Some brands just have a special place in our hearts. We connect to them, we enjoy their storytelling, and may even have a weird sense of loyalty to them over other brands. Why? Because those brands have a solid alignment to an archetype — A personification of a basic human desire that, when used properly, make it easy to connect with target audiences. There are 12 Master Archetypes. Where does your brand align?
Drag and drop your answers to sort them in order of relevance. The top answer should be the one that aligns most with your brand and the bottom should align the least.