ALSO KNOWN AS
Clown, Entertainer, Provocateur, Shapeshifter, Trickster, Comedian, Practical Joker and Fool.
01
The Jester is all about having fun and living life in the moment. They not only love having fun themselves, they see it as their duty to be a ray of sunshine in everyone’s life around them.
02
They are optimists and can’t be kept down long due to their ability to see the good in every situation.
03
Jesters are young at heart and continue their child-like nature long after their friends have grown up and become serious.
CHARACTER
Jim Carey
STRENGTH / DRIVE
Fun, energetic, exciting, anything is possible, did we say fun? Typical Jester brands will embody these positive ideas and brand attributes: They're playful and spontaneous ... they remind us to lighten up and live in the moment ... Jesters love to bend the rules, see things from a fresh perspective, and engage in out-of-the-box thinking.
Fun
Happiness
Laughter
Togetherness
Positivity
Opportunity
Imagine having fun every day with your marketing! This isn't just a possibility, it's a guarantee!
Real possibilities happen when going head-to-head with less energetic brands (e.g. everyman innocent, caregiver) ... or going head-to-head with “serious” brands (e.g. ruler, outlaw, explorer, sage)
WEAKNESS / FEAR
The real danger is to not be taken seriously and be perceived as annoying.
Jester brands fear being bored or boring to others. The Jester can also make light of things that are perhaps actually serious issues, or promote something that is not actually good for you (think junk food, alcohol, etc.) The negative side of The Jester also includes being seen as frivolous or disrespectful.
Boredom
Gloom
Sadness
Loneliness
Negativity
Threats
The Jester Archeytpe is only successful when it is embraced 100% ... not 99.99%
DiffErent Levels
There are levels to each of the 12 different archetypes. The lower levels are less mature while higher levels are more developed.
Level 1:
The Jester expressed at level one sees life as a game. The only important thing is to just have fun!
Level 2:
Level two is more advanced. Here, the Jester is expressed by combining fun with resourcefulness/intelligence (resulting in things like practical jokes, or finding ways to get around rules). This is where the cleverness and innovation is developed.
Level 3:
At the highest level, the Jester knows that life is lived in the moment. If all we have is today, we should live each day to the fullest.
BIG IDEA
If you’re not having fun, you’re doing something wrong!
BRAND EXAMPLE
Ben & Jerry
DOES IT APPLY TO YOUR BUSINESS?
Does your business helps people have a good time?
Are your employees enjoying what they are doing?
Does your company culture allow employees to be more impulsive and spontaneous?
Do you have the ability to think outside the box and come up with innovative ideas?
Are you a master at brainstorming, reframing concepts, and presenting new perspectives?
Do you use clever or quirky a methods to help people see something differently?
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