Brand Summaries
Greenport, NY
March 16, 2011
1. Innocent: Sense of wonder (like a little kid), ideas of paradise, ads for vacation
destinations, museum of Television and Radio (LA and NYC), Chicken Soup for the Soul
books, Whole Foods, “Teach the World to Sing” Coca Cola ad, Tom Hanks and Meg
Ryan in Sleepless in Seattle, Forest Gump, Ikea, Baskin Robins, Ronald McDonald.
2. Explorer: Trying to find a better world, desires to travel somewhere or be on the move,
usually a solitary activity. Ford Explorer, Jeep, Huck Finn, Homer’s Odyssey,
freelancers, stumble upon, channel surfing. (Side note: Starbucks is named after a
character in Moby Dick – it is an explorer brand).
3. Sage: Someone that transmits knowledge. It can be anyone throughout history, or it
can be someone current. Oprah (and her book club); Persephone (and her understanding
of the underworld and the connection of ordinary life and death). Also there are sage
organizations such as universities.
4. Hero: Singular journey triumphing over evil. Usually someone who sees things
different or thinks differently. Oedipus, Hamlet, King Lear. A long time ago the post man
was a hero. FedEx is a hero brand as are the Armed Forces, Green marketing and Nike
5. Outlaw: Romantic figures in literature such as Robin Hood and Lex Luther. Butch
Cassidy and the Sundance kid, Bonnie and Clyde, the Godfather, Darth Vadar, Altamont
(following the innocence of Woodstock). They have a positive and negative side. Brands
include Harley Davidson and Captain Morgan.
6. Magician: They can transmit knowledge, but they are different from the sage because
they can transform something ordinary into something extraordinary. Harry Potter and
Yoda, Hotels (Travelodge), Cruise lines (Carnival), Mastercard’s “Priceless”
commercials, energizer bunny, Ponzi scheme.
7. Every person/Regular person: We identify with and feel like we belong. Democracy,
Seinfeld, The Dove Real Beauty Campaign. Basically brands that make friends with
people, initial launch of Saturn, we all secretly want to belong and be accepted
8. Lover: Romance, intimacy, deep friendship (much deeper level of intimacy than every
person), belonging. Cupid, Venus, Hallmark, Victoria Secret, Burger King
9. Jester: Trickster used to lighten things up. Shakespeare used these characters a lot.
Advertising is a jesters’ career. Lots of jester stuff is male oriented (Budlight etc)
Harold House
Box 445 Greenport, NY 11944
631.604.0400
10. Caregiver: Selflessness and protection, moats, fences, police, Mother Theresa,
Demeter (goddess of harvest), Florence Nightingale…Most Hospitals
11. Creator: Artist or innovator, painter, chef, crayola crayons, legos, cooking shows,
Sherwin WIliams Paint
12. Ruler: Leadership role, has control. Google and Microsoft.
Harold House
Box 445 Greenport, NY 11944
631.604.0400