The Lover is about creating relationships and evoking emotions. No man is an island – the lover brand archetype wants to make people feel special and meet this need. The lover sees the world in the perspective… what has love got to do with the journey we call life? Everything. Lover brands like to celebrate the physical joys of being human, fostering intimacy and bliss in their consumers.
The lover is passionate and represents anything that pleasures the senses – beautiful things, indulgent foods, enticing scents.
At their best the Lover brand archetype will be magnetic and committed, however at their worst they can be seen as people pleasers, obsessive and shallow.