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The Jester

What Is The Jester?

Brands using the Jester archetype focus on fun, humour, joy, spontaneity and entertaining others.

Key themes: fun, joy, entertainment, spontaneity
Dominating tonality: bold, fun, humorous, positive

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3M
7up
Absolut
Accenture
Adidas
Adobe
Airbnb
Allianz
Zoom
Zillow
Zara
YouTube
Xbox
Wells Fargo
Walmart
Walkers

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