Clown, Entertainer, Provocateur, Shapeshifter, Trickster, Comedian, Practical Joker and Fool.
The Jester is all about having fun and living life in the moment. They not only love having fun themselves, they see it as their duty to be a ray of sunshine in everyone’s life around them.
They are optimists and can’t be kept down long due to their ability to see the good in every situation.
Jesters are young at heart and continue their child-like nature long after their friends have grown up and become serious.
Fun, energetic, exciting, anything is possible, did we say fun? Typical Jester brands will embody these positive ideas and brand attributes: They're playful and spontaneous ... they remind us to lighten up and live in the moment ... Jesters love to bend the rules, see things from a fresh perspective, and engage in out-of-the-box thinking.
Imagine having fun every day with your marketing! This isn't just a possibility, it's a guarantee!
Real possibilities happen when going head-to-head with less energetic brands (e.g. everyman innocent, caregiver) ... or going head-to-head with “serious” brands (e.g. ruler, outlaw, explorer, sage)
The real danger is to not be taken seriously and be perceived as annoying.
Jester brands fear being bored or boring to others. The Jester can also make light of things that are perhaps actually serious issues, or promote something that is not actually good for you (think junk food, alcohol, etc.) The negative side of The Jester also includes being seen as frivolous or disrespectful.
The Jester Archeytpe is only successful when it is embraced 100% ... not 99.99%
Ben & Jerry