Human Driver: Independence & Understanding


SAGE brands often promote continuous learning.  The SAGE is concerned with knowledge, research and expertise.

Famous SAGE characters include Dumbledore, Gandalf, Aslan, Sherlock Holmes and Rufus from Bill & Ted’s Excellent Adventure.

If your business encourages its customers or clients to think, then the SAGE archetype might be a good match for you.

The SAGE archetype is typically relevant when the quality of the brand is clearly supported by hard data and facts

Brands who adopt the SAGE archetype may have made a scientific breakthrough or they may be institutions which promote learning and knowledge.

Typically, brands who embody the SAGE archetype are often moderately or high priced.

The Sage - Key Facts


The truth will set us free

Also Known As

Detective, Mentor, Shaman, Translator, Expert, Teacher, Thinker

Why People Love You

They can come to you for answers when they have questions


To use intelligence to understand the world

Human Desire


Brand Values

Accuracy, Scientific, Logic, Education & Learning

Brand Behaviours

Seeks knowledge & information, understands thinking processes

Brand Characteristics

Thought leadership, Wisdom, Research based, Genius, Analytical

Famous SAGE Brands

HARVARD: “The mission of Harvard College is to educate the citizens and citizen-leaders for our society. We do this through our commitment to the transformative power of a liberal arts and sciences education.”

TED: “TED is a global community, welcoming people from every discipline and culture who seek a deeper understanding of the world. We believe passionately in the power of ideas to change attitudes, lives and, ultimately, the world.”

Related Archetypes

Archetypes which also have Independence as their human drivers – EXPLORER & INNOCENT.


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