12 archetypes
"To experience paradise"
Coca-Cola · Dove · McDonald's (classic)
"Freedom to find oneself"
Jeep · REI · Patagonia
"To find the truth"
Wikipedia · Coursera · Harvard
"To prove worth through courageous acts"
Nike · BMW · Adidas
"Revolution, revenge, freedom"
Harley-Davidson · Virgin · Diesel
"To make dreams real"
Disney · Apple · Tesla
"Belonging, connection"
IKEA · Wendy's · Levi's
"Intimacy, sensual pleasure"
Chanel · Victoria's Secret · Häagen-Dazs
"To live in the moment with full enjoyment"
Old Spice · M&Ms · Skittles
"To protect and care for others"
Johnson & Johnson · Volvo · UNICEF
"To create something of enduring value"
Lego · Adobe · Crayola
"Control, prosperity, prestige"
Mercedes · Rolex · Louis Vuitton
66 compound archetypes
Most real brands are a primary + secondary archetype. Apple = Magician + Creator. Tesla = Magician + Hero. Pick a pair to see names that satisfy both Placek profiles.