The fourth archetype is The Guide. The purpose of The Guide is rooted in Maslow’s concept of love. Their goal is to help facilitate individual progress.
Type: Love Category: P to P Archetype: The Guide – Facilitating individual progress Fiction: Mr. Miyagi, Glinda Non-Fiction: Salman Khan, Neil Degrasse Tyson, Seth Godin The symbol of The Guide is Mr. Miyagi from the movie The Karate Kid. Brands with The Guide archetype are teachers. They want to help others navigate the world. They are wired to educate. In the words of Mr. Miyagi after Daniel asked if he could teach him the crane technique, “First learn stand, then learn fly. Nature rule, Daniel-san, not mine.”
The Guide archetype can be broken down to the following four subcategories:
Information empowerers: Google
Teachers: Khan Academy, Fidelity Charitable
Champions: Boston Beer, d.light
Nurturers: King Arthur Flour
Explore the Guide brands
Google
Khan Academy
D.light
Fidelity
King Arthur flour
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