The archetype of the sage
We distinguish 12 classic archetypes that comprehensively describe the identification and characteristics of each brand. Choosing the right one is key in choosing the direction of your advertising campaign.
The archetype of the sage
The Sage is an archetype ideally suited to brands that convey information, share specialist knowledge and strive for broadly understood objectivity. Usually, they also share a commitment to continuous learning, development and research. The Sage is an archetype ideally suited to brands that convey information, share specialist knowledge and strive for broadly understood objectivity. Usually, they also share a commitment to continuous learning, development and research.
Characteristic:
- Motto: The truth will set you free
- Desire / Purpose: Use intelligence to understand the world
- Fear: To be ignored, deceived on the false path
- Strategy: Search for information and knowledge, self-reflection, self-understanding,
- Talent: A large body of knowledge and a high IQ
- Brands using this archetype: Consulting firms, CNN, McKinsey etc, Philips, Google, HSBC
- Also Known As: Expert, Detective, Advisor, Thinker, Philosopher, Research Scientist, Planner, Professional, Teacher, Contemplative Observer
- Color: Blue, navy blue
