The remaining brand archetypes are in between

[nusaiba128]

There are archetypes that are very distinct and thus are situated at the very ends of the axis. The typical representative of belonging is the Guardian, and independence – the Hero. The Ruler is most focused on stability, and the Rebel on risk.. Those that are in the same quadrant of the graph are very similar to each other, while the brands from the opposite quadrants on the diagonal line (A1 and B2, and A2 and B1) are the most different.

What are the characteristics of each brand archetype? Look at the individual archetypes-characters and examples of archetypes (I chose primarily brands that sell products/services, but Jung's archetypes function in exactly the same way for personal brands or, for example, public benefit organizations).

Character
Let's start with the archetype most strongly focused on independence. The doctor database hero is a very distinct brand archetype. He willingly takes risks and wants to achieve mastery in his field. He treats his bold and ambitious actions as confirmation of his own value. Hero brands are focused on self-fulfilment, but they are guided by the goal that their actions improve the world. This archetype fits innovative brands or those that want to be associated with hard work, almost impossible tasks. The hero archetype is represented by Duracell, for example.