The Explorer archetype might provide a brand identity for your brand if ●
your product helps people feel free, is nonconformist, or is pioneering in some way. your product is rugged and sturdy or is appropriate for use in nature, on the road, or in dangerous settings or occupations. your product can be purchased from a catalogue, the Internet, or another alternative source. your product helps people express their individuality (e.g., fashion, furnishings). your product can be purchased and consumed “on the go.” you seek to differentiate your brand from a successful Regular Guy/ Gal or other more conformist brand. your organization has an Explorer culture.
and discovering. And tying this well-integrated retail concept together are the following words imprinted on the window next to the entrance to the store: “Polo Sport: Explorers, Travelers and Adventurers, Since 1970.” If Lewis and Bridger’s analysis in the Soul of the New Consumer is accurate, the Explorer archetype is strongly inﬂuencing consumer decisions at the beginning of the 21st century. Perhaps this is because we are all living in a new millennium. Sufﬁce it to say that this seems to be a particularly propitious time for Explorer brands.