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59 - Marketing the Innocent Archetype - Brand Archetypes Skip to content

59 – Marketing the Innocent Archetype

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Brand Archetypes
Brand Archetypes
59 - Marketing the Innocent Archetype

Join Kevin and Amy as they slow down and reminisce about the good ‘ole days while discussing Marketing the Innocent Archetype.

The gang starts by dissing Coca-Cola’s latest commercial for being widely off-brand. Watch it and let us know if you agree.

The main concepts of the Innocent brand are:

#1 Simplicity 

Remove chaos from processes and make things suuuuuuper easy for the consumer.  This includes:

  • Having fewer options (choices)
  • Not using complex lingo and jargon
  • Increased helpful, personal interaction
  • Conveying a strong sense of patience and guidance

People are generally put off, and can even be afraid of complexity.  It’s easy to get overwhelmed by processes that are too complex.

So, if you’re going to try to exude Innocence, take a good hard look at how you’re presenting complex ideas and complex processes.  Not only do you need to actually make them simpler, but you also need to convey that change to the consumer before you even begin to interact with them.  Let them know often that your goal is to make things simple.

#2 Childlike Wonder

Think back to when you were a kid. For most people, childhood was wayyyyyy simpler than adulting.  There were fewer responsibilities, fewer time constraints, less responsibility for others … your world was smaller and much easier to manage, psychologically.  Wouldn’t it be great to go back to those times, or to FEEL like you’ve returned to simpler times?

A big part of conveying these childlike ideas is to actually show situations that include kids in your marketing.  Your portrayal will most likely include lots of smiles and laughter.  Bright sunny days.  Fun interactions.  Little kids who just ooze cuteness.

When we normally think of Coke, we can, off the top of our heads, remember past commercials that did this exactly.  Even some of their taglines tap directly into this idea: “Have a Coke and a Smile”, “Enjoy”, “Open Happiness”

If you want to see an Asome example of this idea in action, Thai Life Insurance Company has a fantastic commercial. Like with all great brand pieces, it’s not about the company or its products … it’s ALL about the emotions.  In just three minutes, look for the multiple stories, look for the character development, listen to the music.  Everything perfectly melds together.

#3 Nostalgia

This is linked directly to the concept of childlike ideas but doesn’t require us to think about kids when we were that young.  Simply reflecting on “simpler times” … you know, “back in the good ol’ days.”

Taking this approach allows us to tell stories that look back in time — back to when we thought things were easier (whether they were or not.)  And, by the way, there’s a lot of power in this.  Our brains are wired to remember and amplify the good stuff in our life AND to forget or minimize the bad things.  This is natural.  The result, however, is that we humans have a skewed view of the past.  We generally remember it as better than it actually was.  This is an important fact to understand and one that’s useful with this archetype. 

#4 Nature and Pure

This one isn’t like the others we’ve listed so far.  Where all Innocent brands can convey simplicity, childlike ideas, and nostalgia, the idea of being natural isn’t as universal. This idea includes concepts like freshness, being out in nature, being eco-friendly, saving the planet, etc. 

Maybe the best example is Tom’s of Maine.  It’s not just their brand strategy or their marketing … it’s EVERYthing they do, including the creation of their products.  

 So, if you’ve selected The Innocent archetype, consider each of these ideas, one at a time (Simplicity, Childlike ideas, Nostalgia and being all Natural) and see how you can take an existing marketing idea, campaign, or marketing piece, and try to amplify these ideas.  Be more direct with them.  Shine a light on them.

The Words to use When Marketing the Innocent Archetype

<Amy says in a calm, soothing voice> Relax, simple, casual, uncomplicated, handy, inviting, clear, user-friendly, comfy,  easier than ever before, it’s a piece of cake, no more guesswork. “Are you starting to get that simple vibe?”


Even if you’ve only listened to a couple of our podcasts, you have likely heard us say that you should shoot for brand strategy perfection — to stay 100% true to your approach and to pay attention to every step on your brand journey.

If you’re an Innocent brand, that advice is doubly true.  I think it’s easier for an Innocent brand to stray than any of the others.  For example, a Jester brand can get away with just about anything.  For the lover, there are lots of levels of passion and lots of flavors of passion.  For the Explorer, there is an almost infinite number of ways to seek out and discover new things.  BUT (and there’s always a big but), for The Innocent, this just isn’t true…. You’re either Innocent…or you’re not. There’s almost no middle ground and there’s definitely not as much wiggle room as with other archetypes.


  • Questions? Call us! … If you’re trying to be Innocent and have questions for us, please reach out.
  • If you liked some of the ideas in this podcast, know that we refreshed ourselves by pulling up our own Innocent Word Bank. — Yep, we use them ALL THE TIME!!!  We think you should too. $29.95
  • Follow us on Facebook

Kevin & Amy

Kevin Skarritt and Amy Zander are the co-creators of the Brand Archetypes podcast and co-authors of the book by the same name. Explore the world of Brand Archetypes and find out how they can transform your company!

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