This Brand Personality aims to make people feel secure or nurtured and is focused on generosity and compassion. Caregiver brands give entirely of themselves to make sure others are taken care of.
With people at the forefront of everything they do, Volvo prides itself on the status of being known as the safest car brand. Everything that they do and say focuses on producing a vehicle that will convey passengers to their destination safely, each and every time. Embodying the attributes of the Caregiver, Volvo is about safety, security and care.
They believe that they can end global poverty in this lifetime, by harnessing the power of the people. That's why Thankyou commits 100% of the profit from their products to help people in need. Starting with bottled water that helped fund water systems in third world countries, Thankyou has expanded to include products that support hygiene and nutrition.
Almost a billion people live in extreme poverty, while six billion people don't. They reckon that the six billion of us could work together to put an end to global poverty, for good.
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.