THE BRAND ESSENCES 1. The Yearning for Paradise

Innocent Explorer SageCORE DESIRE Experience of Freedom to find out who

you are through exploration

The desire for truth

GOAL Paradise To experience a better, more authentic, more fulfilling life

To use intelligence and analysis to understand the world

FEAR To be happy Getting trapped, conforming, inner emptiness

Being duped, misled; ignorance

STRATEGY Do things right Journey, seek out and experience new things, escape from entrapment and boredom

Seek out information and knowledge; become self- reflective and understand thinking processes

GIFT Faith and optimism Autonomy, ambition, ability to be true to one’s own soul

Wisdom, intelligence

TRAP Getting hurt, heartbroken by the big bad world out there

Aimless wandering, becoming a misfit

Studying endlessly; not acting

BRAND Disney, Forest Gump, Coca Cola

REI, Levi’s, Starbucks Ivy league institutions, Einstein,Discovery Channe

www.theepicbrand.com© Kat Tepelyan

Brand archetype table adapted from Margaret Mark & Carol S. Pearson’s The Hero and the Outlaw

THE BRAND ESSENCES 2. Making an Impact on the World

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Hero Outlaw MagicianCORE DESIRE Desire to prove one’s

worth through courageous and difficult action

Revenge or revolution Knowledge of the fundamental laws of how the world or universe works

GOAL Exert mastery in a way that improves the world

To destroy what is not working (for oneself or society)

Make dreams come true

FEAR Weakness, vulnerability, “wimping out”

Being powerless, trivialized, inconsequential

Unanticipated negative consequences

STRATEGY Become as strong, competent, and powerful as you are capable of being

Disrupt, destroy or shock Develop vision and live it

GIFT Competence and courage

Outrageousness, radical freedom

Finding win-win outcomes

TRAP Arrogance, developing a need for there always to be an enemy

To go over to the “dark side”, criminality

Becoming manipulative

BRAND Superman, US Army, Nike

Rolling Stone Magazine, Madonna,Harley Davidson

Mastercard,New Age paths / teachers, Martin Luther King Jr.

www.theepicbrand.com© Kat Tepelyan

Brand archetype table adapted from Margaret Mark & Carol S. Pearson’s The Hero and the Outlaw

THE BRAND ESSENCES 3. No one is an Island

Regular Guy/Gal Lover Jester

CORE DESIRE Connecting with others Attain intimacy and experience sensual pleasure

To live in the moment with full enjoyment

GOAL To belong, fit in Being in a relationship with other people, the work, the experiences, the surroundings they love

To have a great time and lighten up the world

FEAR Standing out, seeming to put on airs, and being exiled or rejected as a result

Being alone, a wallflower, unwanted, unloved

Boredom or being boring

STRATEGY Develop ordinary solid virtues, the common touch, blend in

Become more an more attractive- physically, emotionally, and in every other way

Play, make jokes, be funny

GIFT Realism, empathy, lack of pretense

Passion, gratitude, appreciation, commitment

Joy

TRAP Give up self in order to blend in, in exchange for acceptance on a superficial level

Doing anything and everything to attract and please others, losing identity

Frittering away one’s life

BRAND Wendy’sSaturn Automobiles GAP

Victoria’s Secret Bill Clinton Chanel

Most Comedians Geiko Ben & Jerry’s

www.theepicbrand.com© Kat Tepelyan

Brand archetype table adapted from Margaret Mark & Carol S. Pearson’s The Hero and the Outlaw

THE BRAND ESSENCES 4. Providing Structure to the World

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Caregiver Creator RulerCORE DESIRE Protect people from

harmCreate something of enduring value

Control

GOAL To help others Give form to a vision Create a prosperous, successful family, company or community

FEAR Selfishness, Ingratitude Having mediocre vision or execution

Chaos, being overthrown

STRATEGY Do things for others Develop artistic control and skill

Exert leadership

GIFT Compassion, generosity Creativity and imagination Responsibility, leadership

TRAP Martyrdom of self, entrapment of others

Perfectionism, miscreation Being bossy, authoritarian

BRAND Campbell’s soup YMCAHospitals

Leonardo da Vinci Crayola Sesame Street

US Government MicrosoftHilary Clinton

www.theepicbrand.com© Kat Tepelyan

Brand archetype table adapted from Margaret Mark & Carol S. Pearson’s The Hero and the Outlaw