The JESTER
JESTER brands help people to live in the moment. They lighten the world – often with their wicked intellect.
Famous JESTER characters include Jim Carey, Mr Bean & Miranda.
The JESTER archetype is great for brands that perform or provide entertainment that provokes emotional engagement.
Brands wanting to adopt the JESTER archetype will need a playful tone of voice to differentiate from other established brands who may seem a bit smug!
If your organisational culture is fun-loving and freewheeling, then the JESTER archetype may be a good fit for you.
Typically attention grabbing and difficult to ignore, JESTER brands often give the impression of impulsive, spontaneous rule-breaking.
The Jester - Key Facts
Motto
Life is for living – let’s enjoy it!
Also Known As
Entertainer, Clown, Performer, Provocateur, Shapeshifter
Why People Love You
You remind them to enjoy the moment they are in
Goal
To enjoy life & help others do the same
Human Desire
Joy
Brand Values
Joy, Delight, Excitement, Energy, Fun
Brand Behaviours
To play, make jokes, see the funny side, be funny & not take life too seriously.
Brand Characteristics
Playful, Charismatic, Energetic, Mischievous, Entertaining, Magnetic, Gregarious
Famous JESTER Brands
OATLY: “If we wanted to be one of those gigantic food corporations or have some old man behind a wooden desk in a tall building make decisions for us, we would all quit our jobs and go work for an old man behind a wooden desk in a tall building making gigantic food company decisions for us.”
JESTER: “Be like the Money Calm Bull and Get Money Calm.”
Related Archetypes
Archetypes which also have Belonging as their human drivers e.g. LOVER & CITIZEN.
The JESTER archetype often compliments one of the other archetypes as the provider of ‘fun’ and ‘energy’ for a brand.
Want to know more about the JESTER archetype?
Access everything you could possibly need to know about the JESTER, including swipeable ideas for your brand, in the SME Marketing Academy.