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The Marvel Universe Characters as the Twelve Brand Archetypes

It’s time to cast the 12 Brand Archetypes using characters from the Marvel movies and tv shows!

But first, what are brand archetypes?

Brand Archetypes

The idea of the brand archetype system originates from author and thought leader on archetypal intelligence, Carol S. Pearson.

She describes the system as a way to understand and categorize the people, organizations, and larger world around us. Understanding our own archetypes or that of a brand or another person helps us understand their values and motivations and how each can thrive.

Or, in simpler terms, Hubspot describes brand archetypes as "the personification of your brand values, mission, and story.”

The 12 Archetypes as Marvel Characters

Ok! Now that we have a basic understanding of brand archetypes, let's move on to casting the Marvel characters.

Because that's really what we're here for, right?

Warning: Spoilers ahead!

The Idealist: Captain America

The Idealist has a deeply held set of values and beliefs. They are optimistic, inspirational, and not deterred by any obstacles.

My pick is Captain America for The Idealist.

Captain America is brave, noble, and idealistic. He is the first to throw himself into danger to protect others and fight for what he believes in.

The Hero/ The Warrior: Gamora

The Hero wants to make the world a better place. They love facing and defeating a challenge. They are laser-focused, love adversity, and don't mind working hard toward success.

Gamora gets my vote for The Hero archetype.

The adopted daughter of Thanos, Gamora is a true warrior. She leaves her universe-conquering dad behind to make the galaxies a place free of oppression.

The Revolutionary/The Outlaw: The Iron Man

The Revolutionary is an unconventional thinker and a trailblazer. They are rule breakers who are fulfilled by creating a better approach or solution to a situation.

Tony Stark IS The Revolutionary.

Tony Stark was born to break the rules. When most superheroes keep their identities a secret, Tony announced his hidden identity to the world. And that's just the beginning of his trailblazing ways!

The Creator: The Scarlett Witch

The Creator is an imaginative builder. They love transforming a new idea into something with a tangible impact. They seek to create something of value that will leave their mark in this world.

I’m going with The Scarlett Witch on this one.

After Avengers Endgame, Wanda Maximoff literally creates her own reality to find a happier existence for herself. Her abilities are some of the most powerful in the Marvel universe, as seen by her ability to pull an entire town into her new reality.

The Realist/The Everyman: Rocket Racoon

The Realist/Everyman is driven by the desire to belong to a larger group or community. They are empathetic and find fulfillment in motivating others to do their best.

Ok, hear me out on this one. Rocket may not be the obvious choice for the everyman because he's a sarcastic, hot-headed, orb-stealing raccoon, but he IS driven by a desire to belong to a larger community. You can see his longing to be "normal" and hints of a painful history that involved some serious experimentation. After meeting the Star-Lord and Gamora, he slowly befriends the other Guardians and finds a place where he belongs.

The Sage: Beast

The Sage seeks to understand and find answers. They are innately intelligent and reflective and are excited by challenges that require better understanding.

The Beast gets my vote here.

Hank McCoy is one of many gifted mutants within the X-Men universe. Not only a dangerous opponent in beast form, but Hank McCoy is also a genius and a scholar.

The Jester: Spiderman

The Jester loves to demonstrate their wit and originality. They are playful, spontaneous, and light-hearted. They are motivated by helping others find the value of good times and using humor to dispel stressful situations.

Spider-Man was born for the role of The Jester archetype.

Peter Parker is as witty as he is brave. Armed with one-liners and his spidey sense, Peter always seems to have the best time even when fighting off villains.

The Lover: Black Widow

The Lover is a passionate relationship builder. They seek intimacy with others. They believe in the importance of enjoying life its fullness and are motivated by helping others to find and use their unique talents.

This one may also seem like an unusual choice but I’m going with The Black Widow for this one.

Once a loner assassin and spy, Natasha Romanoff finds a family with the Avengers. She deeply mourned the loss of her fellow superheroes after the showdown with Thanos, eventually sacrificing herself for their return.

The Caregiver: Professor X

The Caregiver wants to make a difference for other people. They are compassionate and nurturing and are fulfilled by responding to those in need.

Professor X is the perfect Caregiver.

The founder of Xavier's School for Gifted Children, Professor X is the leader of the X-men. A gifted telepath, he believes strongly in the idea that humans and mutants can peacefully coexist.

The Magician: Loki

The Magician is a visionary. They see and understand multiple perspectives and are challenged by making dreams a reality. They are excited by transforming and serving as a catalyst for change.

Loki gets my vote for The Magician.

Loki is the God of mischief, a trickster, and a schemer. He finds great delight in being the catalyst for significant change throughout the Marvel universe.

The Ruler: Black Panther

The Ruler is happiest when they are leading, navigating complex situations, and influencing others. They are confident, competent, and most fulfilled about taking control of a problem.

The Black Panther is my choice for The Ruler.

As the King Of Wakanda, T'Challa is regal and responsible. He strives to make his late father proud and shoulders the responsibility of leading and protecting his people with remarkable calm.

The Seeker/The Wanderer/The Explorer: Carol Danvers

Seeker individuals are driven by finding new ideas, new approaches, and new solutions. They are independent, live by their own rules, and crave adventure.

Captain Marvel is the character I would cast for this archetype.

Also known as Captain Marvel, Carol Danvers is a former officer in the U.S. Air Force. Not one to follow others, she is brave, fierce, and an explorer who disappears into the universe for decades before she is seen again.

There are lots of characters to choose from in the Marvel universe! Would you re-cast any of the brand archetypes? Let me know in the comments!


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