The Innocent is an optimist who can only see the good in people and life. They enjoy the simple things - stop to smell the roses and smile at strangers. They are pure at heart and in action, so are slow to judge and quick to forgive. Free of corruption, the Innocent seeks harmony in the world.
Always looking on the brighter side of life, Volkswagen positions itself as a happy car no matter what is going on in your life or at what stage in life you are in. With the outlook on life 'don't worry be happy', Volkswagen lives in a utopian world of smiles and positive thinking.
The Innocent is all about happiness and Volkswagen’s Beetle embodies the Innocent brand attributes perfectly. From the sweet, friendly design through to the trusting, honest and happiness orientated marketing. The Volkswagen Beetle is a brand that takes things lightly and enjoys those simple pleasures in life.
Probably Australia's most beloved brand, Qantas has cemented themselves as a true Australian icon that taps into the nostalgia of returning home and being with family.
Their trusting, honest approach emphasises their wholesome brand positioning. They are all about creating happiness and joy shared by those that get to fly home, discover the world or are simply on a holiday.
Based on the concepts of 12 Personality Archetypes by Swiss psychologist Carl Jung, we believe that in modern society these 12 Archetypes can be effectively utilised in branding a business, and give them attributes that can enhance or cement their message. These personalities are based on different motivations for the observer.