Citizen Rebel

Unpacking Brand Archetypes


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In this episode, Alaina Shearer and Chris Vogel, the team behind the purpose-driven agency Good Now, unpack how brand archetypes shape messaging, identity, and the way brands take a stand.

Together, they break down what archetypes are, why they matter, and how to use them to create values-aligned content that resonates - without losing your voice. From McDonald’s as the Innocent to Greenpeace as the Hero, this conversation is full of examples and insights for marketers and founders navigating how to speak out, stay consistent, and connect with their audience.

Timestamps:

(00:00) Intro

(01:01) Brand archetypes explained

(02:31) Finding your voice and overcoming challenges

(12:23) Examples of archetypes in branding

(19:00) Rebel vs. Hero: Key differences

(21:09) Exploring Hero brands

(23:31) The Innocent archetype in branding

(29:29) LinkedIn marketing strategies


Connect with us:

Alaina Shearer on LinkedIn: https://www.linkedin.com/in/alainashearer/

Chris Vogel on LinkedIn: https://www.linkedin.com/in/christophervogel/

Follow Citizen Rebel on Instagram: https://www.instagram.com/citizenrebelpodcast/#

Learn more about Good Now: https://www.goodisnow.com/

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Citizen RebelBy Alaina Shearer and Chris Vogel