A

Dreamer

idealistic, different, creative

Apple, Lego

B

Joker

fun, playful

Doritos, Arrogant Bastard

C

Seductress

desirable, sexy

Victoria’s Secret, Virgin

D

Rebel

rebellious, dangerous

Red Bull, Harley Davidson

E

Hero

adventurous, brave

Jeep, Nike

F

Sage

trustworthy, intelligent

NPR, Tesla

G

Leader

assertive, in control

Mercedes Benz,

H

Mother

generous, caring

Dove, Cheerios

I

Friend

straightforward, sociable

Target, Zappos

J

Innocent

straightforward, sociable

Target, Zappos

K

Explorer

straightforward, sociable

Target, Zappos

L

Magician

straightforward, sociable

Target, Zappos