Quiz on the 12 Brand Archetypes

Which archetype is associated with the desire to understand the universe and their place in it?

• The Magician

• The Creator

• The Sage

• The Explorer

What is the core desire of the Innocent archetype?

• To be free and happy

• To seek truth and wisdom

• To belong and feel part of something

• To experience pleasure in relationships

Which archetype fears powerlessness and seeks revolution or revenge?

• The Jester

• The Ruler

• The Hero

• The Outlaw

What do Sage brands promise to their customers?

• Power

• Wisdom

• Entertainment

• Freedom

Which archetype is most afraid of chaos and being overthrown?

• The Ruler

• The Hero

• The Explorer

• The Lover

What is the worst thing that can happen to an Innocent brand?

• Being seen as inauthentic

• Becoming too popular

• Uncovered corruption or deceit

• Being perceived as weak

Which archetype is associated with living in the moment and enjoying life?

• The Jester

• The Creator

• The Lover

• The Regular Guy

What do Explorer brands promise to their customers?

• Belonging

• Freedom

• Authenticity

• Triumph

Which archetype is most afraid of being unwanted and unloved?

• The Lover

• The Hero

• The Innocent

• The Nurturer

What is the worst thing that can happen to a Rebel brand?

• Being bought out or becoming too popular

• Being patronized

• Being perceived as greedy

• Being seen as frivolous