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Pepe Subirana 2011. The 12 BRAND ARCHETYPES. PRINCESS LEIA, the Lover.

VICTORIAS SECRET is a Lover brand, as is any brand that helps people find love, for example by feeling attractive.

LUKE SKYWALKER, the Hero. BMW is a Hero brand suggesting success and the braveness of driving fast. A BMW car, is the horse of the hero.

Pepe Subirana 2011. JAN SOLO, the Outlaw. GOOGLE fights the big media companies (such as Universal) and puts their music and videos for free in the hands of the little people. Much like Robin Hood steals from the rich to give the money to the poor. Google is the Outlaw archetype, owning the word for free. DARTH VADER, the Ruler. MICROSOFT represents the ruling standard, the Ruler archetype. The Outlaw typically fights the Rules: Google vs. Microsoft. I personally am partial to Microsoft: Good products (MS Office) cost work and must be paid for.

Pepe Subirana 2011. YODA, the Sage. HARVARD University is a Sage brand as is any brand that has to do with having superior knowledge or science as for example Britannica or IBM. Think Einstein!

C3PO, the Innocent. COCACOLA advertising didnt catch with the audience until Coke realized that its archetype is the Innocent, and that its ads should consistently depict the ideal, innocent world of childhood. That means lots of Santa Claus and the childish joy of Xmass, etc.

Pepe Subirana 2011. R2D2, the Magician. RD2D repaired ANY technical problem on Luke Skywalkers combat spaceship. A technical expert or scientist, is the Magician archetype. RED BULL is the Magician as is any highscience or technically-savvy brand which, like McGiver or Merlin, solves any problem by the use of high-tech, science or magic. Red Bulls code is the magic potion which secret formula (science) gives you strength to stay awake all night long through the party.

Pepe Subirana 2011. Anakins mother, Shmi, the Great Mother. NESTLE with its mothe-bird nurturing baby-birds in a nest-logo, makes food. Any company that nurtures people (and especially kids) like NESTLEs KitKat is a Great Mother archetype.

Cantine Mos Eisley: Music band, the Artist. ADOBE helps people express themselves and create (think Photoshop or Flash), which is what makes it an Artist brand.

Pepe Subirana 2011. CHEWBACCA, the Good, Normal People. WALMART is a brand for normal people, lacking any sense of exclusivity. In Robin Hood, Chewbacca is John Little, the strong, ordinary sidekick of the hero. We want to BELONG to the good ol normal people.

Pepe Subirana 2011. Jar Jar Binks, the Jester. DISNEY is all about FUN. As is any other Jester company. Actually, Disney is a combination of COKEs Innocent archetype with the Jester one. So lets take instead NIKE as Jester/FUN example. NIKE helps people have FUN/ENJOY sports. See how NIKE is an Explorer brand for many teenagers too.

Pepe Subirana 2011. JEDI KNIGHT ORDER, the Explorer LOUIS VUITTON makes an statement about any woman carrying one of its bags. It says to other people Im a posh, rich girl. Products that give us a sense of identity, like being a Jedi Knight or a successful executive (BMW) or a posh girl or dude (Louis Vuitton, Tommy Hilfiger) are called IDENTITY MARKERS. Their archetype is the Explorer.