12 Brand Archetypes

Ego: Hero | Magician | Outlaw

Order: Ruler | Caregiver | Creator

Social: Jester | Lover | Everyman

Freedom: Innocent | Sage | Explorer

by Clare W. Graves

4 Value Systems

Ego:

Characteristics: Survival-focused; instinctual and basic needs driven.
Focus: Primarily concerned with individual survival, meeting basic physiological needs.

Order:

Characteristics: Tribal and kinship-oriented; magical and superstitious beliefs.
Focus: Emphasis on rituals, traditions, and stability within the group or trib

Social:

Characteristics: Rules-based, authoritarian; values order, structure, and conformity.
Focus: Upholding societal norms, moral absolutes, and maintaining social order.

Freedom:

Characteristics: Achievement-oriented, entrepreneurial; values innovation, progress, and individual success.
Focus: Pursuing personal goals, wealth, and material success; embracing change and opportunity

The Hero

Core Desire: To prove oneself.
Traits: Courageous, bold, determined, resilient.
Example: Nike, Duracell.

The Magician

Core Desire: To make dreams come true.
Traits: Visionary, charismatic, transformative, mystical.
Example: Disney, Apple.

The Outlaw

Core Desire: To revolutionize.
Traits: Disruptive, unconventional, rebellious, provocative.
Example: Harley-Davidson, Virgin.

The Ruler

Core Desire: To control and lead.
Traits: Authoritative, organized, responsible, confident.
Example: Mercedes-Benz, Rolex.

The Caregiver

Core Desire: To help others.
Traits: Compassionate, nurturing, generous, supportive.
Example: Johnson & Johnson, Campbell’s Soup.

The Creator

Core Desire: To create something meaningful.
Traits: Innovative, imaginative, artistic, visionary.
Example: Lego, Adobe.

The Jester

Core Desire: To have fun and enjoy life.
Traits: Humorous, playful, spontaneous, irreverent.
Example: M&M’s, Old Spice.

The Lover

Core Desire: To connect with others.
Traits: Passionate, intimate, sensual, romantic.
Example: Chanel, Godiva.

The Everyman

Core Desire: To belong.
Traits: Genuine, down-to-earth, practical, reliable.
Example: IKEA, Home Depot.

The Innocent

Core Desire: To be happy.
Traits: Optimistic, simple, pure, honest.
Example: Coca-Cola, Dove.

The Sage

Core Desire: To seek truth and wisdom.
Traits: Wise, knowledgeable, analytical, insightful.
Example: Google, BBC.

The Explorer

Core Desire: To seek out new experiences.
Traits: Adventurous, independent, ambitious, pioneering.
Example: Jeep, Patagonia.

Greetings from Altipex.com

Being a passionate believer in Simon Sinek’s “Golden Circle” concept, which consists of three concentric circles labeled “Why,” “How,” and “What.” Everything we do, we start with “Why”.

With over 15 years of experience, we specialize in:

Strategy: where-to-play, how-to-win.
Branding: making a difference.
Marketing: connecting with purpose.

If you require consultancy services, please feel free to contact us.