Graeme Newell

The sixth archetype is The Challenger. The purpose of The Challenger is rooted in Maslow’s concepts of love and esteem. Their goal is to inspire individuals to take individual action.

Type: Love/Esteem
Category: P to P
Archetype: The Challenger – Inspiring people to transformative action.
Fiction: Maximus
Non-Fiction: General Patton, Phil Knight, Winston Churchill, Tony Robbins, Oprah

The symbol of The Challenger is Maximus from the movie
Gladiator. Brands with The Challenger archetype seek to become change agents. They want to inspire individuals to become a better version of themselves. In the words of Maximus, “Three weeks from now, I will be harvesting my crops. Imagine where you will be, and it will be so. Hold the line! Stay with me! If you find yourself alone, riding in the green fields with the sun on your face, do not be troubled. For you are in Elysium, and you’re already dead! [Cavalry laughs] Brothers, what we do in life… echoes in eternity.”

This archetype can be broken down to the following subcategories:

  • General excellence as a goal: Nike
  • Build and empower a community: Lego, Barbie
  • Lifestyle: Starbucks
  • Build a better system: New Leaf Paper
  • Solve a problem: Western Union

Explore the Challenger brands




New Leaf Paper


Western Union

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