The Sage Brand Personality is constantly seeking the truth. They tend to be perfectionist, don't settle for anything but what is right and true. They thrive on knowledge and being in the know, and they enjoy sharing their findings with others to help benefit everyone.
In this advert, Audi uses a typical Sage Brand Personality attribute in educating the consumer about the history of light while demonstrating Audi's expertise in this one facet of their vehicle design. Historically the headlights significantly define the appearance of each Audi model.
Within the last 100 years, light technology development came a long way within the automotive industry and Audi is positioning themselves as the expert in this area. Constantly teaching, always thinking, the Audi vehicles and their brand are positioned as professionals who are always learning and evolving.
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.