2. The Hero
aka Reuben
The hero’s main motivator is to prove their worth, and their greatest fears are weakness and failure. Think Erin Brokovich or Michael Jordan. At their best they are brave, determined and skilful – at their worst they are arrogant, aggressive and ruthless.
Hero customers value quality and efficiency in their products. They like to think their consumer choices will put them ahead of everyone else, and aren’t likely to be swayed by cute or funny adverts.
Hero brands promise triumph.
Hero businesses promote themselves as good quality and superior to their competition. The worst thing that can happen to a hero business is for a competitor to be rated higher or proven to be better value.
Who does this well? FedEx.
Reuben built what I think is the A-team; we’ve got a hero, a sage, a magician, an explorer and a creator… and we all want to knock it out of the park for him. That’s a good leader.
12. The Sage
aka Kent
The sage seeks the truth and wants to find the wisdom in every situation. Their biggest fears are being misled and being ignorant. Think Yoda or David Bowie. At best they are wise, articulate and open-minded, at worst they are pedantic, self-absorbed and cold.
Sage customers believe that knowledge comes from growth, and constantly look for new sources of information. They prefer ads which challenge them to think in a new way.
Sage brands promise wisdom.
Sage brands promise learning and therefore often make use of higher level vocabulary and symbolic imagery. They trust their customers to grasp difficult ideas and understand intellectual in-jokes, and should avoid becoming too dumbed-down or patronising.
Who does this well? National Geographic Channel.
Kent strikes me as the big brother to the crew. He’s forward thinking, he’s not reactive but proactive. A scholar and a teacher.
6. The Explorer
aka Zach
The explorer craves adventure and wants to discover the world for themselves. They fear conformity and inner emptiness. Think Indiana Jones, or Amelia Earhart. On a good day they are independent, ambitious and spiritual, on a bad day they are restless, aimless and flaky.
Explorer customers embrace brands that promote freedom and self-discovery, especially those that invite the customer to embark on a journey with them. They are unlikely to be swayed by domestic-focused ads.
Explorer brands promise freedom.
Explorer brands promote themselves as a means to help others experience the new and unknown. The worst outcome for an explorer brand would be to come across as too rigid or corporate.
Who does this well? GoPro
The video below is quite long for a commercial (4min) but wow, it’s incredibly inspiring. Just look at how much this little GoPro has seen and lived through and it’s SOOO TINY… not to be underestimated. It’s waterproof, freeze proof, drop proof… I think of Zach and the 300+ listings he’s managing for Hooters and the juggling act between WordPress, AI, Strategy, Storytelling, Analyzing, Researching, etc. he’s the strongest muscle we have which makes him the heart of the team. I’d probably tap out with 50 listings #notgonnalie
9. The Magician
aka Romain
The magician wants to understand the universe and their place in it, but they fear unintended negative consequences of their exploration. Think Nikola Tesla or Steve Jobs. On a good day they are driven and charismatic with a capacity for healing, on a bad day they are manipulative, dishonest and disconnected from reality.
Magician customers need to feel they can grow wiser or influence people by using your products. Ads should be as imaginative and inspiring as possible.
Magician brands promise knowledge.
Magician brands promote themselves as the gateway to transformative knowledge and experience. They focus on the individual rather than the group, and flatter the customer by telling them to trust their own instincts (and make the purchase). The worst things a magician brand can be seen as are too structured, regulated or hollow.
Who does this well? Disney
Romain has a certain “je ne sais quoi” – someone made a wish for a reporting template that serve as a sword against competing agencies. Then suddenly, from out of his sleeve Romain pulls out the exact same sword. I could be wrong but it all felt so magical. AND he definitely doesn’t want to step on anyone’s toes lol but if you make a wish, I think this is the guy who WANTS to make it happen.
5. The Creator
aka Christien
The creator is driven by their desire to produce exceptional and enduring works, and they are most afraid of mediocrity. Think Frida Kahlo or Doc Brown in Back to the Future. At their best they are imaginative, expressive and innovative – at their worst they are self-indulgent, melodramatic and narcissistic.
Creator customers shun advertising in general but may enjoy experimental, boundary-pushing or novel ads. Creator types are a difficult category to appeal to, but successful creator brands often develop a devout fanbase.
Creator brands promise authenticity.
Creator brands often position themselves as the key to unlocking a creator’s creativity. The worst thing a creator brand can be perceived as is inauthentic or ‘sell-out’.
Who does this well? Apple
Yeah I got some flare…
