The Sage Archetype is also known as the philosopher or the scholar. The Sage revolves around wisdom and understanding, similar to the wise elder who guides and leads others. A brand that falls into this category is dedicated to the spread of wisdom, truth, and knowledge. It appeals by demonstrating knowledge or encouraging the spread of information and intelligence. The Sage can also be more philosophical or thought-provoking in nature.
Before exploring some examples of Sage brands, let’s talk about The Sage Archetype in film and how this archetype has created some of the most iconic and memorable characters.
The Sage Archetype in Film
In film, The Sage archetype can be seen in Prof. Charles Xavier who is played by Patrick Stewart in the movie X-Men. He is the wise guide who mentors and trains others in his school while promoting a peaceful coexistence. It can also be seen in Mr. Miyagi in the movie Karate Kid where Daniel LaRusso learns martial arts from his wise mentor who imparts him with discipline and wisdom about life. Another example is in the movie, Matrix, where Morpheus provides Neo with guidance to understand the true nature of reality while training him to become the chosen one.
“The truth will set you free”
DESIRE: Yearn for paradise
PERSONALITY TRAITS: Wise, Philosphical, Responsible, Prudent, Intelligent, Knowledgeable, Reflective, Truthful, Insightful
EXAMPLES: Bloomberg, BBC, The Wall Street Journal, IBM, Google, National Geographic, The New York Times, Khan Academy, TED, CNN, Harvard University
Examples of the Sage Archetype
Brands that fall into this category usually speak to a more mature audience. But sometimes they may also appeal to children by conveying the idea that learning is fun. The qualities of Sage brands can be seen in their insightful messages, products, campaigns and learning experiences that are carefully crafted to promote the spread of wisdom and knowledge. Below are 5 examples of Sage archetype brands as well as how they use video commercials to tell their story in unique ways. By studying their commercials, we can gain a better understanding of the essence of these brands.
1.) GOOGLE
One popular example of The Sage Archetype is Google which has a mission to organize the world’s information and make it universally accessible and useful. This mission is reflected through their search engine, and innovations like DeepMind that push the boundaries of technology.
People can always rely on Google to deliver accurate information through user-friendly interfaces that are easy for anyone to access and that is why it is the #1 search engine. Their Year In Search campaign reflects on the most significant moments, trends and topics for each year, while using emotional storytelling to emphasize the global impact and the power of human curiosity and interconnectedness through the spread of information.
2.) The New York Times
The New York Times is one of the most renowned media companies that exist today. They are admired for their journalistic integrity and comprehensive coverage of a broad range of news topics.
The Sage Archetype is reflected in their mission is to enhance society by creating, collecting, and distributing high-quality news and information. This is seen in the quality of their content, editorial independence and subscriber engagement that allows them to stay relevant and fresh even though they have existed for over 100 years. They are known for their commitment to accuracy, credibility, and ethical reporting. Their archetype is also expressed in their Truth is Hard commercial that emphasizes the importance of truth while positioning their brand as a source of truth,
3.) National Geographic
The National Geographic is an iconic brand that has always been synonymous with high-quality journalism and groundbreaking documentaries that educate and entertain. They can be considered a unique blend of both the Sage Archetype and The Explorer.
People admire National Geographic for their level of accuracy and integrity in the spread of information, along with their breathtaking photography and cinematography. In their Planet or Plastic campaign, they aim to shed light on pressing global issues while reflecting their commitment to environmental and social advocacy.
4.) Khan Academy
Khan Academy is admired for providing free, world-class education to anyone. Their learning technology tailors the learning experience to each unique individual and their teaching techniques also help to make learning more enjoyable and accessible. Through their You Can Learn Anything campaign, they try to inspire others to continue to learn and grow while mentioning some of the great minds of history.
5.) IBM
IBM is another iconic Sage brand which has existed for over a century but has been able to adapt and stay relevant through consistent technological innovations. They are admired for their groundbreaking contributions to the world of computing and commitment to environmental sustainability.
Their Smarter Planet Campaign, which launched in 2008, shed light on pressing global issues such as urbanization and climate change. Through their Smarter Planet initiative, they emphasized the role that their technology plays in enhancing efficiency and intelligence around the world. This campaign further enhances their leadership position as an innovative and socially responsible company.
In conclusion, The Sage brand archetype is admired for its wisdom, knowledge, and guidance, along with the ability to inspire others to learn and seek information. Some perfect examples are Google, The New York Times, National Geographic, Khan Academy, and IBM. This archetype can also be seen in film and in other aspects of culture. So which Sage brands do you admire the most and why? Let us know in the comments below.
If you enjoyed this article then you may also enjoy my previous one on The 12 Brand Archetypes.
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