Of Heroes and Sages: A Field Guide to Brand Archetypes

Jung whispered that mankind dreams in twelve costumes. Dress your brand wisely and the minds of millions recognise you on sight.

The Court of Twelve

Archetype	Core Desire	Shadow	Modern Example
Hero	Mastery	Arrogance	Nike
Sage	Truth	Paralysis	Google
Explorer	Freedom	Aimlessness	Patagonia
Outlaw	Liberation	Destruction	Harley-Davidson
Lover	Intimacy	Indulgence	Chanel
Magician	Transformation	Manipulation	Disney
Caregiver	Service	Martyrdom	Johnson & Johnson
Creator	Innovation	Perfectionism	Adobe
Jester	Joy	Frivolity	M&M’s
Everyman	Belonging	Mediocrity	IKEA
Ruler	Control	Tyranny	Rolex
Innocent	Safety	Naïveté	Dove

How Malta Measures Archetypes

Our Archetype Heat-Map™ parses 10 000 social comments, scores language against Jungian lexicons and reveals the primary-secondary-shadow triad. No tea leaves—just data.

Choosing Your Cloak

Pick one, flirt with the neighbour, beware the shadow. A Ruler tinged with Caregiver inspires stewardship; a Ruler flirting with Outlaw invites revolt.

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