Brand Archetypes: The Jester
Why do certain brands appeal to you, make you want to buy them, make you laugh, feel good about yourself, make you feel happy, feel beautiful?
According to a popular, and effective, marketing strategy based on the archetype, it’s because these brands are built around a personality and certain personalities appeal to us more than others.
The other of my two Brand Archetypes is The Jester
The Jester’s greatest desire is Enjoyment.
She wants people to just lighten up, be a bit crazy, have fun. She knows how to make people laugh, she likes to be tongue-in-cheek, and she will ask you for a dance… because…the music….! What she fears most is safe, bland, boringness.
Do you know your brand’s archetype?