J.Crew and Anthropologie are two very similar chain store brands. Yet each of them have their own, unique approach to how they communicate with their audiences.
It is not the companies themselves who are the heroes in these examples – it is their target groups. J. Crew and Anthropologie act as mentors who respond to the growth needs of their audiences. On the one hand, J. Crew is the detective who uncovers the people behind the scenes, using detailed language and a clear focus. Thus, he responds to the need for perfection. On the other hand, Anthropologie speaks of the magician, who dreamily and playfully reveals the beautiful and undiscovered.
Although the model of the mentor-archetypes is already widespread in branding, often it remains superficial. After all, not every magician has the same tricks up his sleeve.