Module

Exercise 7.3
7

Brand Archetype questionnaire

Find out which archetypes resonate with your
brand characteristics and the motivations of the
ideal buyers you want to attract.

Plan2Brand developed by Strategic Marketing & Design company Creative Brew

 Module 7
Brand Archetype questionnaire

Contents Pages

Introduction to Brand Archetypes 3

The 12 Brand Archetypes 4

The four Brand Archetype quadrants

based on human emotions 5

Brand Archetype Framework 7

Brand Archetype Framework example 8

Four key brand questions to consider 9

Brand Archetype questions and scoring 10-14

Brand Archetype scores 14

Brand Archetype Framework results (insert) 14

Plan2Brand developed by Creative Brew 2

 Module 7
Brand Archetype questionnaire
Exercise 7.3

“ There are forms or images of a collective nature which occur practically all
over the earth as constituents of myths and at the same time as individual
products of unconscious. These are imprinted and hard wired into our psyches.”

Carl Jung’s archetypal theory

Introduction to Brand Archetypes

The Worlds most beloved brands have an alluring quality Archetypes are the mechanism
that to the casual consumer may seem a bit of a mystery.
to help you create and deliver a deeper
However their success cannot be attributed to luck or meaning people understand, through
chance, but from using the results of years of research
the personification of your brand.
into the human psyche and what it means to be human.

The way successful brands position themselves is by

In a World fundamentally hungry for substance, your
borrowing well-established cultural themes and character
brand, it’s meaning and management thereof, is vitally
types to make a connection with our desires, drivers, fears
important. For example, it can inform far-reaching decisions
and motivations.
such as philanthropic or cause marketing (co-operative
Your brand is not merely a repository of functional efforts of a for-profit and not-for-profit organisation).
characteristics, but of meaning and value too.
Anchor your brand against something iconic, recognisable
Working out your archetypal identity helps you to and embedded in our subconscious, makes the identifica-
manage your brands meaning both internally and tion and appeal of your brand personality much easier.
externally because you have a filter by which to judge
every component. And, understanding which archetypes your brand should
live out enables you to clearly define the role you want to
play in people’s lives.

To start...
You may have been given this interactive questionnaire
The idea behind using archetypes by a colleague. It’s purpose is to help you find the
is to anchor your brand against highest scoring archetypes and to discuss outcomes
with team members.
something iconic – something already
embedded within the collective Read the following pages before
starting questionnaire on page 10
memories and ideas of everyone.
– it should take approx 10 mins.

A PDF with detailed archetype

descriptions is also available to
download from Exercise 7.2
in Plan2Brand.
3
 Module 7
Brand Archetype questionnaire
Exercise 7.3

The 12 Brand Archetypes

Swiss psychiatrist Carl Gustav Jung (1875-1961) first
used the concept of archetypes in his theory of the
human psyche, the Collective Unconscious.

He believed the cross-cultural familiarity of

characters and themes that show up in our myths,
books, films and arts, are the result of shared
universal ideas about ourselves and our lives, that
reside in our personal and collective unconscious.

Human motivation and archetypal theory

To put archetypes into a human context we need

to understand what motivates us in life.

A seminal book The Hero and the Outlaw by Margaret

Mark and Carol S Pearson grouped the twelve
known archetypes into four quadrants based on
human motivations.

By reviewing several studies (influenced mainly by

Abraham Maslow’s Hierarchy of Needs) they were
able to visibly show how the major human drivers
can be divided onto two opposing poles. And life
requires constant negotiation along these poles at
different times and circumstances.

Most of us want very much to be liked, to please

G ULER AT O
RE IV RE
others or belong to a group and so we conform R
CA

ER

R
C

in some way. Yet we also want to go our own way

and be individual, to spend time along and make
decisions or act in ways that those close to us may
not understand. STABILITY
E RY M C
NO E
N
A
EV

IN

T
N

Similarly, we have a deep need for security and

Being in control

stability. We love routine, comfort and the tried and

INDEPENDENCE

true (pension plans, insurance, staying in a job).

BELONGING

Yet most people are also energised by ambitions STER S AG E

JE Knowing oneself
and the desire to exert mastery. If we want the
exhilaration of accomplishment, we must take risks. Close to people
Taking risks

To leave our mark we take a controversial stand,

start a business or try new and risky ventures.
VE LOR
LO R XP
ER

All of these desires are deep and profound human

E

urges. When we sacrifice one end of these polar

opposites our psyche tends to seek balance. A mid- MASTERY
life crisis happens when some part of us is out of
balance because it’s been repressed for too long HERO
C
AG I I A
BE
RE L
M

and seeks expression.

Each set of archetypes has a core tenant by which

they live by, e.g. to provide structure, but the
strategies each individual archetype uses to fulfil
this tenant is different.
Plan2Brand developed by Creative Brew 4
 Module 7
Brand Archetype questionnaire
Exercise 7.3

The four archetype quadrants based on human motivations

YEARN FOR PARADISE

Motivators: Independence and Fulfilment

Fears: Entrapment, selling out, emptiness
Helps desire: To find happiness

The Innocent, Sage and Explorer use different For the Explorer, their search begins when they hit
strategies in the pursuit of individual fulfilment. the road to escape the humdrum of life. They like to
try new things that tap into their values of freedom
For the Innocent it’s in the simple pleasures of the
and individuality but it’s important for brands to
here and now. Through their optimism, no-nonsense
continually improve and provide novelty to keep
values and simple user-friendly products they exude
them loyal.
trust. People feel safe and stick by them.
These archetypes emphasize autonomy in the search
The Sage tells us that education and learning is the
for paradise and fulfilment, often playing
route to fulfilment. As seekers of truth and with a
out in opposition to those archetypes that place
rational intellect, Sages like to make an informed
higher value on belonging.
decision by gathering all the relevant information
about a brand. Complexity or products with a high
learning curve doesn’t phase them.

LEAVE A MARK

Motivators: Risk and Mastery

Fears: Ineffectual, impotence, powerlessness
Helps desire: To achieve

The Rebel, Magician and Hero are archetypes The Hero is about rising to the challenge and seeks to
cut from the same cloth whereby they mobilise protect a
 nd inspire others. The challenge to overcome
themselves and others to d  estroy or transform rigid maybe humanitarian or a personal aspiration but it
or traditional structures. But they a re slightly different often involves g
 reat sacrifice.
in how they wish to make their impact.
Related emotions tend to be fiery and energetic
The Rebel makes an impact by shaking things up and ranging from anger to ambition to fierce
being an inherently disruptive force. They don’t mind determination. These powerful archetypes focus
being feared by others, as fear is seen as power. on buyers’ attitudes and actions, not only to a
 chieve
a certain aim but also to change the World.
The Magician believes there is something more and
greater t han our perceived ‘reality’. They stand in
defiance of self-imposed limits and apply themselves
to a vision with often, t ransformative results.

5
 Module 7
Brand Archetype questionnaire
Exercise 7.3

CONNECT TO OTHERS

Motivators: Belonging and Enjoyment

Fears: Exile, orphaning, abandonment
Helps desire: To have love/community

The Lover, Jester and Everyman (regular guy/gal, worrying what they might think. Impulsive and
fulfil our need to connect to others, from when we unrestrained they allow us to connect with our fun
gathered as cave d  wellers through to the social media inner child.
chatter now. These a  rchetypes provide a model or
The Everyman triggers the behaviours and outlook
structure to allow us to do this.
that allowsus to both fit in to the ‘group’ and place a
The Lover helps us to become attractive or bond to value on all people, n
 ot just those who excel. Down-
others, helping us to develop the skills of emotional to-earth with a family o rientated culture they tend to
and sexual intimacy. It also encapsulates other types have a broad audience.
of love including family, friend o
 r spiritual. Anything
These archetypes have additional power to motivate
that pleasures the senses – beautiful t hings, acts, or
because they promise to fulfil unsatisfied or
enticing smells gives joy to the lover.
repressed needs. The more they are under-valued in
The Jester teaches us to lighten up, live in the the culture, the greater t heir motivating power.
moment and e  njoy interaction with others without

PROVIDE STRUCTURE

Motivators: Stability and Control

Fears: Financial ruin, ill health, uncontrolled chaos
Helps desire: To feel secure

The Caregiver, Ruler and Creator are the archetypes organisational structures, and are role models for
that bring stability through structure to make a others to emulate because of their ability to t hey
profitable business. consistently high quality.

The Caregiver anticipates our needs, telling us The Creator takes charge of innovating – new products,
about the thingsthat make us feel secure, safe manufacturing processes, new organisations, etc.
and nurtured. Often associated w  ith the maternal/ They exert c ontrol over an otherwise uncontrollable
paternal instincts in protecting to the point o
 f self- world through the actof structuring something into a
sacrifice, they are compassionate, generous and tangible form.
derive m eaning from helping others.
Due to the uncertainty of life and contemporary life in
The Ruler seeks to prevent chaos by taking particular, these archetypes are useful as they instruct
control and m otivated by the desire for safety and us on how to preserve order and stability, and how to
security. They follow the rules, have clearly defined reconcile our desire for consistency with change.

Plan2Brand developed by Creative Brew 6

 Module 7
Brand Archetype questionnaire
Exercise 7.3

Brand Archetype Framework

The Brand Archetype Framework is a mechanism to help The outcome of the framework is used in Plan2Brand
you narrow down the twelve available archetypes to just to help decide and describe the most important brand
three. It acts as a brand compass to remind you of: personality traits/characteristics.

• The standard expectations that exist for your type of The framework and personality descriptions are great
industry or product category guide for anyone who writes or designs collateral for your
brand.
• Where your brand communication should be checked
and filtered through Note: The interactive questionnaire does not tell you which
archetypes to choose for the framework but the highest
• What you can add as your brand evolves to avoid being scoring ones, similar amongst team members, are the
one dimensional. most likely.

The three archetypes to identify are:

The The The

STANDARD CORE EDGE
(influencer (personality (influencer
archetype) archetype) archetype)

This represents your industry This is the heart and DNA of This is something to keep an
or product category and your brand personality. eye on as your brand evolves,
basically got you to where as it gives your Core some
you are today. It’s the most important of versatility or an added level
all three because it’s the of ‘spice’.
If you told someone what you dominant one you need to
do, they’ll have preconceived successfully deliver, to help Brand personalities are
ideas about the standards you differentiate from your not one-dimensional and
they would expect. competition. when you tell your stories
(one CORE archetype, many
For example, people would All employees need to stories) there are influential
expect a University to have understand its meaning, elements you can play with.
the base essence of the Sage all communications and
archetype, but the CORE actions including any cause For example, your brand might
personality it delivers could marketing (profit and not-for- be a Rebel at heart, but also
be the Ruler i.e. Harvard. profit cooperation), needs to with a sense of fun that shows
stay true to it. through the Jester archetype.
How can you make your
CORE different? If not, what What will make you stand This ‘influencer’ should
EDGE can you utilise? out, in the end, is the never replace the ideas and
strength of and commitment sentiments behind your CORE
to this archetype. archetype, but rather be used
to compliment it.

7
 Module 7
Brand Archetype questionnaire
Exercise 7.3
Airlines

Brand Archetype
STANDARD CORE
Framework
EDGE
example
(Influencer) (Personality) (Influencer)

The STANDARD (influencer) archetype for the airline industry is the Explorer. These businesses are about discovery – helping
people escape the humdrum to feel free, independent and fulfilled. Integrity and authenticity are important components of
this archetype. With this base, these airlines use different archetype frameworks to differentiate their brands.

Southwest Airlines

STANDARD CORE EDGE STANDARD CORE EDGE

(Influencer) (Personality) (Influencer) (Influencer) (Personality) (Influencer)

s Southwest Airlines Virgin

STANDARD CORE EDGE STANDARD CORE EDGE STANDARD CORE EDGE

(Influencer) (Personality) (Influencer) (Influencer) (Personality) (Influencer) (Influencer) (Personality) (Influencer)

Emirates identified ‘Globalistas’ as their Right from the beginning, Southwest Virgin’s Rebel Archetype has been
ideal buyers, who see travel as a vital Airlines always treated their passengers embedded from the beginning,
part of t heir lifestyle. With the Ruler
Virgin equally. R  ecognised by their idealEmirates influenced by Richard Branson’s own
Archetype at their Core, they maintain buyers – short haul leisure and personality and ethos.
orderly control over their structural business
STANDARDtravellersCORE– as the brand that
EDGE STANDARD CORE
(Influencer) (Personality) (Influencer) The Rebel appeals to those wanting
EDGE
processes to position themselves as the democratised air travel, they have the (Influencer) (Personality) (Influencer)
something different, contrary or truly
leading global lifestyle airline. Everyman Archetype at their Core.
radical. Although Virgin appeals to
Power is everything to the Ruler Southwest’s marketing focuses on different types of people, their ideal
and Emirates displays this through a family culture to help build their buyers can be described as ‘maverick
delivering consistently h igh quality and
Emirates community and consequently an gen exers’, and their marketing
superior looking products. For example avid fan base that feel a real sense of certainly appeals to this group.
they have luxury lounges, c hauffeur belonging.
STANDARD They display
CORE their E
 veryman
EDGE
(Influencer) (Personality) (Influencer) Braking from convention, they are often
services, high tech wide body planes, credentials with a down-to-earth,
seen as changing the rules of the game,
and top-flight entertainment offering good-natured guy or girl-next-door
althoughVirgin is careful not to been
2500 c hannels in 30 languages. personality, making them irresistibly
seen as a reckless Rebel, especially in
likable.
Emirates Edge is the Magician the airline industry.
archetype. These brands leave the Their culture is further enhanced by
To add a lighter touch their Edge is
impression that customers are wiser the adoption of the Lover as their Edge
the Jester archetype. Jesters entertain,
or more influential by having special Archetype. Southwest developed a
excel at thinking o
 utside the box and
access to secret or illusive information ‘LUV’ concept that is reinforced by their
to highlight absurdities they satirize
or transformative experiences. Based heart symbol, the food they s erve, the
or parody current thinking. They don’t
on these characteristics Emirates gifts they give and the customer service
take themselves too seriously allow
advertising suggests prestige, provide. They look for ways to make
people and their marketing to feel more
exclusivity and connecting with people others feel special by nurturing every
impulsiveor spontaneous. This gives the
in high places. relationship to create moments
brand an energetic and youthful vibe.
of intimacy.

Plan2Brand developed by Creative Brew 8

 Module 7
Brand Archetype questionnaire
Exercise 7.3

Four key brand questions to consider

Refer back to these questions when discussing archetype outcomes.

1. Which archetypes most closely represent our brand 2. Which archetypes most closely represent our brand
soul? substance?

The soul or essence of your brand comes from its stories Your archetypal identity needs to be grounded in some
– why it was created, what was going on in the historical contemporary truth about your product or service –
time and place of its ‘birth’. What’s its position and makes ideally the physical or functional characteristics that
it stand out from the competition. And what are the deliver meaning as it is experienced in real-life, day-to-
unconscious (but now consciously known) forces of its day use.
inherent culture.
For example, Caregivers may offer calm or sooth,
You’ve completed your archaeological dig into your Rebels might offer ‘bite’, Magicians can shimmer or be
brands deepest, most meaningful equity and values both transformative and Innocents offer simple products.
rational and emotional. Print out your Brand Foundations
and use them to help you recognise the archetypal ‘plot’ If the characteristics of your product do not clearly
they represent. indicate an archetypal identity, research in the form
of an ethnographic study (observing, interacting and
discussion of product benefits in the consumers own
environment) would be insightful.

3. Which archetypes do our competitors use? 4. Which archetypes best suit our ideal buyers?

The soul or essence of your brand comes from its stories Your archetypal identity has to be relevant and meaningful
– why it was created, what was going on in the historical to your ideal buyers. While we can all respond to each
time and place of its ‘birth’. What’s its position and makes and every archetype, particular contexts, situations or life
it stand out from the competition. And what are the transition points, make certain archetype especially potent.
unconscious (but now consciously known) forces of its
inherent culture. For example, teenagers yearning for self-expression
relate to the Explorer or Rebel archetype. A busy,
You’ve completed your archaeological dig into your organised mum is well aware of her Ruler tendencies
brands deepest, most meaningful equity and values both yet yearns for “What about me” release via Creator (e.g.
rational and emotional. Print out your Brand Foundations doing crafts) or Sage (e.g. self-help education) brands.
and use them to help you recognise the archetypal ‘plot’
they represent. Print out your Target Market and Buyer Persona which
gives you detailed insights into your brands role and
your buyers’ motivations.

9
 Module 7
Brand Archetype questionnaire
Exercise 7.3

Brand Archetype questions and scoring

For the following questions, put a score in each box from 1 Score from 1 to 5:
to 5 depending on how strongly your agree. The archetypes
1 = No
that scored the highest and second highest are your brands
I don’t believe this describes our brand characteristics or
CORE (personality) and EDGE (influencer) archetypes.
reflects the products/services we provide.
Your STANDARD (influencer) archetype is something you
5 = Boom, that’s us
should be able to assess by thinking about your business
I strongly agree this describes our brands characteristics
category or by what standard customers traditionally
and reflects the products/services we provide.
expected from your industry.

This document is interactive and your scores are automatically added up on page 14.
There are 48 questions, 4 on each archetype, and should take approx 10 mins to complete – go for it!

1 = No | 2 = Partially agree | 3 = Agree | 4 = Strongly agree | 5 = Boom, that’s us SCORE

Q1 Is the your goal of your brand to help people find or realise happiness? 2

Q2 Does your company value simplicity and ethics? 5

Q3 Are you products/services based around being natural, pure, simple or predictable i.e. stick
to what works? 4

Q4 Would you describe your brand as believing in goodness, bursting with energy, wanting to
make the world a better place, being a source of inspiration and motivation?
4

1 = No | 2 = Partially agree | 3 = Agree | 4 = Strongly agree | 5 = Boom, that’s us SCORE

Q5 Is the goal of your brand to seek knowledge to provide expertise and information
to others? 4

Q6 Does your company value absolute truth and transparency, no exceptions? 5

Q7 Do you encourage freedom of thought, individuality, research, analysis and learning? 4

Q8 Would you describe your brand as an intelligent communicator, having a healthy does of
scepticism, making decisions based on factual research, loving alternative perspectives 3
whilst maintaining objectivity?

Plan2Brand developed by Creative Brew 10

 Module 7
Brand Archetype questionnaire
Exercise 7.3

1 = No | 2 = Partially agree | 3 = Agree | 4 = Strongly agree | 5 = Boom, that’s us SCORE

Q9 Does your brand feel at home in the wilderness of nature? 2

Q10 Do you help people discover new things, find freedom to express their individuality? 5

Q11 Do you encourage nonconformity, individuality, decentralisation and democracy? 5

Q12 Would you describe your brand as pushing boundaries, motivated by new experiences, on
a discovery quest, loving diversity, forging your own path, ground breaking or pioneering? 5

1 = No | 2 = Partially agree | 3 = Agree | 4 = Strongly agree | 5 = Boom, that’s us SCORE

Q13 Is the goal of your brand to disrupt the status quo in your industry or society? 5

Q14 Do you focus on customers who feel at odds with society, or law abiders who just want
to let off steam?
5

Q15 Do you encourage free-thinking and radical ideas that push the envelope? 5

Q16 Would you describe your brand as a rule breaker, maverick, reformer or activist, having an
independent streak, having varying levels of raciness, shock factor or political incorrectness?
5

1 = No | 2 = Partially agree | 3 = Agree | 4 = Strongly agree | 5 = Boom, that’s us SCORE

Q17 Is the goal of your brand to foster ‘magical moments’ that feel special, novel or exciting? 3

Q18 Do you focus on customers with a desire for personal transformation e.g. from sickness
to health, poor to prosperous, inefficient to productive, feeling lost to enlightened, from 2
chaos to peace?

Q19 Do you have a grandiose purpose that you believe, if you apply the right formula,
success is inevitable? 2

Q20 Would you describe your brand as a limitless big dreamer, nothing is impossible,
passionate and curious, transforming creative energy into practical expression,
5
valuing purity and perfection?

11
 Module 7
Brand Archetype questionnaire
Exercise 7.3

1 = No | 2 = Partially agree | 3 = Agree | 4 = Strongly agree | 5 = Boom, that’s us SCORE

Q21 Is the goal of your brand to fight an invisible enemy in a personal or social context? 3
Q22 Do you focus on customers who are competitive (even if just against themselves), who
crave a sense of achievement in overcoming challenges? 3

Q23 Do you encourage dedication, achievement and a clear sense of conviction lived out daily? 3

Q24 Would you describe your brand as fearless, courageous, disciplined, goal orientated, a
rescuer of others, fighting for the disenfranchised and powerless, facilitating transformation? 3

1 = No | 2 = Partially agree | 3 = Agree | 4 = Strongly agree | 5 = Boom, that’s us SCORE

Q25 Is the goal of your brand to appreciate customers by developing meaningful relationships? 1

Q26 Do you focus on customers who crave connection, who want to be loved and feel special?
2

Q27 Do you encourage appreciation of others, enduring respectful relationships, collaboration

and consensus decision-making? 3

Q28 Would you describe your brand as passionate, optimistic, romantic, a trustworthy companion,
dependable, a facilitator of connections (matchmaker), lover of beauty in all forms? 4

1 = No | 2 = Partially agree | 3 = Agree | 4 = Strongly agree | 5 = Boom, that’s us SCORE

Q29 Is the goal of your brand to grab attention by make light of things in an unconventional,
silly or over-the-top way?
5

Q30 Do you focus on customers that are younger or ‘young at heart’ who are turned off by
seriousness but appreciate creativity and cleverness.
5

Q31 Do you encourage a non-corporate fun loving culture, innovative out-of-the-box thinking
and living life to the fullest each day? 5

Q32 Would you describe your brand as a playful entertainer, challenging conventions in
refreshing ways, irreverent, controversial but charming, help others see things differently? 5

Plan2Brand developed by Creative Brew 12

 Module 7
Brand Archetype questionnaire
Exercise 7.3

1 = No | 2 = Partially agree | 3 = Agree | 4 = Strongly agree | 5 = Boom, that’s us SCORE

Q33 Is the goal of your brand to welcome everyone with a dignity afforded to each person
regardless of difference? 5

Q34 Do you focus on customers who like to fit in or feel comfortable when they’re being
themselves? 5

Q35 Do you encourage transparency, teamwork, strong sense of pride, a casual atmosphere,
welcoming family culture, democratic decision making? 5
Q36 Would you describe your brand as friendly, helpful, genuine, respectful, a community
connector, neighbourly, relatable, comfortable, meeting basic needs, without pretence? 5

1 = No | 2 = Partially agree | 3 = Agree | 4 = Strongly agree | 5 = Boom, that’s us SCORE

Q37 Is the goal of your brand to highly serve and protect others? 4

Q38 Do you focus on customers constantly trying to achieve balance in caring for others e.g.
kids, ageing parents, world at large, and who crave recognition for their service? 3

Q39 Do you encourage authentic action i.e. walk the walk, a relational culture that’s highly
structured or bureaucratic, anticipating needs in advance, high level of service, doing nice
4
things for others?

Q40 Would you describe your brand as nurturing, compassionate, empathetic, fiercely
protective, selfless, optimistic, humble, traditional, being calm in a crisis, comforting, 3
conduit to wholeness?

1 = No | 2 = Partially agree | 3 = Agree | 4 = Strongly agree | 5 = Boom, that’s us SCORE

Q41 Is the goal of your business to achieve market domination through providing high-status
products or the promise of safety and security? 2
Q42 Do you focus on customers typically concerned with image, status or prestige who naturally
gravitate towards tradition and heritage? 1
Q43 Do you encourage a structure that’s stable, functional, orderly, productive and harmonious,
high control of processes, having a regulatory function in industry or community? 3

Q44 Would you describe your brand as confident, prestigious, a leader, expert, competent,
holding fast to tradition, challenger of wrongs, maintaining order, providing protection? 3

13
 Module 7
Brand Archetype questionnaire
Exercise 7.3

1 = No | 2 = Partially agree | 3 = Agree | 4 = Strongly agree | 5 = Boom, that’s us SCORE

Q45 Is the goal of your business to re-create or re-image something to allow others to
express themselves? 3

Q46 Do you focus on customers who buy things not to impress others, but to express how
much they love beautiful, high quality things? 5

Q47 Do you encourage, self-expression, innovation, collaboration, brainstorming, autonomy,

freedom to create, dismantling old systems/processes to create something new in its place? 5

Q48 Would you describe your brand with a highly developed aesthetic, imaginative,
non-linear, perfectionist, insightful, a storyteller, expressive, unorthodox, ambitious, 2
achievement orientated?

...Phew!

Brand Archetype scores

Do you have some winners? If not, go back and rethink your answers to the archetypes with the highest scores.
Insert your results below, print out and discuss with your team. Put your final outcomes into Plan2Brand.

15 16 17 20 12 12

10 20 20 14 9 15

Brand Archetype Framework results

The STANDARD (influencer archetype) The CORE (personality archetype) The EDGE (influencer archetype)

Rebel, Jester, Everyman Explorer, Sage, Creator, Innocent, Caregiver,

Ruler Hero, Magician

Plan2Brand developed by Creative Brew 14

 Think, Act & Grow like a Brand

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