The Lover is brave enough to go against convention, driven by the need to connect with another. They are positive and courageous, bringing out the best in others and seeing love as a universal force. The Lover creates meaning, passion, and connection. Frownies has been building this way for over 130 years, and the Fifth-Generation Female Owner and Face of Frownies, Helen Morrison, gifted us with some incredible insight into what it looks like to be a Lover in the world of commerce.

The Creator naturally tears down and rebuilds, moving toward positive change. A tenacious visionary and a dreamer who pursues their goals with unwavering dedication, confidence, and willingness to take risks. The Creator has a strong sense of vision, sometimes restructuring traditional forms. When it comes to brands that exhibit this archetype, Só Dança is an easy choice. Helena Hines, Chief Operating Officer at Só Dança, shares what it's like to be a Creator in a space that's needed some restructuring for a very long time.

Everyman brands may have amazing stories, great products, and incredible people behind them, but they aren't trendy. We do tend to forget how important they are and how different life would be without them. The Everyman is always within reach, always there for us. But this wasn't everyone's favorite result when taking the Archetypes quiz. Jesse Lazarus, Orchid Bertelsen, and Kris Gösser explain why their initial reaction to the Archetypes quiz result of “The Everyman” left them less than impressed and what they’ve come to think of themselves and brands in The Everyman category since then. 

Brands that act as The Jester appeal not to the reason and logic center of our brains, but to the emotional center of our gut. In our personal lives and in business, we often need the reminder to not take things too seriously. Denise Foley, Vice President of eCommerce and Direct to Consumer at The Bollman Hat Company, gives us her thoughts on the role of the Jester and why we could all use more of the levity the Jester brings.

The Hero is the aspirational archetype that inspires and motivates with optimism and strength. Heroes are there for us, offering security and a reason to be better tomorrow than we are today. We've looked at the Hero before in this season of Archetypes, but not all Heroes are alike. Listen now as Ian Leslie, CMO at Industry West, shares his take on what it means to be the Hero as a person and as a brand, including some of the pressures, the positives, the negatives, and why it all matters in the scope of the broader story.

The Sage brings wisdom to those who inquire and mentors those who seek guidance in a kind, calm, and steady manner. They have accumulated knowledge and experience over time and are a valuable resource for others. A brand that acts as a wise Sage can help us open our minds to wisdom and create a more equitable world. What if, as a merchant, you could go to that one place and get the support and guidance you need? What if that one place has so much experience that you can learn from them and know they are on your side? That is the layer of value Adobe adds. Listen in as Nitu Walker represents Adobe as The Sage.

The Outlaw defies, disrupts, and brings change by paving their own way. They challenge established ways of thinking, by pioneering and innovating fearlessly. The Outlaw represents the world of possibility that comes when coloring outside the lines. Meet our Outlaw, TUSHY Founder Miki Agarwal, and hear how she is taking the world by [sh*t]storm and will not apologize for it.

When a brand discovers the needs of their consumers and then provides them with that well, that is magic. For Keely Copeland, Founder of Second Chance Initiative, building a brand was about solving a problem that was bigger than her. She saw a need, she dreamed of a different way to meet that need, and then she began to build a brand that would bring hope to not just consumers, but also the women involved with the creation of their products. Listen now to this episode of Archetypes!

For a customer to have a seamless experience while dealing with grief and trauma requires exceptional service and unbelievable logistics infrastructure. They need care. For the three founders at Titan Casket, Scott Ginsberg, Joshua Siegel, and Liz Siegel, this is core to their story as a brand. Listen now to this episode of Archetypes!

What does it take to build a brand that stands out as a Hero? How does the Hero’s story inspire us and bring about positive impact in the world around us? Listen now as Ju Rhyu shares with Phillip some of her Hero’s journey in building Hero Cosmetics!