Page 207 - Midas Touch

The motto of the Hero is: “Where there’s a will, there’s a
way.”

The Innocent identifies with purity and salvation. Churches
and preachers fall under this archetype, as does the
Salvation Army. Ivory Snow, a brand of soap, attempted to
identify with this archetype, promoting purity, innocence,

and cleanliness. The birth of the Christ child, the Holy
Grail, Knights of the Round Table, and a little house with a
white picket fence all fall into this archetype.

The motto of the Innocent is: “Free to be you and me.”

The Lover identifies with romance and sex. Victoria’s
Secret is the brand that falls under this archetype most

vividly in recent years. In foods, brands like Godiva
Chocolates and Häagen Dazs ice cream fit this archetype.
Many pop artists like Jennifer Lopez and Beyoncé are
classic lover brands.

The motto of the Lover is: “I only have eyes for you.”

The Explorer is for those who identify with independence.

Brands such as Patagonia Clothing Company and The North
Face are in this archetype. Mountain bikers, hikers, sailors,
and travel fanatics align with this archetype.

The motto of the Explorer is: “Don’t fence me in.”

The Jester identifies with fun. Comedians obviously are in
this archetype. Beer commercials often use the jester
archetype to attract customers, using television ads with

young men acting goofy. Upstart Internet companies—think
Google and Yahoo! years ago—often use this archetype as
well.

The motto of the Jester is: “If I can’t dance, I don’t want to

be part of your revolution.”