Purist | Idealist | Traditionalist
“I am what my name sounds. There is no double meaning or any bad intentions involved. I refrain from taking the road less travelled. I don’t mean harm. I’m Innocent.”
“No, I won’t let you. You’ll get Gryffindor into trouble again. I’ll fight you” said Neville Longbottom, who later, won ten points for his House for fighting his friends, the greatest courage in the world. The Innocent is the harmless being. He leads a simple life and keeps away from all the troubles. He is clean in everything he does and is often related to healthy and clean situations.
Fascinating as it sounds, many brands all over the world follow this archetype and represent themselves to be Innocent in whatever they do. The core characteristics of Innocent resembles their products’ aesthetics and their marketing and advertising are done accordingly.
I follow it Religiously!
Let’s take the example of the famous brand Coca-Cola. Coke represents a family drink. A soft drink that can be consumed on any occasion and it promotes happiness and togetherness. The tagline itself says the word “open happiness” and that is the goal of the archetype itself “to be happy”.
Let’s have a look at various attributes of this archetype
Famous brands that follow this archetype are: