Main fear: loneliness and being unloved

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Kochanek is a sensual, emotional brand. It follows the voice of the heart. It focuses on sensual pleasure, it is close to another person. Kochanek, contrary to appearances, fits not only erotic brands, but also those for whom the highest value is closeness and relationship with another person, love and sensual pleasure. Typical Kochanek are Durex, Victoria's Secret but also Merci and Chanel.

Direction of striving: belonging and chaos

Main desire: sensual pleasure

Goal: to have a good relationship with the people you love



The Gift: Gratitude and Devotion

Companion
He is definitely on the side of belonging to another person. Quiet, not sticking out, fitting into the environment. The companion focuses on realism and unpretentiousness. He discreetly helps others and does not have the twitter database habit of taking on the merits of others. This archetype is good for brands of everyday products, such as Saga and IKEA.

Direction of striving: order and belonging

Main desire: to be close to people, to maintain good relationships with them

Goal: to fit in with the surroundings

Main fear: standing out from the group and therefore being rejected by it

Gift: Realism and empathy

Innocent
A brand with a big heart. Innocent wants to be happy, afraid to do something for which he will be punished. However, he is characterized by optimism, believes that the world is good. Innocent-Brand makes people feel good, at ease with him, because he diverts attention from what is bad and draws attention to the good sides of life. This is exactly how Coca-Cola or McDonald's presents itself.