Archetype

The 12 Jungian Archetypes are universal, mythic characters used to represent the basic ranges of human motivations. We assign these to brands based on their values to help define motivations and characteristics that embody the organization.

The Expert

Core Desire

Build up to a utopian state through understanding.

Brand Voice

Knowledgeable, assured, guiding

Also known as the consultant, professor, philosopher, or sage, Expert brands bring their vast and often highly-specialized expertise to bear in helping customers solve specific problems and navigate the intricacies of life. They are often known to teach, advise, and guide customers rather than merely offering a simple solution that a customer employs on their own. Experts make their customers smarter.