From Merlin to Harry Potter, Mary Poppins and Samantha in ‘Bewitched’, our obsession with everything magic comes from way back. Nevertheless, the Magician archetype is much more than a supernatural figure with a pointy hat and a wand. It is associated with transformation, dreams and change, as he believes that to make things happen we only need to rethink our attitudes. Yes, charisma and influence are two key aspects of the archetype and they are decisive to break the positive and negative sides, since its shadow can result in manipulation and a lot of selfishness.
To understand the application in branding terms, let’s focus on the definition of magic: something with the ability to affect our conscience and, consequently, our behaviour. Think about drinks like Red Bull and spirits in general, and beauty brands like Aveda and Kiehl’s created from the traditional use of herbs or apothecaries, or in those that promise to bring a spa to your home, like Clarins. All of them are embedded in feel-good sensations. And, of course, think how technology may help companies to promote themselves as Magicians by exploring apps, augmented reality, 3D etc. This even includes Pokemon Go (up to you to say if it is a good or a bad thing!).
In the fashion industry, wearable techs can be a feast for the archetype. Some examples of physical transformation agents would be clothes and accessories that moisturise the skin, warm or cool the body according to the outside temperature. A psychological/spiritual agent could include a change of colour following the wearer’s humour, helping him feel calmer or energised, and the use of gemstones or crystals to balance the mind and bring good vibrations.
The most important aspect of the Magician lies in the understanding of this connection between body and mind, and the ability to dream/imagine/create and put a plan in practice. You just need a catalyst to bring them together. Those millions of motivational, self-help titles, gurus and influencers who swear can transform our lives in a matter of days, and all the wellness industry, from clean eating to fitness and all kinds of holistic therapies out there are the ultimate evidence of the market demand for the archetype. Remember: there will always be more things in heaven and earth than are dreamt of in our philosophy. Apparently, we need to rely on them more than ever!