Thoughts

Presenting creative work is a collaborative team effort. Presenting from the “We” approach not only ensures that clients understand the breadth and depth of contributions from the entire team, but also fosters an environment where all members of the team share responsibility, be it for success or failure.

Over the years, running agencies and leading creative teams has taught me many invaluable lessons. One of the most important lesson involves presenting creative work as a collective effort—always as a “We,” never as an “I.” This is not just a matter of semantics; it’s a principle that has shaped my approach to leadership, collaboration, and client relationships. Through decades of managing teams and interacting with clients, I’ve come to believe that this philosophy is important for both fostering internal cohesion and building long-term success.

Furthermore, by emphasizing collective effort, agencies protect themselves from concentrating praise or blame on a single individual, which can skew perceptions, damage morale, and distort the reality of the creative process.

The Importance of Team Dynamics in Creative Work

Marketing and advertising are inherently collaborative disciplines. The process of bringing a campaign to life involves multiple layers of strategy, creativity, production, and execution. Rarely, if ever, does a successful campaign emerge from the mind of one individual. Instead, it is shaped and refined by contributions from strategists, designers, copywriters, media planners, and project managers, among others.

Rosser Reeves, one of the great advertising minds of the 20th century, acknowledged the team aspect in his work, stating that “I alone did not write this book. It was written by a body of dedicated men and women”​. This sentiment holds true across the creative industries: individual brilliance may spark an idea, but it is the collective effort that refines it into something great.

Accountability and Shared Responsibility

When creative work is presented from a “We” perspective, it helps distribute both the credit for success and the responsibility for failure across the entire team. This is not just about protecting individuals from blame; it ensures a more realistic appraisal of the complex processes that lead to an outcome. As Reeves argues in Reality in Advertising, “Advertising is only one of many factors that can cause sales to rise or fall”​. Similarly, the success or failure of a marketing campaign can be attributed to a multitude of interconnected factors. By framing it as a team effort, the focus shifts to improving overall processes rather than assigning individual blame.

Neil McElroy, a pioneer in brand management, emphasized the importance of team dynamics in his famous 1931 memo: he called for the creation of brand management teams, acknowledging that the success of a brand depended on the contributions of various individuals working toward a common goal​. This call for teamwork extends to how creative work should be presented to clients.

Lesson 1: Creativity Is a Team Sport

Early in my career, I learned that no piece of creative work is truly the product of a single person. Sure, someone might have the initial spark of an idea, but it’s the collaboration of many minds that transforms that spark into something meaningful and impactful. Whether it’s a strategist’s insight, a designer’s flair, or a project manager’s organization, every piece of the puzzle is essential. Presenting creative work from a “We” perspective underscores this reality.

I’ve seen too many situations where someone—whether it’s a creative director or a junior team member—was either unfairly praised or blamed for an entire project. It didn’t take long for me to realize that this not only distorts the truth but also erodes team morale. Over time, I adopted the mindset that I wasn’t just leading a collection of individuals; I was guiding a creative ecosystem where each part plays a vital role. If the project succeeds, it’s because we succeeded together; if it fails, we all share responsibility and learn from it.

Lesson 2: Shared Responsibility Prevents Burnout and Egos

One of the more subtle benefits of the “We” approach is that it helps keep egos in check while preventing burnout. In the early days of running an agency, I sometimes saw individuals take on too much, trying to be the star or feel the weight of the entire project on their shoulders. This is an unsustainable model. When someone shoulders all the credit or blame, it sets them—and the team—up for failure in the long run. It took a few of these experiences for me to realize that shared responsibility fosters a healthier work environment.

Neil McElroy, in his famous memo on brand management, advocated for creating teams that could take ownership of a project without placing the burden on any one person​. I found this advice invaluable as I built teams over the years. By emphasizing that we succeed or fail as a unit, I helped create a culture where people supported each other, knowing that their contributions were valued and recognized.

Lesson 3: Clients Trust Teams, Not Solo Acts

From a client’s perspective, understanding that an entire team is behind a project builds trust and confidence. It tells them that the agency they hired is resilient, capable, and has a diverse range of talents working toward their goals. I’ve sat in countless meetings where clients were visibly reassured to know that multiple experts—not just a single creative mind—had worked on their campaign. They knew they were getting a well-rounded, thought-out solution, not the brainchild of one person.

In my experience, presenting a unified front strengthens the client relationship. I’ve seen what happens when clients believe all the ideas come from one person—they tend to hold that individual responsible for every outcome, good or bad. But when you reinforce that the work is a collaborative effort, clients are more likely to appreciate the process and the depth of thought that has gone into it. This also means that when challenges arise, the team can tackle them collectively rather than relying on one person to fix everything.

Lesson 4: The Creative Process Is Messy—And That’s Okay

As someone who has spent years immersed in creative processes, I’ve learned that they are rarely linear. Ideas bounce around, evolve, and are shaped by numerous hands and minds. When you present work as a solo effort, you hide the messy—and essential—nature of creativity. But when you present work as a product of the team, you allow for a more realistic understanding of how ideas are born and refined.

I’ve found that acknowledging the collective effort also helps manage client expectations. It conveys that creativity is a process, not an instant act of brilliance. I’ve often referred back to this idea in meetings, reminding clients that what they see is the result of a collaborative effort that includes not just the “big idea” but also the practical aspects of bringing it to life—logistics, execution, revisions. It demystifies the process in a way that ultimately builds trust.

Lesson 5: “We” Fosters Long-Term Success

As I reflect on my years of leading creative teams, I’ve come to see that the “We” approach fosters long-term success, both within the agency and with clients. Internally, it creates a more supportive, collaborative culture where people feel valued for their contributions. Externally, it builds stronger client relationships because clients see the agency as a cohesive unit, capable of delivering thoughtful, well-rounded solutions.

I’ve always believed that the best work happens when people feel part of something larger than themselves. This perspective aligns with what marketing guru Wally Olins wrote about the need for brands to foster human connections​. The same applies to creative teams—when they feel connected to each other and to the project, the work is always better.

Key Takeaways

• Creative work in marketing and advertising should always be presented from a “We” perspective to reflect the collaborative nature of the process.
• A collective approach distributes credit and blame fairly, preventing individual team members from being singled out.
• Clients gain confidence from knowing that a team of experts, not just one individual, is working on their behalf.
• Presenting work as a team effort helps foster a culture of inclusion and collaboration within the agency, leading to better outcomes.

I’ve always been intrigued by AI, especially the growing capabilities of language models like ChatGPT. They’ve been fun to play around with, helpful at times, but more often a source of curiosity than anything world-changing. But recently, I encountered something that took me from being entertained to being downright stunned—the new ChatGPT voice model.

This isn’t just another step in AI development. It’s a full-on “HER” moment—the kind of experience that takes a leap beyond the screen and gets you thinking deeply about the future. Over the last hour, I found myself having what felt like a real conversation with AI, one that didn’t just mimic human interaction but captured the flow and nuance of writing in a way I hadn’t seen before.

And that, right there, is the big shift.

A New Type of Writing Partner

Let’s be clear: this isn’t about ChatGPT suddenly taking over all of my writing. It’s not about handing over the reins and saying, “Okay, AI, you do all the work.” What’s truly exciting—and a little terrifying—is that this tool has now become the ultimate research partner, a co-writer that can assist at lightning speed, with access to the vast expanse of human knowledge.

Imagine having a conversation with someone who knows everything ever written but still leaves the final decisions to you. It speeds up the process of thinking, structuring, and writing in ways I never thought possible. And while the software is still a little glitchy here and there (it’s not perfect, and that’s okay), what we’re witnessing is an evolutionary leap—both in the technology itself and in how we, as humans, will engage with information, creativity, and productivity.

More Than a Gimmick

In previous iterations, AI was often seen as a cool gimmick—a flashy tool that could help you generate ideas but wasn’t a replacement for the real deal. That view is quickly becoming outdated. This is no longer a novelty, not just a toy for experimenting with quirky conversations. It’s becoming an integral part of how we write, how we think, and how we’ll solve problems going forward.

And that’s where things get exciting—and a little scary. There’s something almost unnerving about the way these models have evolved. It’s not just about convenience; it’s about altering the way we engage with our work. When you start having conversations with an AI that feel less like commands and more like collaboration, you begin to realize just how much the game has changed.

The Responsibility of Using AI

But as with any powerful tool, there’s a responsibility to think about how we’re going to use this. AI isn’t a magic wand that will take over the hard stuff for us. At the end of the day, it’s still math—a series of algorithms designed to mimic writing and conversation. It doesn’t know what it’s saying. It doesn’t understand meaning the way we do. And that means we’re still in control.

This technology can help eliminate those frustrating gaps in research, streamline the writing process, and give us back precious time to focus on the creative and strategic parts of our work. But as we move forward, we have to remember that the final decisions still rest with us. We are the ones guiding the conversation, shaping the ideas, and ensuring the integrity of what’s being created.

Think of it like this: we are the ultimate player controllers, guiding the AI through a game of knowledge and creativity. It can go far, it can speed up the journey, but it’s still the human element that makes the final call.

The Future of Creativity with AI

So, where does that leave us? In a place of both great excitement and a touch of fear. Yes, this new voice model will fundamentally change how we approach writing, research, and collaboration. It will give us more time to think, create, and execute ideas that we might not have had the bandwidth for before. But it also forces us to confront the ethical and creative challenges that come with wielding this kind of tool.

As we stand on the edge of this new frontier, we need to think about how we’ll use AI responsibly. How we’ll harness its potential without letting it take over. How we’ll ensure that, even in the midst of this technological revolution, we keep human intelligence and creativity at the center of the process.

I don’t have all the answers, but I do know one thing: This is a turning point. And while it’s tempting to be either overly excited or completely terrified, I think the best way forward is to embrace the possibilities while keeping our hands firmly on the controls. After all, this is only the beginning. What comes next is up to us.

It’s an exciting time to witness how fast artificial intelligence (AI) is advancing, particularly with the rise of large language models (LLMs) like ChatGPT. These models have revolutionized everything from customer service to content creation, but there’s a critical question that lingers in the background: Can AI actually think?

At first glance, it might seem like they do. After all, LLMs can engage in conversations, answer complex questions, and even write poetry. But despite their apparent “intelligence,” the reality is that these models are not thinking. They don’t have thoughts, emotions, or intentions. They’re essentially sophisticated pattern-recognition machines, operating based on the mathematical probabilities of which word should come next.

The Mechanics of a Language Model

Let’s break down how a large language model like ChatGPT operates. These AI systems have been trained on massive datasets of text from books, articles, websites, and more. Through this training, they learn the statistical relationships between words and phrases.

When you ask a model like ChatGPT a question, it’s not “thinking” about the answer. It’s running algorithms to predict which word comes next based on the patterns it’s seen during its training. There’s no cognition involved. The model is, quite literally, running millions of calculations to determine which word, phrase, or sentence has the highest likelihood of being the “right” answer given the input it received.

As AI researcher Gary Marcus puts it: “A system like GPT-3 generates text not because it understands the world or has some internal mental model but because it has seen lots and lots of sentences before and can pattern match.” The result is a machine that’s incredibly good at seeming like it knows what it’s talking about, but in reality, it’s just stringing together statistically probable word sequences.

Is This Really Different from Humans?

Now, let’s pause and consider something interesting. When we, as humans, speak or write, how different is our process? If you’ve ever been deep into writing something—maybe an essay, an email, or even just a text message—you’ve probably noticed moments where the words seem to flow out of you naturally. You aren’t consciously thinking about every individual word or grammar rule, but you instinctively know what comes next.

We’ve been trained by life in much the same way an AI model is trained on data. We learn language through experience, and over time, we become fluent in its patterns and structures. It’s almost automatic—second nature.

David Chalmers, a philosopher and cognitive scientist, has mused on this: “Human language production, in many ways, is automatic. We are largely pattern-matching, following rules that we’ve internalized over a lifetime.” So, when we speak or write, are we really thinking in a fundamentally different way than an AI model, or are we just tapping into a well of learned experiences, following the “rules” we’ve internalized?

The Key Difference: Sentience and Creativity

While both humans and LLMs rely on pattern recognition to an extent, there is a fundamental difference—sentience. As humans, we have the ability to be self-aware, to think consciously about abstract ideas, and most importantly, to come up with new ideas.

AI models, despite their impressive capabilities, are fundamentally limited to remixing and reassembling the information they’ve been trained on. They can’t generate truly novel ideas that haven’t been introduced into their datasets. They don’t have that spark of creativity or insight that leads to groundbreaking discoveries or inventions.

As Yann LeCun, a pioneer in AI, said, “Current AI systems are far from being capable of reasoning about the world the way humans can.” AI can analyze vast amounts of data, spot patterns, and make connections that might elude us—but it does this in a purely mechanical way. When it comes to creating something entirely new, the machine falls short.

So, Can AI Think?

The answer is no, not in the way we typically understand “thinking.” AI models don’t have thoughts, they don’t experience emotions, and they can’t consciously reflect on the world around them. They predict, process, and output based on probabilities. There’s no internal dialogue, no ‘aha!’ moment, no flash of inspiration.

Human cognition, on the other hand, while often driven by learned patterns and automatic responses, has the capacity for creativity. We are sentient beings with the ability to dream up entirely new ideas, theories, and concepts. We don’t just follow the data; we can imagine beyond it.

Where AI Excels (and Where It Doesn’t)

To be clear, this isn’t to downplay the incredible achievements of AI. These models excel in many areas. They can process and analyze information at speeds that are unimaginable for humans. They can surface patterns across vast datasets that we might miss. And yes, they can even help us refine our thinking by suggesting new ways to structure ideas or explore unfamiliar territory.

But, as Hod Lipson, a leading researcher in AI and robotics, noted: “AI can be creative in the sense of coming up with unexpected solutions, but it lacks the intrinsic motivation to pursue a goal or understand why a solution is important.” The machine might produce something that looks creative, but without an underlying understanding of why it matters, it’s not truly innovative in the human sense.

The Uniquely Human Advantage

So, what’s left for us humans? What do we have that these powerful machines don’t?

Sentience and true creativity. The ability to reflect, to wonder, to dream. Not all of us are going to invent the next breakthrough technology, write a world-changing novel, or devise a solution to a global crisis. But every human has the potential to come up with something genuinely new, something that no machine—no matter how sophisticated—could ever create on its own.

That’s the core of what separates us from AI. While machines can process, predict, and output information at incredible speeds, they’re stuck in a loop of rehashing what’s already been introduced into their data banks. We can think beyond the data, beyond the patterns, and generate something entirely novel.

In the words of AI ethicist Kate Crawford, “AI isn’t about human intelligence; it’s about human mimicry.” And that mimicry, no matter how convincing, doesn’t hold a candle to the real thing.

Final Thoughts: Thinking vs. Processing

At the end of the day, it’s important to recognize the strengths and limitations of both humans and machines. AI models like ChatGPT can help us organize information, see patterns, and suggest new directions—but they can’t think or create like we can. The next big idea, the next groundbreaking innovation, will always come from a human mind—not from a machine running through its algorithms.

Our sentience, our ability to conceive new ideas, and our capacity for deep, reflective thought are what make us unique. That, ultimately, is the difference between us and the machines we build. We’re more than processors—we’re creators, dreamers, and inventors. And no matter how advanced AI becomes, that will always be our defining edge.

From a young age, politics has been in my blood. I remember being that curious kid, sitting around the dinner table, eagerly listening to the grown-ups talk about elections, policies, and the future of our country. I didn’t always understand everything they said, but I knew that these conversations mattered. They were the building blocks of the democracy we live in today. I was drawn to these discussions not out of a desire to win arguments, but because I believed that the decisions we make together shape our nation.

As I grew older, my passion for understanding our political system deepened. I pursued a degree in political science, hoping to not only understand the mechanics of government but also to approach it with the same open heart that I had as a boy. Back then, politics felt like something people only talked about in short bursts during election cycles. It was a conversation you’d have every few years, and then life would go on.

Today, the world looks very different. Politics is no longer something we can tune in and out of—it’s constant, it’s everywhere, and it’s overwhelming. The 24/7 news cycle, social media, and endless debates can make it feel like we’re drowning in political noise. But here’s the thing: while politics may feel all-consuming right now, we must remember that voting is still the most powerful tool we have to make a difference. Voting is how we reclaim our ability to focus on our daily lives while ensuring that the right leaders are steering the ship.

The power of voting lies in its simplicity. It’s the moment where we each get to decide who has the better ideas, who has the clearest vision, and which candidate truly represents the interests of our country. Every vote is a small but significant act of revolution, a way to steer the course of our nation without violence, without anger, but with a pen and a ballot.

As President Franklin D. Roosevelt once said, “Nobody will ever deprive the American people of the right to vote except the American people themselves, and the only way they could do this is by not voting.” In a time when it feels like everything is spiraling out of control, voting is our anchor. It’s the one thing we can each do to make sure our voices are heard and that our country reflects the will of its people.

Yes, the nation is divided. But that’s not a reason to shy away from our civic duty—it’s the exact reason we should embrace it. The beauty of democracy is that we are blessed with the opportunity to vote, to participate in a peaceful revolution every two to four years. This isn’t about hating someone for their ideas or their beliefs. As Dr. Martin Luther King Jr. reminded us, “We must learn to live together as brothers or perish together as fools.” It’s okay to disagree on policy or personality, but we must never allow those disagreements to turn into hatred.

We are all entitled to our beliefs, and we all have a duty to engage in the political process. Our candidates are meant to represent us so that we can return to our lives knowing that we’ve done our part. Voting isn’t just about supporting a candidate; it’s about supporting the very foundation of our democracy. As Thomas Jefferson said, “The government you elect is the government you deserve.” This is why we vote—not just to choose our leaders, but to choose the direction of our future.

So, as we approach the upcoming election, let’s remember the power of the vote. Let’s recognize that our nation’s strength lies in the fact that we can come together, even in disagreement, to shape our shared future. Let’s celebrate that we have the freedom to choose, and let’s use that freedom wisely.

Voting is our civic duty. It’s our chance to make our voices heard, to shape the future, and to engage in a peaceful revolution. So when the time comes, don’t stand by. Step up, cast your vote, and be part of the change. The world is watching us—let’s show them what true democracy looks like.

Some of my closest friends stand firmly on the opposite side of the political spectrum, and I love them dearly for it. Our differing views haven’t weakened our bond; they’ve strengthened it. We’ve had countless debates and spirited discussions, but through it all, we’ve maintained respect, understanding, and a deep appreciation for each other’s perspectives. It’s a reminder that our democracy thrives on diversity of thought, and that meaningful relationships can and should transcend politics. Disagreeing on policies or candidates doesn’t mean we can’t find common ground in our shared values and mutual respect.

There’s too much hate in the world right now. Instead of compassion, it feels like people’s default reaction is revenge or retribution. We’ve stopped seeing each other’s humanity, focusing more on differences than the things that connect us. It’s as if we’ve forgotten that behind every belief, every opinion, there’s a person—a fellow human being with hopes, dreams, and struggles, just like us. We need to take a step back, breathe, and remember that empathy and understanding are what truly make us strong. It’s time to bring back the compassion that seems to be slipping away.

My Political Statement for the Season:

My contribution to this election cycle is to remind you to vote—no matter who you choose. I don’t care if it’s for one candidate, the other, or someone else entirely. If you’re stuck and can’t decide, hey, write in your mom. And if you don’t think she’d be up for the job, feel free to write in my dad—he’s pretty great, and I’m sure he’d be up for the challenge. I think he’s bored in retirement. Just make sure you get out there and vote because that’s what truly matters.

Check out our new bipartisan T-shirts, perfect for those who believe in the power of voting without the drama. These tees are about as political as I’ll get online—designed to celebrate democracy and encourage everyone to make their voice heard, no matter who they support. Grab yours today and show the world that the revolution starts at the polls.

When you think about your health, you probably envision your local hospital—a place that’s equipped to handle every kind of ailment, from a minor scrape to complex surgeries. Yet, despite all those services available, you usually only visit the hospital for one specific reason. Maybe it’s a cold that won’t go away or a pesky knee pain that flares up after your morning run. Regardless, you trust your doctor to address your immediate concern and advise you on the next steps to keep your entire body in good shape for years to come.

This scenario is strikingly similar to how you should view your relationship with a marketing agency. Just as a hospital is there for your health, an agency is there for your business’s well-being. And while an agency can provide a full range of services—everything from branding to SEO to video production—you likely approach them with a specific pain point in mind. Maybe it’s a website that isn’t converting or a social media campaign that’s falling flat. Whatever it is, your agency should not only fix the issue but also take the time to look at the bigger picture and offer advice on how to keep your business healthy for the long term.

More Than a Quick Fix

Think about your last doctor’s visit. Maybe you went in for a sore throat, but a good doctor wouldn’t stop there. They might ask about your diet, remind you of an upcoming vaccination, or suggest a cholesterol test. They’re thinking holistically—how your sore throat fits into your overall health picture and how you can avoid bigger issues down the line.

A good agency works in much the same way. Sure, you might come in because your paid search ads are underperforming, but a full-service agency won’t stop at the symptoms. They’ll take a holistic view of your marketing ecosystem. Maybe they’ll suggest a revamp of your website’s user experience to improve conversions or recommend content strategies that build your brand over time. They’re not just treating your pain point—they’re ensuring your business thrives in the long run.

You Don’t Need Every Procedure

Now, let’s be real. If you walked into a hospital and said, “Give me every test, treatment, and procedure you offer,” you’d be bankrupt in no time. The same goes for marketing services. You don’t need every service all at once. It’s important to prioritize based on your current business needs and long-term goals.

A good agency, like a good doctor, will help you prioritize. Maybe you don’t need an expensive branding overhaul right now, but improving your email marketing could bring a quick and measurable boost to your bottom line. A full-service agency can identify what’s most pressing today, what can wait, and what will keep your business healthy for the future.

Trusting the Experts

Trust is the foundation of any relationship with a doctor, and it should be the same with your agency. You trust your doctor because they have years of experience and expertise that you don’t. They know the latest treatments and understand the best ways to keep you healthy. Similarly, a good agency is steeped in the latest marketing trends, technology, and data. They know what works, what doesn’t, and what’s coming next.

When your doctor tells you that you need surgery, you trust that it’s the right move for your health. Likewise, when your agency tells you that your website needs a complete overhaul, it’s because they have the knowledge and experience to know it’s the right move for your business. Yes, there are economic factors at play in both scenarios, but a good doctor and a good agency always have your best interests at heart.

A Holistic Approach to Your Business Health

At the end of the day, you want both your doctor and your agency to take a holistic approach. You want a healthcare plan that not only fixes the problems but also prevents future issues, just like you want a marketing plan that doesn’t just solve immediate challenges but sets your business up for long-term success.

So, when you’re looking for an agency, think of it like finding the right hospital. Look for one that offers a wide range of services and expertise but knows how to prioritize based on your current needs. Trust them to diagnose your pain points and to guide you through the options that will keep your business healthy and thriving for years to come.

Just like you wouldn’t trust your health to just anyone, don’t trust your business to just any agency. Make sure you have experts who care about the bigger picture, just like your doctor does for your body.

Your business deserves full-service care, and a great agency can provide just that.

Brand archetypes are powerful tools that help marketers define and communicate a brand’s personality, purpose, and position. Rooted in Carl Jung’s psychological theories, archetypes represent universal symbols and themes that resonate with people across cultures and time. In branding, these archetypes help focus efforts, ensuring consistency and authenticity in brand messaging and experiences.

The History of Archetypes

The concept of archetypes was developed by Swiss psychiatrist Carl Jung in the early 20th century. Jung identified recurring symbols and motifs in human experiences, which he believed stemmed from the collective unconscious—a shared pool of knowledge and experiences. These archetypes manifest in myths, stories, and dreams and embody fundamental human desires, fears, and motivations.

In the context of branding, archetypes serve as a framework to craft a brand’s narrative and personality. By aligning a brand with a specific archetype, marketers can create a consistent and relatable identity that resonates with their target audience.

Key Brand Archetypes and Their Applications

1. The Hero

Traits: Courageous, determined, honorable

The Hero archetype represents brands that inspire through achievement and perseverance. They often embody qualities like bravery, strength, and a desire to improve the world. Hero brands position themselves as the best in their category, striving to make a positive impact.

Examples: Nike, Duracell

Application: Hero brands should focus on messages of empowerment and overcoming challenges. They thrive on stories of triumph and excellence, appealing to consumers’ desire for strength and inspiration.

2. The Outlaw

Traits: Rebellious, unconventional, disruptive

The Outlaw archetype is about breaking the rules and challenging the status quo. These brands are seen as rebellious and provocative, often appealing to those who resist conformity.

Examples: Harley-Davidson, Virgin

Application: Outlaw brands should embrace bold and unconventional strategies. They can use edgy and daring communication styles, emphasizing freedom and innovation.

3. The Magician

Traits: Visionary, transformative, imaginative

Magician brands are all about transformation and creating extraordinary experiences. They inspire change and make the impossible possible.

Examples: Apple, Disney

Application: Magician brands should focus on innovation and creativity. They thrive on delivering unique and transformative products or services that inspire wonder and curiosity.

4. The Lover

Traits: Passionate, intimate, warm

The Lover archetype focuses on emotion, sensuality, and relationships. These brands appeal to the heart and the senses, often associated with luxury, indulgence, and personal connection.

Examples: Chanel, Victoria’s Secret

Application: Lover brands should emphasize aesthetics, beauty, and emotional engagement. Their messaging should evoke feelings of intimacy and pleasure.

5. The Jester

Traits: Fun, playful, light-hearted

Jester brands bring joy and laughter. They don’t take themselves too seriously and aim to entertain and surprise.

Examples: Old Spice, M&M’s

Application: Jester brands should use humor and playfulness in their messaging. They can take risks with unconventional campaigns and encourage a light-hearted, carefree attitude.

6. The Sage

Traits: Wise, knowledgeable, thoughtful

The Sage archetype represents wisdom and insight. These brands seek truth and knowledge, often positioned as experts in their field.

Examples: Google, The New York Times

Application: Sage brands should focus on providing valuable information and insights. They should position themselves as trusted sources of knowledge and thought leadership.

7. The Explorer

Traits: Adventurous, curious, independent

Explorer brands are about discovery and adventure. They appeal to consumers’ desire for freedom and exploration.

Examples: Jeep, The North Face

Application: Explorer brands should emphasize adventure, exploration, and self-discovery. They can use messaging that encourages consumers to break out of their comfort zones and seek new experiences.

8. The Innocent

Traits: Pure, optimistic, simple

The Innocent archetype is about simplicity and optimism. These brands promote happiness, trust, and positivity.

Examples: Coca-Cola, Dove

Application: Innocent brands should focus on positive messaging and simple, wholesome experiences. They can use imagery and language that evokes purity and happiness.

9. The Creator

Traits: Creative, imaginative, expressive

Creator brands focus on innovation and the creative process. They value self-expression and originality.

Examples: Lego, Adobe

Application: Creator brands should encourage creativity and innovation. They can engage their audience through artistic and imaginative content.

10. The Caregiver

Traits: Caring, nurturing, compassionate

The Caregiver archetype is about service and protection. These brands are supportive and nurturing, often associated with health and well-being.

Examples: Johnson & Johnson, TOMS

Application: Caregiver brands should focus on messages of care and support. They can highlight their commitment to helping others and improving lives.

11. The Ruler

Traits: Controlling, authoritative, responsible

Ruler brands are leaders in their domain, often associated with power and control. They seek to create order and stability.

Examples: Mercedes-Benz, Microsoft

Application: Ruler brands should emphasize quality, reliability, and leadership. They can position themselves as authorities and market leaders.

12. The Everyman

Traits: Relatable, humble, down-to-earth

The Everyman archetype is about belonging and connecting with others. These brands are approachable and aim to fit in with everyday life.

Examples: Ikea, Target

Application: Everyman brands should use inclusive and relatable messaging. They should focus on being accessible and straightforward, appealing to the common person.

Utilizing Archetypes in Branding

Creating Brand Consistency

By defining a brand archetype, marketers can ensure that all aspects of branding—from messaging and visuals to customer interactions—align with a consistent personality and voice. This consistency helps build trust and recognition among consumers.

Framework for Decision-Making

Archetypes serve as a valuable framework for determining if something is “on brand.” When faced with decisions about marketing strategies, product development, or partnerships, brands can ask whether the choice aligns with their archetype’s values and characteristics. This helps maintain brand integrity and prevents confusing or conflicting messages.

Archetype Testing and Identification

Brands can use archetype tests to identify their primary and secondary archetypes. These tests typically involve a series of questions that assess a brand’s values, mission, and customer perceptions. The results can help brands understand their core personality and how to communicate it effectively.

Example Questions from an Archetype Test:

• What are your brand’s core values?
• How do you want your customers to feel after interacting with your brand?
• What is your brand’s mission?

These questions help identify the most resonant archetype, guiding the brand’s overall strategy.

Final Thoughts

Brand archetypes provide a powerful framework for building a compelling and authentic brand identity. By aligning with a specific archetype, brands can create a consistent and relatable personality, guiding all aspects of their communication and engagement. This not only helps in creating a focused brand strategy but also ensures that all brand activities resonate with the target audience, fostering stronger connections and loyalty.