THE INNOCENT

brand archetype

The Innocent brand is driven by its desire to keep life simple and be happy. Innocent brands excel at being optimistic and hopeful.

GOAL

To create happiness

FEAR

To be punished for doing something wrong

STRATEGY

Be seen as trustworthy, do things right, and be straightforward with people

FAMOUS INNOCENT BRANDS

FAMOUS CHARACTERS

Taylor Swift

Fleur Delacour

Forrest Gump

Dorothy

ATTRIBUTES

Trustworthy, simple, happy, optimistic, pure, wholesome

VOICE

Use optimistic and happy language. Words like natural and simple

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