A brand archetype is a way of presenting a brand – its metaphorical meanings, values, and behaviors

Brand archetypes are a set of universal, symbolic characters or personas that help identify and differentiate a brand's personality.

Brand Archetypes-Meet the Everyman. It appears one of the maximum compliments bestowed upon a superstar is that the superstar “is so right"

Who doesn’t want to have a laugh?! The position of the Jester archetype is to deliver everyone collectively to play.

What is truth? If you are the Sage brand archetype, this is the question that keeps you up at night. A perfectionist by nature...

Intimacy and connection — no man is an island. People want to feel special and Lover brands exist to meet this need.