THE JESTER

IF I CAN’T DANCE, I DON’T WANT TO BE PART OF YOUR REVOLUTION

The Jester seeks a sense of belonging and pursues that by expressing themselves through humor. They are driven by their appreciation for life and believe that you should live in the moment and not take life too seriously. They have an unorthodox perspective which allows them to take a more light-hearted approach to things, however this sometimes leads them to being perceived as disrespectful and frivolous when certain situations are not to be taken lightly.

This archetype is also called the Clown, Comedian, Entertainer, Fool, Joker, Performer, Practical Joker, Prankster, Provocateur, Punster, Shapeshifter, or Trickster.

Jester Marketing Opportunity

M&Ms+Logo-1
Progressive+Logo
Old+Spice+Logo-1
Dollar+Shave+Club+Logo

The Jester is a promising archetype to provide identity for brands:

  • Whose use helps people belong or feel that they belong

  • Whose function helps people have a good time

  • With pricing that is moderate to low

  • Produced and/or sold by a company with a fun-loving, freewheeling organizational culture

  • That need to be differentiated from a self-important, overconfident established brand

 

MARKETING APPROACH | Seeing the value in having a good time and relaying that message to others allows others to be more spontaneous in their own lives

TONE | Amusing, Energetic, Entertaining, Enthusiastic, Exciting, Expressive, Fun-Loving, Humorous, Loud, Optimistic, Playful, and Uplifting

VALUE PROPOSITION | Help people have a good time

CUSTOMER FEAR | Exile, orphaning, abandonment, engulfment

 
 

 

Jester Mindset

Betty+White
Ellen+DeGeneres
Charlie+Chaplin
Jimmy+Stewart

GOAL | To enjoy life by bringing humor to the world

STRATEGY | Promotes a carefree, spontaneous, and enjoyable lifestyle by using satire to shed light on more pressing subjects

MOTIVATION | Belonging & Enjoyment

CALL | Boredom, Restlessness

CORE DESIRE | To live in the moment with full enjoyment

GIFT | Joy

CHAMPIONS | Amusement, Devil’s Advocate, Humor, Entertainment, Joy, Optimism, Satire, and Spontaneity

SUPER POWERS | Bringing out the best in people with their upbeat and comical attitudes towards life

SHADOW | Self-indulgence, irresponsibility, mean-spirited pranks

TRAP | Not being taken seriously due to their tendency to look at every situation frivolously and waste time

FEARS | Being considered boring or being bored themselves

TURN-OFFS | Boredom, Depression, Dictators, Discipline, Loneliness, Negativity, and Solemnity

 

 

The 12 Brand Archetypes

Archetypal+Values+Grid

So what is a ‘Brand Strategy’?

SOURCES

Mark, Margaret, Pearson, Carol, (2001). The Hero and the Outlaw: Building Extraordinary Brands Through the Power of Archetypes Hardcover - (Amazon Affiliate Link) pages 15, 53-262

The authors developed the 12 Brand Archetypes as a tool for marketing in 1995 and explained their methodology and ideas in their seminal book. Some of the content on this page are ideas cited directly to maintain correctness and some have been paraphrased where possible.