|Core Desire||To understand the fundamental laws of how the world or universe works|
|Talent||Finding win-win outcomes|
|Fear||Unanticipated negative outcomes|
|Weakness||Leaning towards becoming manipulative|
A lot of cosmetics brands claim they can transform your life. We would often see ‘before’ and ‘after’ effects advertised by some beauty products. They are therefore portraying the Magician brand archetype to their brand by showing phenomenal changes made to their customers.
The same goes to health products when they claim they change the sick to the healthy, or multi-level-marketing companies that claim they change the poor to the rich.
Also, you might have known of media mogul and philanthropist Oprah Winfrey. If you ever watched her award-winning talk show ‘The Oprah Winfrey Show’, you would wish to be in her audience seats. She is known to give away exorbitant gifts from jewellery to free trips to exotic vacations.
Most notably, in 2004, she gave all her 276 studio audience a brand new Pontiac sports car to each and every one of them. It is almost natural for her audience to scream and cry with joy. Winfrey, as a brand, has the Magician sub-archetype due this feature in her style. Her dominant archetype is the Caregiver, seen in her many philanthropy works and the care she showed towards her audience.
How to know if you are a Magician brand?
Magician brand archetypes are highly visionary and have the urge to change the future. Their visions would sometimes be considered absurd until they are materialised. Magician brands made possible what was thought impossible, be it animation, performance, technology to finance and energy. You might be a Magician brand if you help people’s dreams come true.
More about the Magician brand archetype is explained more in The CEO’s Strategy Playbook: The Brand Building Playbook for Business Leaders. Download it free for a limited time and get your own do-it-yourself brand strategy worksheet!