Brand examples martini or l'oreal archetypes oriented to change the jester attitude it is an archetype embodied by fresh and humorous brands that display a fun and carefree attitude. Objective to have fun and have a good time. Biggest fear being boring. Message “you only live once so enjoy the moment to the fullest” attributes they convey humor optimism joy irreverence cheekiness fun and creativity. Strategy your communication is fun with an irreverent tone at times. They appeal to spontaneity and to always see the kind and positive side of things. Predominant colors intense blue orange yellow and red . Brand examples fanta or oreo.
The rebel attitude they are rebellious brands that try to break the rules of everything that is protocol. Objective fight against conventions. Biggest fear being mediocre. Message “be rebellious rules are made to be broken” attributes they are innovative extravagant mobile app designs service irreverent and rebellious brands. Strategy break the mold bring out the wildest side of your audience be a reference within urban tribes that feel different from the rest but identified with the essence of this archetype. Predominant colors black red and orange mainly. Brand examples diesel harley-davidson desigual. The magician attitude they are imaginative charismatic and inspiring brands. They convey self-confidence.
Objective to inspire the public to help them have confidence in themselves and find the potential within them. Biggest fear not being inspiring. Message “I can help you make what you want happen” attributes they are imaginative dreamy emotional and very inspiring. Strategy they are brands that develop a vision and live by it until they transform reality. Predominant colors black gray and purple mainly. Brand examples axe absolut vodka and steve jobs. Archetypes oriented to the individual the hero attitude they are brands that represent effort honor victory and involvement.
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