Today, brands are not judged on the stories they tell.  They are judged on what they do and how they behave.

 

Until these behavioral archetypes were developed, brands were limited to Carl Jung's narrative archetypes—Ruler, Sage, Innocent, Explorer, Ruler, Creator, Caregiver, Magician, Hero, Outlaw, Lover—that were grounded in storytelling and mythology.  

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The Nockwood behavioral archetypes were developed from a deep analysis of historic attempts to categorize human behavior—from Philosophy, Astrology, Alchemy, Psychology and modern brain science.  Six core behavioral drivers were identified and combinations of these dynamics were paired to create a complete spectrum of different behavior types.