The Sage

Motto: The truth will set you free

Core desire: to find the truth.

Goal: to use intelligence and analysis to understand the world.

Biggest fear: being duped, misled—or ignorance.

Strategy: seeking out information and knowledge; self-reflection and understanding thought processes.

Weakness: can study details forever and never act.

Talent: wisdom, intelligence.

The Sage is also known as: The expert, scholar, detective, advisor, thinker, philosopher, academic, researcher, thinker, planner, professional, mentor, teacher, contemplative.

The Sage would be a good identity for brands:

that provide expertise or information to customers
that encourage customers to think
that are based on new scientific findings or esoteric knowledge
that are supported by research-based facts
want to differentiate themselves from others whose quality or performance is suspect

Examples of Sage Identities:

Weekendavisen, CNN, Gallup, McKinsey & Co.