the SAGE BRAND ARCHETYPE

Also known as: Expert, Intellectual, Academic, Professor, Researcher, Wise Old Man

The Sage is driven by a desire to find truth through intellectual inquisition, to be perceived as a knowledgeable expert and teach others to do the same. They seek to meet this need by noticing problems, researching, testing and analyzing verifiable truths and sharing their findings.

Sage Brands provide customers with verifiable expert, insider knowledge and encourage them to think both critically and objectively. Common industries include Journalism, Podcasting, Media [Crime, Mystery, Documentary], Educational Institutions, Science & Medical Research, Internet Search Engines. 

SAGE BRAND ARCHETYPE CLIENT PSYCHOLOGY

Desire: To find truth through intellectual inquisition, to be perceived as a knowledgeable expert + teach others to do the same.

Motivation/Goal: To understand the world through intelligence, research, strategic analysis + proven facts.

Motto: “Truth will set you free.”

Biggest Fear: To be Duped, Mislead, or Proven Wrong. 

Strategy: Notice Questions/Problems, Research + Test Verifiable Truths, Analyze Results, Share Findings. 

Weakness:  Pomposity, Arrogance, Criticism, Judgment, Elitism.

Strengths: Wisdom, Wit, Intelligence, Objectivity, Evaluation, Objective Analysis.

SHADOW SIDE:

SHADOW QUALITIES: Judgmentalism, Pomposity, Criticism, Lack of Empathy, Out-Of-Touch With Reality

PRONE TO ADDICTION: Being Right, Sedatives, Psychedelics

SAGE BRAND ARCHETYPE INDUSTRIES 

Journalism, Podcasting, Media [Crime, Mystery, Documentary], Educational Institutions, Consultancies, Internet Search Engines, Science, Medical + Research Fields

SAGE BRAND ARCHETYPE PROMISE:

• Provide verifiable expert, insider knowledge to customers.
• Encourage and/or help customers to think critically + objectively. 
• Are based on scientific research, breakthrough discoveries or esoteric knowledge.
• Provide products that differentiate from competitors based on hard data. 

PRICE POINT:

Mid-High

CUSTOMERS FEEL: 

Like “secret insiders” to special knowledge, seekers of truth, logical, intelligent, autonomous.

DIFFERENTIATING FACTOR: 

Stands out from other brands whose knowledge quality, performance or knowledge may be suspect.

SAGE BRAND ARCHETYPE EXAMPLES: 

CORPORATE/POPULAR: Google, BBC, Oxford University, Harvard University, MIT University, TED Talks, PBS, National Public Radio, The Discovery Channel, The History Channel, Audible, Vice News, Mayo Clinic, The Smithsonian, Wall Street Journal, Bloomberg

MYTHOLOGICAL: Athena [Greek], Sophia [Greek], Oracle of Delphi [Greek], Saraswati [Hindu], Mímir [Norse] Sherlock Holmes, Yoda [Star Wars], Mark Watney [The Martian], Spock [Star Trek], Veronica Mars, Herminone [Harry Potter]

PERSONAL BRANDS: Eckhart Tolle, Oprah, John Nash, Tim Ferris, Neil deGrasse Tyson, Dr. Phil, Diane Sawyer, Michelle Obama, Anderson Cooper, Ben Shapiro, George Carlin, Dave Chapelle, Lex Fridman, Jordan Peterson, Stephen Hawking, Socrates, Plato, Marcus Aurelius, Aristotle, Galileo, Deepak Chopra