T I VAT O R S
Thrives on overcoming challenges and in
taking care of the detail.

They are curious and look for solutions and have a knack STRENGTHS
for fixing things and solving problems. GOAL Logic. Focus. Curiosity. High intellect. Orderly.
Honest. Strategic. Sensible. Reliable.
Excellence in theory and execution.
Practical. Grounded.
They are delivery oriented and believe in effectiveness and
efficiency. System specialists, that are process oriented, S T R AT E GY
Intelligence, analysis, process-perfection.
SHADOW
internally motivated and act behind the scenes. Not intuitive - too ‘black & white’. Misses the
forest for the trees.
TYPICAL BRANDS
They can convert creative energy into practical expression Omega, Audi, Bang & Olufsen, Canon,
and are perfectionists. Dyson, Lancome, Lufthansa, Jura, Mozart,
Walt Disney, Lego

VA R I E N T S O F
ARCHETYPE
Engineer, Scientist, Professional

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 BLUE BLUE

THE EXPERT

Canon Lindt Audi Toshiba

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 BLUE BLUE

THE SAGE
MOTTO Wisdom is a granted gift

PERSONALITY
Smart and intellectual. A logical thinker.
Analytical. Intuitive. A life-long learner.

They possess both great wisdom as well as compassion and

BELIEFS
mercy. A combination of objective analysis and intuition GOAL Truth is the ultimate goal. Thinking defines
the experience of being human.
with the capacity to weigh many factors. Spiritualisation

S T R AT E GY M O T I VAT O R S
They believe that thinking defines the human experience
Trifecta of mind, body and soul, Cognitive fulfilment and the need to know.
and that truth is the ultimate goal. holistic consideration Satisfaction of curiosity.

Motivated by independence, cognitive fulfilment and a TYPICAL BRANDS STRENGTHS

serious need to know, the Sage processes great knowledge
gained from deep experience. They usually achieve a
level of ‘otherworldliness’.
BBC, Clinique, TripAdvisor, Boss,
Albert Einstein, Charles Darwin, Moses,
Socrates, Confuzius, Homer, Immanuel Kant
VA R I E N T S O F
ARCHETYPE
Wise Man/woman, Purist, Shaman, Detective
Wisdom and intelligence. Clarity of thought.
Integrative. Objective. Prudent and diligent.
SHADOW
Fear of being duped or ignorant. Dogmatism.
Lack of action. Disconnected from reality.

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 BLUE BLUE

THE SAGE

British Airways Purina Under Armour

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 BLUE BLUE

THE MAGICIAN
MOTTO There is mystery around us
PERSONALITY
Both clever and intuitive. Gifted and
charismatic. Displays amazing skill or ‘magic’.

BELIEFS
All answers can be accessed from inner truths.

M O T I VAT O R S
Driven to understand the laws of the universe
in order to make dreams a reality.

STRENGTHS
Catalyst to transform. Knows how the world
works. Power to make a vision happen.
Using ritual and forces they turn ideas into reality. Win-win strategy
They accomplish magic from inside out and thereby
GOAL SHADOW
achieve results outside the ordinary rules. Understand the fundamental laws of the Temptation to put power and skill to
universe and transform the world into wrong use. Manipulation.
They have a highly evolved perspective and an ability to her better self.
view the world through many different lenses.
S T R AT E GY
Develop a vision and live by it.
As knowers of secrets they move effortlessly between an
inner and outer world, innately understanding stars, souls, TYPICAL BRANDS
the dynamics of the world. Grey Goose Vodka, Jaguar, Chanel N. 5,
Bill Gates , Merlin, Steve Jobs,
Hildegard von Bingen

VA R I E N T S O F
ARCHETYPE
Wizard, Alchimist
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THE MAGICIAN

Audi Under Armour

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 PURPLE PURPLE

THE AMBASSADOR
MOTTO Diplomacy is the velvet glove that cloaks
the fist of power

PERSONALITY
Smooth operator, communicator and
strategist. Quick thinking. In control. Tolerant.
Motivated by the desire to bring people together, to see
BELIEFS
disputes resolved, the ambassador navigates organizational GOAL His skills of diplomacy can align interests and
complexity, reads people and situations and Life long commitment and resolving disputes. agendas in every situation.

promotes diplomacy.
S T R AT E GY M O T I VAT O R S
Respect all arguments, empathize with those Recognition as diplomat. The challenge of
They are a public relation expert, trained listener to support. finding a mutually agreeable outcome.
and sensitive mediator.
TYPICAL BRANDS STRENGTHS
With their confident manner of charm, tolerance, persuasion, Reuters, Montblanc, Chivas Regal, Aston Patience and diplomacy. Mediation. Reading
Martin, Mont Blanc, Ferrero Rocher, people and situations. Strategic. Tactical.
patience and good judgement they are strategic and identify Nespresso, Ban Ki-Moon
common ground and guide others towards that place. SHADOW
VA R I E N T S O F Misuse of influence. Indiscretion.
ARCHETYPE Has to be involved in everything.
Diplomat, Strategist Problems with delegation.

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 PURPLE PURPLE

THE AMBASSADOR

Nespresso Reuters

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 PURPLE PURPLE

THE RULER
MOTTO Power isn’t everything, it is the only thing
PERSONALITY
Powerful, confident. Inspirational and
admired. Demanding, in control, with
a great ability.

BELIEFS
There is power in the collective that can be
achieved through cooperation.

M O T I VAT O R S
Wants to lead, create structure and
organisation to further / grow the ‘kingdom’.

STRENGTHS
The Ruler represents power and control and is Influential. Confidence and leadership ability.
motivated to lead. GOAL Big picture perspective. Politically savvy.

Create a prosperous society,

Able to successfully drive a vision despite challenging community, family. SHADOW
Arrogance. Feeling of entitlement.
circumstances within constantly changing contexts, the Controlling. Avoids / misses the details. Fear
S T R AT E GY
Ruler calls on individuals and society to step up and Take over responsibility, exercise power.
of chaos. Authoritative.

take responsibility for the world. He sets standards for

TYPICAL BRANDS
others to follow.
Mercedes Benz, American Express,
IBM, Rolex, Emirates, Ferrero Rocher,
Johnny Walker, Moscow,
Mufasa (the lion king)

VA R I E N T S O F
ARCHETYPE
Souverain, Leader, King

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 PURPLE PURPLE

THE RULER

Danier Leather Johnnie Walker Jaguar

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 PURPLE PURPLE

THE ENCHANTR E S S
MOTTO Luxury is my only passion
PERSONALITY
Mysterious, alluring and magnetic.
Admired. Glamorous. Hedonistic.
Knows what they want.

BELIEFS
Pleasure is part of being human. Live
for the moment.

M O T I VAT O R S
Appetite for optimized pleasure.

The enchantress is a seductress, fascinating, glamourous, STRENGTHS

Passionate. Spirited. Powerful. Ability to
with star quality allure. GOAL influence and beguile.
Create supremacy, status and luxury for high
The best is hardly good enough for her. level of self-indulgence. SHADOW
Her pleasure is luxury. Obsession. Promiscuity. Jealousy. Game
S T R AT E GY playing. Self-indulgence. Selfishness.
Self discipline and choiceful living.
She expects attention, being in the spotlight. Her
goal is to embody excellence. Her mission is TYPICAL BRANDS
supremacy and admiration. Godiva, Obsession, J’adore, L’oreal,
Magnum, Paris

VA R I E N T S O F
ARCHETYPE
Seductress

73 74
 PURPLE PURPLE

THE ENCHANTR E S S

Fever tree Jaguar J‘adore Dior J‘adore Dior

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 RED RED

THE HERO
MOTTO Where there‘s a will, there is a way

PERSONALITY
Brave and courageous. Overcomes great
odds. Extraordinary strength and stamina.
Sense of duty.

The hero acts to redeem society by overcoming great odds in BELIEFS

service to successfully achieve extraordinary acts of strength,
GOAL
courage and goodness. Self realization and world transformation
through courageous acts and mastery.
The essence lies in the sacrifice required and the price paid to
achieve their goal. S T R AT E GY
Exert power, competence and challenge the
Pure strength, tenacity and confidence can
overcome any injustice.
M O T I VAT O R S
Overcoming a challenge. The conquest itself.
Putting an end to injustice.

The hero resonates almost with every human being, reflecting status quo. STRENGTHS
Conviction, self-sacrifice, courage,
a universal story from of the path from the ego to the self to TYPICAL BRANDS strength and stamina. Strong sense of
a new identity. Nike, Fedex, Dodge, Alfa Romeo, Porsche, ethics and loyalty.
Martin Luther King, Herkules,
Simba (the lion king), Harry Potter SHADOW
Arrogance. Misuse of power / strength.
VA R I E N T S O F Aggression. Intimidation. Impatience.
ARCHETYPE
Warrior, Crusader, Rescuer, Liberator, Athlete
77 78
 RED RED

THE HERO

Under Armour Nissan Paco Rabanne

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 RED RED

THE REBEL
MOTTO Rules are made to be broken
PERSONALITY
A force to be reckoned with. Liberated,
revolutionary, rebellious and subversive. A rule
breaker. Game changer.

BELIEFS
Its OK to challenge the status quo. Forgiveness
is easier to ask for than permission.

M O T I VAT O R S
A need to bring issues to the forefront.

The rebel is inspired by the need to bring issues to the forefront. STRENGTHS
Fresh perspective. Catalyst for change.

The archetype is a key to social change, acting as a harbinger of G O A L

fresh perspective, new outlooks, aspirational
change and awakening.
Overturn what isn‘t working.
S T R AT E GY
Revolution, disruption, shock, revenge.
Leadership. Bravery. Independence. Originality.
SHADOW
Negativity can lead to hate and anger.
Lawlessness/criminality. Fanaticism. Crime.

With bold leadership, courage and power, the rebel helps to

TYPICAL BRANDS
dispel others‘ fear of victimization. He is subversive and Absolute Vodka, Harley Davidson, Diesel,
irreverent with his disrespect to rules. Uber, Virgin, Greenpeace, Chrysler,
Roberto Cavalli, Berlin, The Rolling Stones,
Madonna, Lenin, Che Guevara, Muhamad Ali,
James Dean

VA R I E N T S O F
ARCHETYPE
Outlaw, Maverick, Lone Wolf, Activist

81 82
 RED RED

THE REBEL

Eau Savage Dior Rimmel

83 84
 RED RED

THE EXPLORER
MOTTO Don‘t fence me in
PERSONALITY
Adventurous and spirited. A risk taker.
A pioneer and boundary pusher.
Adrenaline junky.

BELIEFS
Experiences build perspective. Boredom /
entrapment is the enemy.

M O T I VAT O R S
Freedom from establishment but not to
challenge it. Thrives on the pushing the
limits, defining the path.
The explorer is motivated by a powerful craving for new
experiences and will do anything to avoid boredom and GOAL STRENGTHS
entrapment. Experience a better, more fulfilling, Fearless and daring. Focus on the goal.
independent life. Independent and self-sufficient. Innovative
and ambitious.
Innovative and ambitious , he seeks different perspectives and
S T R AT E GY
expanded horizons, pushing boundaries. He delights in The journey is the goal, trial and SHADOW
unexpected discoveries, embracing a ‘no limit’ philosophy. seeking new things. Addiction. Inability to conform to ‘daily
routine’. Alienation. Self-indulgence. Aimless

Highly individualistic, he embraces a ‘live and let live’ attitude. TYPICAL BRANDS wandering.
Marlboro, Jeep, Contiki, Axe, Mini,
Ahead of the mainstream, he is generally a future shaper, Lavazza outside Italy, Siegmund Freud,
strives to be authentic and true to himself. Karl Marx

VA R I E N T S O F
ARCHETYPE
Thrill seeker, Adventurer, Pioneer

85 86
 RED RED

THE EXPLORER

Cliff Bar Mastercard Absolut Roberto Cavalli

87 88
 Y E L LOW Y E L LOW

THE FREE SPIRIT

MOTTO You only live once

PERSONALITY
Optimistic, can be a believer in the
improbable. Carefree, spontaneous,
impulsive, not conformist.

BELIEFS
There is potential and possibility
everywhere.

M O T I VAT O R S
Inspiring others. Freedom – don’t want to
be tied down / boxed in.
For them, freedom is the highest good.
GOAL STRENGTHS
They entertain through improvisation and never let themselves Live in the here and now. Contagious. Ability to inspire and fuel
be categorized. creativity. Brings energy, see possibility
S T R AT E GY others don’t see.

They shape trends and lead developments with their creative Experimentation, experience, trial after trial.
SHADOW
minds, to become global players. TYPICAL BRANDS Unfocused energy. Easy to influence.
Ben & Jerry’s, Impulse, Madly Kenzo,
Havaianas, VW Beetle, Malibu, Red Bull,
Marc Jacobs Daisy, Sprite

VA R I A N T S O F
ARCHETYPE
Eternal optimist, Muse

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 Y E L LOW Y E L LOW

THE FREE SPIRIT

MINI Havaianas

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 Y E L LOW
THE SENSUAL LOVER
MOTTO In love with belly tingle
They are motivated to attract, give, receive and nurture
life-affirming, intimate love.
GOAL
In relationship with intimacy, hedonism.
Often experience self-esteem issues, that they overcome by
seeking love, attention and asserting their sexuality. S T R AT E GY
Physical and emotional attractiveness.
At their heart is a desire for intimacy, but with an inherent
vulnerability resulting into issues of trust and integrity. TYPICAL BRANDS
Diet Coke, Victorias Secret, Kenzo, Venus,
Dolce & Gabbana, Senseo, Rio de Janeiro,
Marilyn Monroe, young Brigitte Bardot,
Romeo & Juliet, Eros
VA R I A N T S O F
ARCHETYPE
Playboy, Flirt
93
Y E L LOW
PERSONALITY
Vibrant, seeks appreciation. Experiential.
Heightened sensoriality, sensuality.
BELIEFS
Love is the highest experience the earth has to
offer.
M O T I VAT O R S
Joy and delight in the sensory and sensual
experience. Feeling loved and special.
STRENGTHS
Perceptive and sensitive. Passionate and
devoted. Vitality. Fosters bliss and unity.
SHADOW
Promiscuity. Jealousy. Game player. Fear of
being alone. Unpredictable, sometimes
untrustworthy.
94
 Y E L LOW Y E L LOW

THE SENSUAL LOVER

GUCCI Venus Kenzo

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 Y E L LOW
THE ARTIST
MOTTO Beauty is in the eye of the beholder
They turn the ordinary into the extraordinary, shaping
the passion of expression. GOAL
Personal liberty and satisfaction
They see beauty everywhere and they want to playfully
explore it. S T R AT E GY
Experience through senses
They revel in hidden layers of meaning and support
TYPICAL BRANDS
realizations that there is more in life than we see. Disney, Apple, Citroen Picasso, Renault
Twingo, Viktor & Rolf, Toys R Us,
Dolce & Gabbana, Barbra Streisand
VA R I A N T S O F
ARCHETYPE
Painter, Musician, Entertainer, Troubadour,
Poet, Expressionist, Imaginer
97
Y E L LOW
PERSONALITY
Passionate, expressive, imaginative.
Expresses soul insights symbolically.
A student of humanity.
BELIEFS
There is beauty in everything.
M O T I VAT O R S
Creating impact, attracting attention, igniting
insight and eliciting reaction/emotion.
STRENGTHS
Adaptable, observant and intuitive.
Provides relief from daily life. Energetic.
Creative, inspirational.
SHADOW
Temptation to exaggerate. Need for
attention. Overly emotional.
98
 Y E L LOW

THE ARTIST

Apple

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 Y E L LOW Y E L LOW

THE JESTER
MOTTO Don‘t worry be happy

PERSONALITY
Playful, humorous. Embraces surprise and
enjoy the moment. Original and irreverent.

BELIEFS
Life is a playground.

M O T I VAT O R S
Providing fun. Provocation without
offence. Revels in others appreciation of
their humour.

They are able to offend without offending and turn things on
their head. In this way, they can speak truth to those in power
and authority.
GOAL
Lighten up, have a great time, full enjoyment,
truth telling without embarrassment.
STRENGTHS
Making others laugh. Use of parody,
comedy and intellect to infiltrate multiple
layers of society.

Living in the moment they seek to lighten up the world, play, SHADOW
S T R AT E GY
make jokes and be funny. Provocation, joking, entertain.
A time waster. Scatterbrain. Danger of not
being taken seriously. Loud, garish.
They represent crazy wisdom, childlike cleverness. TYPICAL BRANDS
Exaggeration.

M&Ms, SMART, Pepsi Max, Old Spice, Skittles,

They awaken the possibility that others can move beyond Stardust, Cadbury’s Marvelous Creations,
Spee, Alessi, Toilet duck, Daz, Charly Chaplin,
norms and conventions.
Jim Carrey

VA R I A N T S O F
ARCHETYPE
Clown, Fool

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 Y E L LOW Y E L LOW

THE JESTER

Pepsi Smart Car

102 103
 REFERENCES
Archetypes & Brands

Mats Persson, 2007 the Core Company

Archetypes in Branding

Margaret Hartwell & Joshua Chen,

2012 How Books

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 ARCHETYPES
EXPLAINED

TNS Contact:
Irene Hubertz
Global Director Brand Strategy
irene.hubertz@tnsglobal.com

Lindsay Gorton Lee

NeedScope Director UK
Lindsay.Gorton-Lee@tnsglobal.com