TWENTY NINE: It’s not unusual.


I realized we never really have established Volkswagen’s archetype. I personally think that Volkswagen as a brand would identify with the Artist archetype, which goals include creating something of enduring beauty and value. However, what if we branch out the brand and assume Volkswagen had different approach and personality? What archetype would the brand fall into?

  • Sensualist (Hedonist, Pleasure Seeker)

Goal or method: To pursue perfect enjoyment through physical experiences.

Celebrating glossy design instead of innovative. Under this archetype, Volkswagen would emphasize the impeccable design of their car by doing a commercial that features an almost-naked, sexy model and use sex as their focus point.

  • Maverick (Rebel, Outlaw, Rogue)

Goal or method: To achieve freedom from the establishment through defiance, disobedience, and nonconformity.

The possible brand association would be impulsiveness. The commercial would feature a guy driving a Volkswagen with its top down to the beach with a sunset as the background. The wind would blow the guy’s hair and mess it up as an exaggeration of the act of freedom.

  • Connector (Networker, Politician, Talker)

Goal or method: To make things happen by knowing the right people.

Volkswagen would create a commercial that stars Mark Zuckerberg or Oprah. The commercial would emphasize their before story and how Volkswagen help them getting where they at right now because of the brand association.

  • Thrill-seeker (Gambler, Swashbuckler, Adventurer)

Goal or method: To achieve great rewards through great risks.

Everyday motoring pleasure? More like escapade pleasure. Volkswagen would build a car that would be able to crush nature’s obstacle. The commercial would emphasize the car’s ability to go through deserts, jungles, and mountains. It would probably star Bear Grylls as the celebrity endorser.

Tom Jones – It’s Not Unusual


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