Jungian Archetypes

Change HERO EXPLORER SAGE Self-discovery MAGICIAN REBEL JESTER Group-belonging

INNOCENT
CREATOR RULER

LOVER
EVERYMAN CAREGIVER Order

Summary of archetypes
Motivation: stability and control = Archetypes: Creator (craft something new), Caregiver (care for others), Ruler (exert control) Motivation: belonging and enjoyment = Archetypes: Jester (have fun), Everyman (be fine with self), Lover (find/give love) Motivation: risk and mastery = Archetypes: Hero (act courageously), Rebel (break the rules), Magician (affect transformation) Motivation: independence and fulfilment = Archetypes: Innocent (retain/renew faith), Explorer (maintain independence), Sage (understand the world)

Magician
Motto: Core desire: Goal: Greatest fear: Strategy: Weakness: Talent: I make things happen understanding the fundamental laws of the universe to make dreams come true unintended negative consequences develop a vision and live by it becoming manipulative finding win-win solutions

MAGICIAN BRANDS MAY be transformative have a new-age quality be consciousness-expanding be user-friendly have spiritual connotations be a very new, contemporary product be medium- to high-priced

Outlaw
Motto: Core desire: Goal: Greatest fear: Strategy: Weakness: Talent: rules are made to be broken revenge or revolution to overturn what isn't working to be powerless or ineffectual disrupt, destroy, or shock crossing over to the dark side, crime outrageousness, radical freedom

REBEL BRANDS MAY have customers or employees who feel disenfranchised from society help retain values that are threatened by emerging ones or pave the way for revolutionary new attitudes be low to moderately priced break with industry conventions

Jester
Motto: Core desire: Goal: Greatest fear: Strategy: Weakness: Talent: you only live once to live in the moment with full enjoyment to have a great time and lighten up the world being bored or boring others play, make jokes, be funny frivolity, wasting time joy

JESTER BRANDS MAY give people a sense of belonging help people have a good time be low or moderately priced be produced by a fun-loving company want to be differentiated from self-important, overconfident established brands

Lover
Motto: Core desire: Goal: Greatest fear: Strategy: Weakness: Talent: you're the only one attain intimacy & experience sensual pleasure being in a relationship with people / work / surroundings they love being alone, a wallflower, unwanted, unloved to become more and more attractive physically and emotionally and in every other way doing anything & everything to attract & please others losing identity passion, gratitude, appreciation, and commitment

LOVER BRANDS MAY Focus on the senses and create a multi-sensorial experience for consumers Help people belong, find friends and partners Represent all that is dreamy and glamourous about life Idealists and dreamers for a better world Promise beauty and sexual appeal

Everyman
Motto: Core Desire: Goal: Greatest fear: Strategy: Weakness: Talent: all men and women are created equal connecting with others to belong to be left out or to stand out from the crowd develop ordinary solid virtues, be down to earth / common touch losing one's own self in an effort to blend in realism, empathy, lack of pretence

EVERYMAN BRANDS MAY give people a sense of belonging have a day-to-day functionality have low to moderate price points be produced by a solid company with a simple / homely organisational culture need to be differentiated in a positive way from more elitist / higher-priced brands

Caregiver
Motto: Core desire: Goal: Greatest fear: Strategy: Weakness: Talent: Love your neighbour as yourself To protect and care for others To help others Selfishness and ingratitude Doing things for others Martyrdom and being exploited Compassion, generosity

CAREGIVER BRANDS MAY support families or be associated with nurturing serve the public sector, e.g. health / social care, education, aid programmes help people stay connected with and care about others help people care for themselves be a non-profit or charitable cause

Ruler
Motto: Core desire: Goal: Strategy: Greatest fear: Weakness: Talent: power isn't everything, it's the only thing control create a prosperous, successful family or community exercise power chaos, being overthrown being authoritarian, unable to delegate responsibility, leadership

RULER BRANDS MAY be a high-status product used by powerful people to enhance their power make people more organised offer a lifetime guarantee empower people to maintain / enhance their grip on power have a regulatory or protective function be moderately to high priced want to differentiate themselves from more populist / leading brands

Creator
Motto: Core desire: Goal: Greatest fear: Strategy: Task: Weakness: Talent: if you can imagine it, it can be done to create things of enduring value to realise a vision mediocre vision or execution develop artistic control and skill to create culture, express own vision perfectionism, bad solutions creativity and imagination

CREATOR BRANDS MAY promote self-expression, provide choices and options, help foster innovation be in a creative field like marketing, PR, the arts, or technology want to differentiate themselves from an unimaginative / "do-it-all" brand have a do-it-yourself aspect that saves money have customers with the time to be creative have a creative organisational culture

Innocent
Motto: Core desire: Goal: Greatest fear: Strategy: Weakness: Talent: free to be you and me to get to paradise to be happy to be punished for doing something bad or wrong to do things right boring for all their naive innocence faith and optimism

INNOCENT BRANDS MAY offer a simple solution to an identifiable problem be associated with goodness, morality, simplicity, nostalgia or childhood be low or moderately priced be produced by a company with straightforward values want to be differentiated from brands with poor reputations

Sage
Motto: Core desire: Goal: Biggest fear: Strategy: Weakness: Talent: the truth will set you free to find the truth to use intelligence and analysis to understand the world being duped, misled or ignorance seeking out information and knowledge; understanding processes can study details forever and never act wisdom, intelligence

SAGE BRANDS MAY provide expertise or information to customers encourage customers to think be based on new scientific findings or esoteric knowledge be supported by research-based facts want to differentiate themselves from those whose quality / performance is suspect

Explorer
Motto: Core desire: Goal: Biggest fear: Strategy: Weakness: Talent: don't fence me in the freedom to find out who you are by exploring the world to experience a better, more authentic, more fulfilling life getting trapped, conformity, and inner emptiness go on a journey, experience new things, escape from boredom aimless wandering, becoming a misfit autonomy, ambition, being true to one's soul

EXPLORER BRANDS MAY help people feel free, nonconformist or pioneering be rugged and sturdy or for use in the great outdoors or in dangerous settings be purchased from a catalog or on the Internet help people express their individuality be purchased for consumption on the go want to differentiate themselves from a successful Everyman or conformist brand have an explorer culture that creates new and exciting products or experiences

Hero
Motto: Core desire: Goal: Greatest fear: Strategy: Weakness: Talent: where there's a will, there's a way to prove one's worth through courageous acts expert mastery in a way that improves the world weakness, vulnerability, being a "chicken" to be as strong and competent as possible arrogance, always needing another battle to fight competence and courage

HERO BRANDS MAY be inventions or innovations that will have a major impact on the world help people be all they can be solve a major social problem or encourage others to do so have a clear opponent they want to beat be underdogs or challenger brands be strong and help people do tough jobs exceptionally well need to be differentiated from competitors that have problems following through have customers who see themselves as good, upstanding citizens

Dont take it too far

Archetype Innocent Caregiver Ruler Jester Regular guy/gal Lover Hero Outlaw Magician Creator Explorer Sage Virtue Faith Compassion Responsibility Fun Equality Love Courage Revolution Transformation Innovation Authenticity Wisdom Vice Denial Martyrdom Dictatorship Cruel humour Lynch mob Promiscuity Arrogance Destructiveness Manipulation Mad Scientist Self-indulgence Dogmatism