Check the cultural archetype of your brand.
Answer these questions about your brand, and we'll tell you about your brand’s archetypal story.
Why do people choose your brand?
It lends them social currency.
It gives them confidence.
It lives up to a higher purpose.
It’s part of a ritual for them.
Why do people appreciate your brand?
It’s mainstream.
It’s shareable.
It makes a person think.
It’s not afraid to be experimental.
What does your brand do best?
It disrupts culture/changes preconceived thinking.
It sets the trends.
It appeals to a certain lifestyle (foodie, athletic, influencer, etc.).
It appeals to everybody.
Does your brand prefer?
Change
Predictability
Which does your brand thrive better on?
Analyzing itself
Expressing itself
Disruptive Brand
You see your brand as having its center of gravity in the disruptive, symbolic space. New ideas and provocative thinking get worked out in the symbol quadrant. This is where archetypes of truth and purpose live.
Quintessential symbolic archetypes: Rebel, Sage, Magician
Is your brand where you want it to be?
Quintessential symbolic archetypes: Rebel, Sage, Magician
Is your brand where you want it to be?
Emergent Brand
You see your brand as having its center of gravity in the emergent, ritual-building space. Concepts of technique and alchemy manifest in the ritual quadrant. Experimentation happens and new ways of doing things are implemented by the archetypes in this space.
Quintessential ritual archetypes: Explorer, Creator, Jester
Is your brand where you want it to be?
Quintessential ritual archetypes: Explorer, Creator, Jester
Is your brand where you want it to be?
Dominant Brand
You see your brand as having its center of gravity in the dominant, identity-building space. The identity quadrant reveals archetypes driven by badge values and social currency. They’ll share new ideas that have been tested and proven in the ritual quadrant.
Quintessential identity archetypes: Hero, Lover, Innocent
Is your brand where you want it to be?
Quintessential identity archetypes: Hero, Lover, Innocent
Is your brand where you want it to be?
Residual Brand
You see your brand as having its center of gravity in the residual, mainstream zeitgeist space. Once concepts resonate within mainstream zeitgeist, they have become ubiquitous and have fallen into residual code. Archetypes in this quadrant need ideas that are easy to digest. They require assurance.
Quintessential zeitgeist archetypes: Caregiver, Everyman, Ruler
Is your brand where you want it to be?
Quintessential zeitgeist archetypes: Caregiver, Everyman, Ruler
Is your brand where you want it to be?