Graeme Newell

The seventh archetype is The Unifier. The purpose of The Unifier is rooted in Maslow’s concepts of esteem and self-actualization. Their goal is to mobilize individuals to join a movement.

Type: Esteem/Self
Category: Purpose
Archetype: The Unifier – Commanding individuals to join a movement
Fiction: William Wallace
Non-Fiction: Bono, Abraham Lincoln, FDR, Yves Chouinard, Susan B. Anthony

The symbol of The Unifier is Scottish freedom fighter William Wallace, from the movie
Braveheart. Brands with The Unifier archetype seek to lead others. They want to set the standards of the future. In the words of William Wallace, “Help me. In the name of Christ, help yourselves. Now is our chance. Now. If we join, we can win. If we win, well then we’ll have what none of us has ever had before: a country of our own.”

The archetype can be broken down into four subcategories:

  • Community builders: Whole Foods
  • Revolutionaries: Terracycle, Veritable Vegetable, Revolution Foods
  • Uplifters: Fenugreen
  • Supporters: Prana

Explore the Unifier brands

Whole Foods




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