The Sage

The Sage Archetype in action

Sage brands are considered “experts.” These brands inform consumers and guide them towards making the right decisions. Oprah Winfrey, Harvard University, Mayo Clinic, The New York Times, and CNN are all examples of Sage brands that consider themselves to be leaders and enlighteners in the midst of a confusing, and often deceptive, world.

Any company that finds value in analysis and advancement, the possession of knowledge, or distributing information can easily call themselves a Sage. Examples include news sources, institutions of higher education, research firms, bookstores, museums, and libraries.

Brands that identify with the Sage archetype regularly use perfected and refined marketing materials–they don’t try to impress with unnecessary or elaborate additives. Sage brands tend to lean towards neutral or muted color palettes; gray, navy, or white for their designs and logos. Some Sage brands create marketing materials that deviate from the status quo in an attempt to make people see things in a notable way.

Sage brands never “dumb down” their marketing, as that could be perceived as an insult to the intellect of their target customers. Instead, a Sage focuses on education, information, and sometimes exclusivity.