Belonging and enjoyment
The Jester
The one who refuses to take it seriously.
- Core desire
- Enjoyment
- Motivation
- Belonging and enjoyment
What they are like
The Jester lives in the moment and treats cheering everyone else up as a duty. Optimistic by default, hard to keep down, and determinedly young at heart long after their friends got serious.
How to brand to them
Be genuinely funny, and be it at the right moment. Lightness is a real differentiator when the timing is right — and a liability when it is not. Playfulness has to be the brand, not a campaign.
Brands the sources place here
Tango
Named as published examples of the archetype, not as clients or endorsements.