According to professor and author Gerald Zaltman, 95% of purchasing decisions are subconscious. Emotion drives purchasing behaviors and decision-making.

How could we make instant connection with the consumers ?

One way to tap into consumers' emotions is to mix universally recognized 12 archetypes (by Carl Jung) with brand identity.

Each brand archetype has specific strengths, voice and an overall goal that can be harnessed.

This episode is about one of 12 archetypes, Sage.

Also known as the expert, scholar, detective, oracle, evaluator, advisor, philosopher, researcher, thinker, planner, professional, mentor, teacher, or contemplative, the Sage is constantly seeking truth – and to find answers to life’s questions. They thrive on knowledge and being in the know, and they enjoy sharing their findings with others to help benefit everyone.

To a sage, wisdom is the key to success. Everything else is secondary to the pursuit of knowledge.

Find out more about in this episode.

https://youtu.be/zD4Oi0eBYYg Best Audi Commercial Ads 2019

https://youtu.be/9wU683lci64 Ode to the Library: Widener Turns 100 / Harvard University

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