Magician Brand Archetype


Transformation. Making dreams come true. Changing what it now to what could be through magic. Understanding the way the universe works and then getting things done. This is what the 'Magician' archetype is all about. The character who manages to pull solutions out of the bag without everyone quite knowing exactly how they have done it.

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' (e.g. storytelling and branding) archetypes become a powerful tool. They help teams build extraordinary meaning and create remarkable creative work because archetypes enable communication on a deep psychological level. More on the power of archetypes here.

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