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PRIMAL ASSETS

Archetypes and Motivation Motivation:

Stability & control

Belonging & enjoyment

Risk & mastery Hero

Independence & fulfillment

Creator

Jester

Innocent

Caregiver

Regular Guy/ Outlaw Gal

Explorer

Ruler

Lover

Magician

Sage

Customer Fear

Financial ruin, Exile, orphaning, ill heath, abandonunconment, entrolled gulfment chaos

Ineffectuality, impotence, powerlessness

Entrapment, selling out, emptiness

Helps People

Feel safe

Achieve

Find happiness

Have love/ community

Figure 1.4

tiďŹ es the archetypes most important to the fulďŹ llment of the four basic human needs. Heroes and Outlaws shows how archetypal theory provides a sound, proven methodology for establishing a memorable and compelling brand identity, one that can withstand the test of time, cross lifestyle and cultural boundaries, and translate into success that endures.

Profile for Lewis Lafontaine

Mack, Margaret - Hero and Outlaw Archetype  

Mack, Margaret - Hero and Outlaw Archetype  

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