'The Explorer' brand archetype: eight attributes you should know about this freedom seeker.
"Well, I don't even really work here..." Kramer's response to his boss firing him because he "appeared to have [pause] no business...
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A series of fun and functional out-loud musings.
Carmen Petropulo
3 min read
'The Hero' brand archetype: seven ways your brand can also tell 'em to get stuffed.
"Compulsorily acquired? You know what this means don't you? They're acquiring it compulsorily!" It's true. Not all heroes wear capes. And...
Carmen Petropulo
2 min read
'The Lover' brand archetype: six attributes your brand may share with this striking beauty
Do you remember the scene in Fawlty Towers, when a guest called out to maid Polly, "Waitress?". And Polly responded, "Yes?". The guest...
Carmen Petropulo
3 min read
'The Sage' brand archetype. 10 attributes you may share with this wise and assured philosopher.
"You'll have bad times. But it'll always wake you up to the good stuff you weren't paying attention to." Why is it that some of the...
Carmen Petropulo
2 min read
'The Magician' brand archetype. 10 signs your business might also dream big and live large.
"Boy, that's the strangest kid I've ever seen!" Peppermint Patty wasn't too sharp, but could be forgiven for marveling at the many guises...
Carmen Petropulo
2 min read
'The Ruler' brand archetype. 10 ways your brand may also love control and success in equal measure.
"I investigate everyone with whom I do business. What careful man wouldn't?" In keeping with our recent 'Breaking Bad' theme, I present...
Carmen Petropulo
2 min read
'The Innocent' brand archetype: 10 reasons why your business might also be a quiet achiever
"I bet we've been together for a million years (and I bet we'll be together for a million more...)" "The meaning of life? That's simple....
Carmen Petropulo
2 min read
'The Outlaw' brand archetype. 10 signs your business also refuses to accept the status quo
"We're done when I say we're done." Meet this week's brand archetype, 'The Outlaw'. It's an archetype that's flawlessly brought to life...
Carmen Petropulo
2 min read
'The Caregiver' brand archetype. Your pocket guide to the sweetest archetype of all, honey.
"Well, honey. I don't think you're a jackass, I think you're a jack-angel." Misguided? Maybe. Unconditionally loving? Most definitely....
Carmen Petropulo
2 min read
'The Creator' brand archetype: 10 signs your business might be an innovator brand
"Roads? Where we're going, we don't need...roads." So proclaimed Emmett Lathrop "Doc" Brown, Ph.D when he first unveiled his highly...
Carmen Petropulo
3 min read
'The Everyman' brand archetype: 10 ways your brand might also value belonging
As I continue my weekly series of brand archetype pocket profiles, I'm shining a light on the friendliest of all the archetypes. If your...
Carmen Petropulo
2 min read
'The Jester' brand archetype. 10 things you should know about this pleasure-seeker.
If a classic film or television character were The Jester brand archetype, who would it be? We marketers use brand archetypes to help...
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