The Jester

Motto: You only live once

Core desire: to live in the moment with full enjoyment

Goal: to have a great time and lighten up the world

Greatest fear: being bored or boring othersStrategy: play, make jokes, be funny

Weakness: frivolity, wasting timeTalent: joy

The Jester is also known as:The fool, trickster, joker, practical joker or comedian

The Jester may be a good identity for brands:- that give people a sense of belonging

that help people have a good time
that are low or moderately priced
that are produced by a fun-loving company
that need to be differentiated from self-important, overconfident established brands

Examples of Joker brands:

Kim's, Tivoli, Fanta.