Archetypes

Archetypes: The Jester

‘Life moves pretty fast. If you don’t stop and look around once in a while, you could miss it.’ The iconic quote from ‘Ferris Bueller’s Day Off’ defines the essence of the Jester, the archetype that just want to have fun! The clown, the trickster, the comedian and that friend who is the life of the party embody the symbol, translating our desire to seize the day (carpe diem!), enjoy the here and now and, consequently, spread joy.

The Jester is happy, irreverent, sometimes ironic and always willing to break the rules for the fun sake, like that little devil who couldn’t care less for convention. In our stressed and stressful society, it is a kind of escape route, reminding us of the need to let go and embrace a good laughter. Nonetheless, the archetype may be associated with irresponsibility and pranks, which can shake a brand reputation if costumer services is not taken seriously.

Speaking of brands, those that invites us to immediate pleasure and aren’t linked to healthy habits, nutrition or the politically correct are great examples: M&M’s chocolates, Pringles’ chips, Ben & Jerry’s ice cream, Pepsi… In fashion, there are the ironic ads from Diesel (‘Be Stupid’) and Moschino (mocking brands like Mc Donald’s and Barbie, vibrant colours, childhood references), by the way, kidults are a perfect example of the archetype’s wish to keep our inner child alive.

In branding terms, the application can work with brands that prioritize humour and fun in the products and in the organizational culture; are willing to break some rules and even mock other brands to positioning themselves in the market. Keep in mind that the joy and lightness of the Jester bring people together and can lead to fun, innovative and remarkable products!

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