The Regular Guy or Girl

Motto: All men and women are created equal

Core Desire: connecting with others

Goal: to belong

Greatest fear: to be left out or to stand out from the crowd

Strategy: develop ordinary solid virtues, be down to earth, the common touch

Weakness: losing one's own self in an effort to blend in or for the sake of superficial relationships

Talent: realism, empathy, lack of pretence

The Regular Person is also known as:

The good old boy, everyman, the person next door, the realist, the working stiff, the solid citizen, the good neighbour, the silent majority

The Regular Person provides a good identity for brands:

that give people a sense of belonging
with an everyday functionality
with low to moderate prices
produced by a solid company with a down-home organisational culture
that need to be differentiated in a positive way from more elitist or higher-priced brands

Examples of Regular Person brands:

Netto, IKEA, DSB.