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The Jester

I Don’t Want to Belong to Your Revolution if I Can’t Dance

This archetype is about living life within the moment and having fun. The Jester can also be known as the comedian, prankster, clown, entertainer, punster, joker, trickster, or fool. Or anybody who likes to cut up or play. In the movies, Jim Carry plays the Jester, an Optimist who is able to see the good in all situations. Jesters never appear to become serious or grow up. They are always young at heart. The core desire of the Jester is being in full enjoyment and living at the moment. They are afraid of being boring and of boredom. To resonate with jesters, use humor and promotes good times.

The Jester archetype in branding is best used for:

  • Beer Brands
  • Child Entertainment
  • Confectionery

Everyone loves to laugh, so having a jester personality can be a point of differentiation that is quite memorable. If you can connect with your audience through laughter and happiness, your brand will be well-loved. The Jester archetype is used by such famous brands as:

  • Geico
  • Old Spice
  • M&M’s

Many men’s brands use humor and the jester, particularly if the brand is at all associated with a fun activity.

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