Twelve Archetypes

The 12 core brand archetypes, grouped into four families by what each one is chasing — the same framework behind every tool on this site.

• Discovery — Unschuldig, Weiser, Entdecker
• Change — Held, Rebell, Magier
• Connection — Jedermann, Narr, Liebhaber
• Order — Herrscher, Schöpfer, Fürsorglicher