The revolutionary. The Magician brand archetype is an innovator, creating remarkable things seemingly from thin air. They are masters of transformation, frequently reinventing themselves. They’re capable of turning a negative into a positive, but they can also do the reverse.
The Magician Brand Archetype
The core of the magician brand is transformation. Like the rebel, they challenge the status quo. They often combine disparate elements or items to create something new, shocking, useful or entertaining. The magician brand often, but not always, has a reputation for having access to restricted knowledge, interesting expertise or seeming prescience.
Brand Promise: Uncommon knowledge
Goal: Make dreams come true.
Strategy: Develop a compelling vision.
Personality to project: The catalyst, the innovator, the inventor.
Ideal Customer: Customers who are loyal to this brand archetype need to feel as if they’ve grown smarter, wiser or just plain better from using the brand’s products or services value. These folks are valuable customers to have because they provide word of mouth advertising.
Weakness: Can be perceived as too off the wall or eccentric. But if the brand strategy focuses on evocative marketing infused with enigma then this archetype can be quite effective.
On the surface, there’s not much to Mary Kay. They sell cosmetics and skin care products. But under the hood, they provide a potentially lucrative business opportunity. Their slogan, Enriching women’s lives, speaks to this. Of course, the products themselves offer transformation—younger looking skin, blemishes that vanish, etc.
Snickers’ recent ads, with their ‘You’re not you when you’re hungry,’ tagline, elevate the brand from a mere confection to a cultural phenom. The ads suggest that the candy bars have some eerie transformational power. Of course, the transformational ‘power’ here is sugar. But the messaging is clear. The implication is clear too: you’ll be a better you with some Snickers in you.
Dyson took something rather boring—the vacuum cleaner—and turned it on its ear. In so doing, it became a household name. A vacuum cleaner that improves upon the tried and true standard design is indeed a magic trick.