Print
Back to "The 12 archetypes"The Innocent
Motto: Free to be you and me
Core desire: to get to paradiseGoal: to be happy
Greatest fear: to be punished for doing something bad or wrongStrategy: to do things right
Weakness: boring for all their naïve innocenceTalent: faith and optimism
The Innocent is also known as:Utopian, traditionalist, naïve, mystic, saint, romantic, dreamer.
The Innocent provides an identity for brands that:- offer a simple solution to an identifiable problem
- are associated with goodness, morality, simplicity, nostalgia or childhood
- are low or moderately priced
- are produced by a company with straightforward values
- need to be differentiated from brands with poor reputations
Examples of "innocent" brands:
Irma, Novo Nordisk, Den gamle fabrik.| Read more about: | The Innocent | The Regular Guy or Girl | The Explorer | The Sage The Hero | The Outlaw | The Magician | The Lover The Jester | The Caregiver | The Creator | The Ruler |