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Jester Brand Archetype

Life is fun. Laughter and joy. Entertainment until it comes out of your ears. This is the upbeat and positive world of 'The Jester'. The archetypal character who embodies entertainment and fun and who is always looking to bring a joy and excitment.

Archetypes are recognisable patterns of human behaviour which are often amplified in stories. In turn, stories are the way we make sense of the world around us. For those involved in the disipline of 'managing meaning' archetypes become a powerful tool which enable brands to tell powerful stories. They help teams build extraordinary meaning and create remarkable creative work because archetypes help to communicate on a deep psychological level with their audiences. More on the power of archetypes here.

In this post we will review the Jester brand archetype building on the work of Margret Mark and Carol S Pearson in their book "The Hero and the Outlaw".

An introduction to the Jester Archetype

Jesters exist to have fun and fill their lives with enjoyment. Living in the moment, having a great time and enjoying life is what they are known for. As captivating entertainers, they are often funny and playful. They use their talents to bring smiles to people’s faces.

  • Desire: to have a great time and lighten up the world

  • Goal: to have fun

  • Greatest Fear: boredom

  • Strategy: to live in the moment with full enjoyment

  • Vulnerability: time wasting

  • Talent: joy

  • Motto: "if you’re not having fun, you’re doing something wrong"

Jesters believe life should be fun. They live in the moment. They hate being bored and are always looking for things which are entertaining and enjoyable.


Nothing is serious with Ben and Jerry's ice cream.

Examples of images and brands which embody the Jester Archetype can be found on my specially curated Pinterest board here. Note: I will be frequently updating this board as I come across new Jester images so bookmark it!

Brands which embody the Jester: Ben & Jerry’s, M&M’s, Fanta, MailChimp, Compare the Market.


According to Mark and Pearson, the Jester sits in the quadrant of archetypes which serve the customer motivation of 'Belonging'. According to Maslow's hierarchy of needs, this archetype therefore serves one of the higher levels of human needs.

The archetypes motivation is that of belonging. It appeals to those who want to have fun and enjoy life.

Brand Archetype Map

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