Max to Chief: "Destroy him?! You can't destroy Hymie. Hymie's my friend." Chief: "Max, this friend just broke through my office door, smashed my desk to pieces, and almost strangled me with his bare hands. How do you explain that?!" Max: "I said he was my friend, not yours."
This week's brand with two archetypes is Get Smart's Chief (real name: Thaddeus, Greek for courageous heart). A man who dedicated his career to steadily leading Control and navigating his subordinates through a world consistently destabilised by KAOS - sound familiar? As a Ruler brand archetype (Mercedes-Benz, Prada), he desired control, structure and demanded adherence to rules and regulations. And he worked tirelessly to provide the world with a sense of security and protection against a ruthless Siegfried, Vice President of Public Relations and Terror for KAOS. But his gruff, serious and sarcastic manner often softened during moments spent with two of his closest friends: 99 and Maxwell Smart. At these times, he demonstrated the traits of a Caregiver brand archetype (Unicef, Guide Dogs); nurturing the professional and personal development of each individual while being reactive and preventative in equal measure. Max may have asked you not to tell him that, but from where we sit in our reluctantly occupied Covid-19 Cones of Silence, we think you nailed leadership by THAT much, Chief.