the JESTER BRAND ARCHETYPE

Also known as: the Joker, Comedian, Fool, Trickster, Devil’s Advocate, Con Man, Clown

The Jester is driven by a desire to feel alive, have fun, entertain others and live life to the fullest. They seek to meet this need by making others happy through laughter, being the “life of the party” and reminding others to not take life too seriously. 

Jester Brands offer customers products, entertainment and/or services that help customers have a good time and feel present in the moment. Common industries include Entertainment, Recreational Venues, Stunt/Daredevil Sports, Men’s Self-Care Products, “Fun” Foods, Beer, Spirits, Tobacco, Illicit Substances, Toy, Reality TV. 

JESTER BRAND ARCHETYPE CLIENT PSYCHOLOGY

Desire: To feel alive, have fun, entertain others, enjoy life the fullest, “lighten up” the world.

Motivation/Goal: To have fun, live in the moment, to use humor to illuminate hypocrisy. 

Motto: “You only live once.”

Biggest Fear: Boredom or Boring Others. 

Strategy: To play, to make other people happy through laughter. 

Weakness:  Frivolity, Masked Depression, Hedonism, Self-Indulgence or Harm

Strengths: Joy, Enthusiasm, Courage, Being Present In The Moment, Wit, Charm.

SHADOW SIDE:

SHADOW QUALITIES: Self-Indulgence, Irreverence, Irresponsibility, Cruelty, Con-Artistry, Hedonism, Sloth, Cavalier

PRONE TO ADDICTION: Adrenaline, Cocaine, Sex, Alcohol, Cigarettes, “Downer” Drugs

JESTER BRAND ARCHETYPE INDUSTRIES

Entertainment, Entertainment/Recreational Venues, Amusement Parks, Resorts/Experiential Travel, Recreational, Recreational Sporting Clubs, Stunt/Daredevil, Men’s Self-Care Products, Professional Sporting Events, Gaming, “Fun” Foods, Beer + Spirits, Tobacco/Illicit Substances, Toys, Reality TV, Humorous Self-Help

JESTER BRAND ARCHETYPE PROMISE 

• Offer products/services that help people have a good time. 
• Give people a sense of belonging and/or bring people into the present moment. 
• Address “serious” issues in a comedic, satirical or unconventional way.  

PRICE POINT:

Low-Mid

CUSTOMERS FEEL: 

Playful, entertained, alive, “life is a comedy, not a drama!”

DIFFERENTIATING FACTOR: 

Differentiate from self-important, serious or over-confident brands

JESTER BRAND ARCHETYPE EXAMPLES:

CORPORATE/POPULAR: Geico, Progressive,  Supreme Streetwear, Ben & Jerry’s, M&M’s, SNL, South Park, The Onion, M&M’s, Dollar Shave Club, Doritos, Dr. Squatch Soap, Squatty Potty, Old Spice, State Farm, Snickers, Dos Equis Beer

MYTHOLOGICAL: Loki [Norse], Eris/Discordia [Greco-Roman], Dionysus/Bacchus [Greco-Roman], Prometheus [Greek], Sisyphus [Greek], Monkey King [China], Wisakedjak [Native American], Anansi [Africa], Hermes [Greek], Wade Wilson [Deadpool], Donkey [Shrek], Walter Sobchak [The Big Lebowski], Lloyd Christmas [Dumb and Dumber], Gracie Hart [Miss Congeniality], Annie Walker [Bridesmaids], The Joker [Batman], Cheshire Cat [Alice in Wonderland], The Mask, Captain Jack Sparrow [Pirates of the Caribbean], Mushu [Milan], Pied Piper

PERSONAL BRANDS: Melissa McCarthy, Robin Williams, Jimmy Fallon, Mae West, Steve Martin, Charlie Chaplin, Lucille Ball, Garrison Keiller, Bill Burr, Chelsea Handler, Amy Schumer, Chris Rock, Kristen Wiig, Charles Ponzi, Joe Rogan, Russel Brand, Ashton Kutcher