The Lover is brave enough to go against convention, driven by the need to connect with another. They are positive and courageous, bringing out the best in others and seeing love as a universal force. The Lover creates meaning, passion, and connection. 

Frownies has been building this way for over 130 years, and the Fifth-Generation Female Owner and Face of Frownies, Helen Morrison, gifted us with some incredible insight into what it looks like to be a Lover in the world of commerce.

• {00:03:43} “Jumping on board and getting involved with Frownies, what I wanted to do most of all was just connect with people. I love this version of business so much because it is so connected. It's all about just creating those relationships and reaching out to people and caring for people and supporting people on this skincare journey.” - Helen
• {00:10:23} “When you build that human connection and you create a culture of we connect with each other, we take care of each other, we support each other, then yes, the customers are doing that in the comments together for each other.” - Helen
• {00:13:16} “I think you see that or you see people, you see before and after photos or ads for people with skincare. And it's like, oh, come on, you did not achieve that with moisturizer, and I get that. And because I feel that way, I have leaned so far in the opposite direction when it comes to our content and what comes to the honesty surrounding Frownies. Now, I'll tell you, you can't take this approach if you don't have a good product. Frownies is a great product. It's been around for over 130 years.” - Helen
• {00:15:23} “We just want to say, "Here is this product and this is what it can do. And before you buy it, I'm going to set the expectation of all the weird things about it, of all the reasons you might not like it, so that when you start using it, your expectation is realistic and then you see the results and you're blown out of the water and it's like, "Wow, this is worth it.'" - Helen
• {00:18:28} “The way you handle that delicately is part of why people feel so connected to you. This through line of connection, connection, connection is really what is such an imperative part of The Lover archetype and why we need The Lover archetype in the landscape of commerce and in our lives.” - Kristen

• Learn more about Helen Morrison and Frownies
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The Creator naturally tears down and rebuilds, moving toward positive change. A tenacious visionary and a dreamer who pursues their goals with unwavering dedication, confidence, and willingness to take risks. The Creator has a strong sense of vision, sometimes restructuring traditional forms. 

When it comes to brands that exhibit this archetype, Só Dança is an easy choice. Helena Hines, Chief Operating Officer at Só Dança, shares what it's like to be a Creator in a space that's needed some restructuring for a very long time.

• {00:04:32} “There was one sentence here in the definition, which is "a strong sense of vision and an ability to take ideas from nothing into reality." And I love to do that. Whenever an idea is dead, whenever a concept is dead or people consider it gone, I like to bring it back and say, "But is it? Can we challenge that? How can we bring it back?’" - Helena
• {00:06:58} “Really understanding the tools you have to work with and who's in the room is something that maybe comes naturally to a Creator, to see what I have to work with here to make something.” - Kristen
• {00:09:15} “From the beginning, we were innovators and we were creating things that made sense for the brand and made sense for the dance world, even if the dance world didn't even know it yet.” - Helena
• {00:12:10} “{During the pandemic} I thought, "Is this the right move for us to continue to bet on ourselves?" because we don't know how long this will take. We don't know how long this will be. The whole time everybody in leadership said, "We move forward. We don't stop. We don't halt because we believe in our people and we believe in this company. And we know we need to be reliable. We need to invest in ourselves because when the consumer needs it, we need to be able to deliver.’" - Helena
• {00:14:46} “It's about following through with who you say you are. Staying true to the message that you're sending out there for your internal team and external as well. Are you going to deliver what you said you're going to deliver through the good times, but most importantly through the hard times? And that takes vision.” - Helena

• Learn more about Helena Hines and Só Dança
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Everyman brands may have amazing stories, great products, and incredible people behind them, but they aren't trendy. We do tend to forget how important they are and how different life would be without them. The Everyman is always within reach, always there for us. But this wasn't everyone's favorite result when taking the Archetypes quiz.

Jesse Lazarus, Orchid Bertelsen, and Kris Gösser explain why their initial reaction to the Archetypes quiz result of “The Everyman” left them less than impressed and what they’ve come to think of themselves and brands in The Everyman category since then. 

• {00:04:18} “To find out that you are "ordinary," if you think about it in our society, it is frowned upon to be basic, but I think what it negates is the fact that there are some things that are so universally loved and useful that of course everybody gravitates towards it. It is the fabric on which communities are woven.” - Orchid
• {00:06:19} “The Everyman can relate in some respect to everyone in the most basic human sense of what it means to be human, the basic necessities that we need to live, but also the basic things that we need in order to start to become more of ourselves in order to flourish.” - Orchid
• {00:07:50} “Brands that want to scale, that want to have longevity, that want to address a large audience or a varying marketplace, the core of that build has to be from the largest applicable perspective, and that is going to be The Everyman concept. There's a time for trendiness, for innovation, for pushing the envelope, but at a certain point when you are proving to enough of a varied audience, that has to be one tool in the kit, not the only tool.” - Jesse
• {00:10:32} “I've actually started to now think even more aggressively than I was prior about who are the actual people behind the brands that are building these things. And I think Archetypes overall has been interesting and helpful in that way. I've actually started to see more businesses that I think are The Everyman.” - Kris
• {00:14:06} “Going to Safeway or the grocery store every week is essentially my weekly Everyman journey. And you can always depend on the prices. You can depend on the products, you can depend on them solving a need for you without ever really kind of grandstanding about it.” - Kris
• {00:15:40} “One, if your name is synonymous with the category, that's a good indicator of an Everyman brand. And second, anything that you have on subscription because you simply cannot live without.” - Orchid
• {00:17:23} “In the end, you couldn't do it only as an Everyman. You have to have a mix of all of those attitudes and approaches, and brands that can effectively inhabit a majority of those things I think are the most successful that are in the market.” - Jesse

• Learn more about Jesse Lazarus and Kravet
• Learn more about Orchid Bertelsen and Common Thread Collective
• Learn more about Kris Gösser and Shipium
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Brands that act as The Jester appeal not to the reason and logic center of our brains, but to the emotional center of our gut. In our personal lives and in business, we often need the reminder to not take things too seriously. 

Denise Foley, Vice President of eCommerce and Direct to Consumer at The Bollman Hat Company, gives us her thoughts on the role of the Jester and why we could all use more of the levity the Jester brings. 

• {00:03:36 “Just because you're in the corporate world or have an important job, we spend way too much time working to not have fun. There needs to be some sense of levity and fun in the business and the work and it just makes it better, makes it easier to kind of see the humor in things and not take yourself so seriously.” - Denise
• {00:05:29} “We're a manufacturer, so Bollman in and of itself, while we have a brand line under that is really the manufacturer and the umbrella brand. And we've been around for 155 years. Part of the levity we said was this was our second pandemic that we've gone through and survived and thrived through.” - Denise
• {00:07:42} - “There's a lot of great history, not just about Bollman the brand and the company, but the people that have built it.” - Denise
• {00:09:47} “One of the misconceptions I would hope that people would break from around The Jester is that having a sense of humor around the work you do or your brand doesn't mean that you're not serious about making it a success.” - Denise

• Learn more about Denise Foley and The Bollman Hat Company
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The Hero is the aspirational archetype that inspires and motivates with optimism and strength. Heroes are there for us, offering security and a reason to be better tomorrow than we are today.‍

We've looked at the Hero before in this season of Archetypes, but not all Heroes are alike. Listen now as Ian Leslie, CMO at Industry West, shares his take on what it means to be the Hero as a person and as a brand, including some of the pressures, the positives, the negatives, and why it all matters in the scope of the broader story.

• {00:04:14} “There's a lot of pressure that comes with like, "I need to fix it now. It needs to be right now. It needs to work right now." I think understanding and always kind of going back to what am I solving for, and can I solve for it?” - Ian
• {00:06:03} “Batman is representative of something, and oftentimes he can't be in two places at once. And so he has to, just by his presence, empower Gotham to stand up for itself. That's really, I think, probably the most important part of the Hero archetype.” - Ian
• {00:08:22} “I joke that a brand that doesn't come with a side order of world change is kind of looked down upon these days. But I think that's important, as the Hero brand that we are, that our side order of World Change is just accessibility and availability.” - Ian
• {00:12:40} “I coach varsity soccer and that's something that is passed along to my soccer players and just truly when I instruct them, it's just like, "Hey, guys, this isn't because I don't trust you. It's because I'm trying to stand in the gap between you and a decision that could really change the trajectory of your life.’" - Ian

• Learn more about Ian Leslie and Industry West
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The Sage brings wisdom to those who inquire and mentors those who seek guidance in a kind, calm, and steady manner. They have accumulated knowledge and experience over time and are a valuable resource for others. A brand that acts as a wise Sage can help us open our minds to wisdom and create a more equitable world. 

What if, as a merchant, you could go to that one place and get the support and guidance you need? What if that one place has so much experience that you can learn from them and know they are on your side? That is the layer of value Adobe adds. Listen in as Nitu Walker represents Adobe as The Sage. 

• {00:04:41} “Adobe has always been known to have very strategic partnerships. We have a huge partner ecosystem, but what we really wanted to do is provide a holistic commerce experience. And by doing so, utilizing our partnerships to create value-added integrations.” - Nitu
• {00:07:20} “You've built an entire ecosystem that can meet each merchant where they're at because there are different needs that different merchants have.” - Brian
• {00:11:01} “The Sage meets the Hero on their journey to give them advice and equip them either through knowledge or wisdom or by helping them bring other people around them for the next part of their journey. And that's kind of what you do.” - Phillip
• {00:13:08} “What really resonated with me about Archetypes, especially, which was why I was really excited to do this, was that we have to look at our base, our ecosystem, not as a linear one type of merchant or one type of partner or one type of provider, but that there are so many different ways that we interact with them and that everyone has their own archetype and their own way of how they think, feel, and do things.” - Nitu

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The Outlaw defies, disrupts, and brings change by paving their own way. They challenge established ways of thinking, by pioneering and innovating fearlessly. The Outlaw represents the world of possibility that comes when coloring outside the lines. Meet our Outlaw, TUSHY Founder Miki Agarwal, and hear how she is taking the world by [sh*t]storm and will not apologize for it.

• {00:04:52} “The more you talk about something, the less taboo it becomes, the more normalized it becomes. And that's actually the whole point is to make this be something where people aren't saying, "Did they take it too far?" - Miki
• {00:07:20} “I've heard you say throughout the course of this chat, "The things that we do aren't just for the sake of them. It's to open up a broader conversation.” It's not just about the thing itself. It's about what it inspires afterward.” - Brian
• {00:09:11} “When we show humanity, which includes humor, levity, fun, and authentic people sharing who they are through the brand, I think that has given a lot of affinity for us.” - Miki
• {00:10:17} “A lot of our industry, especially in trade, eCommerce trade, and digital retail trade media, try to do is they try to convince you of the validity of their argument with data and logical explanation. And very few are trying to connect with an emotional response through art and demonstration.” - Phillip
• {00:12:25} “The second part is can this product seemingly be an opening, a gateway to questioning everything else in our life? Can we question, "Why am I doing this in my life?" "Why am I using dry paper?" That's crazy. “What else am I doing in my life that's not actually true for me, but I'm just following the pack.’” - Miki

• Learn more about Miki Agrawal and TUSHY
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When a brand discovers the needs of their consumers and then provides them with that well, that is magic. For Keely Copeland, Founder of Second Chance Initiative, building a brand was about solving a problem that was bigger than her. She saw a need, she dreamed of a different way to meet that need, and then she began to build a brand that would bring hope to not just consumers, but also the women involved with the creation of their products. Listen now to this episode of Archetypes!

• {00:04:27} “It was about how can we use commerce as a vehicle to create safe and secure jobs for women in recovery who are reentering the workforce so that they can come work in a healthy, secure environment for a few months, up to a year while they get back on their feet and then they can go back to either the career they used to have or something new altogether.” - Keely
• {00:07:48} “There's a tug of war of power between the brand and the consumer. And in this tug of war of power brands believe that they wield some power in the organization. In fact, what we're realizing is that consumers wield unlimited power over all of us. We are at their mercy and we adapt our businesses to their desires, not the other way around. You can't shape their needs. You can only find or discover the thing that they want from you.” - Phillip
• {00:10:08} “After Covid, there's a lot more alignment of priorities based on values that actually matter. I think for a long time we were trapped in junk values as a society, and when the world stopped for a few years, we got back to remembering what matters.” - Keely
• {00:14:39} “For every creator, I have come to believe that the emptying out is just as important as the taking in because there's no room for the new idea if your mind's already full, if you're thinking about what you have to do tomorrow and the paragraph that you want to write next or the podcast that you want to record next. And so an empty vessel is, in my mind, exclusively possibility. And it doesn't get much more optimistic than that.” - Keely

• Learn more about Keely Copeland and Second Chance Initiative
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For a customer to have a seamless experience while dealing with grief and trauma requires exceptional service and unbelievable logistics infrastructure. They need care. For the three founders at Titan Casket, Scott Ginsberg, Joshua Siegel, and Liz Siegel, this is core to their story as a brand. Listen now to this episode of Archetypes!

• {00:01:38} The Caregiver continually supports others, making sacrifices on their behalf. They are honorable, selfless, and loyal. The Caregiver offers unconditional love and has a strong sense of responsibility for others to protect and provide a safe place where others can feel nurtured and cared for.
• {00:05:36} “You may have seen us talk about being the Warby Parker of Caskets and that's not because we're direct to consumer. It's because what Warby saw was there was one manufacturer that controlled all the supply and they also owned the channels of distribution. And so they thought there was a better way of working outside of that. And it's the same thing in caskets.” - Josh
• {00:09:56} “These are families right in the middle of it. They want to talk about their loved one. And so we hire very carefully, and the team we put in place has no limitations around how long they can spend with clients.” - Josh
• {00:10:53} “We have a business. We make money, but at the same time, too, the client is saving 50% or more of what they would ordinarily spend at a funeral home. And we get to help every day.” - Scott

• Learn more about Titan Casket
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What does it take to build a brand that stands out as a Hero? How does the Hero’s story inspire us and bring about positive impact in the world around us? Listen now as Ju Rhyu shares with Phillip some of her Hero’s journey in building Hero Cosmetics!

• {00:02:47} Ju knew that acne care is an emotional and sensitive area of the market, and she wanted the name of the product and of the brand to be positive and connect emotionally with consumers who needed the solution the product would provide
• {00:05:25} “When we started, even though we started on Amazon, I always knew this business would be an omnichannel business because when you have a pimple emergency, two day free shipping is great, but nothing sometimes is as good as being able to walk into a store and pick up a product that same day.” - Ju
• {00:06:00} Hero’s first in-store launch went so well that it went nationwide pretty quickly, and then two years later was in Target where one SKU became a mulit-million dollar SKU within one year
• {00:11:00} “I definitely have the philosophy that I'll always do what's right for the business. And if I'm no longer the right person, then I will gladly step aside and make room for a real professional.” - Ju
• {00:13:34} “I’m constantly amazed at people who are at the highest levels of success or fame or however we hold them, when asked about who their heroes are, they pull out a Tom Rinks or a Scott Norton who has never been mentioned on Twitter, not once. I think that that's really interesting.” - Phillip

• Learn more about Ju Rhyu and Hero Cosmetics
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Have any questions or comments about the show? Let us know on Futurecommerce.com, or reach out to us on Twitter, Facebook, Instagram, or LinkedIn. We love hearing from our listeners!