PERRIER, the Magician Archetype
Motto: I make things happen.
Core desire: understanding the fundamental laws of the universe
Goal: to make dreams come true
Greatest fear: unintended negative consequences
Strategy: develop a vision and live by it
Weakness: becoming manipulative
Talent: finding win-win solutions
The Magician is also known as: The visionary, catalyst, inventor, charismatic leader, shaman, healer, medicine man
Concerning PERRIER:
- the product is transformative : We feel crazy
- its implicit promise is to transform customers : to become someone with a strong identity
- it has a new-age quality : there is a constant innovation in the taste and design
- it is user-friendly
- has spiritual connotations
- it is a very new, contemporary product : the design and the limited editions
- it is medium- priced
BADOIT, the Jester archetype
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 others
Strategy: play, make jokes, be funny
Weakness: frivolity, wasting time
Talent: joy
Concerning Badoit:
- it gives people a sense of belonging
- it helps people have a good time (during the meal)
- it is moderately priced
- it is produced by a fun-loving company
- it needs to be differentiated from self-important, overconfident established brands
