Sage Brand Archetype


The holders of wisdom. The gate keepers of knowledge. The experts and scholars. The Gandulfs and the Yodas. Always on the quest for truth and knowledge. Sat behind dusty books or mixing chemicals in laboratories. This is the archetype known as 'The Sage'.

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 Sage brand archetype building on the work of Margret Mark and Carol S Pearson in their book "The Hero and the Outlaw".