The Sage brand archetype seeks the truth and wants to find the good and the wisdom in all situations. Sage brands will promise learning and teaching knowledge and therefore will often make use of their higher levels of vocabulary or symbolic imagery. Guided by truth seeking, the Sage is most fulfilled by finding answers to the most challenging questions. Whilst demonstrating intelligence, knowledge and keen problem-solving skills, Google is probably the most significant Sage of our time.
On a good day, the sage will be wise, open-minded and articulate. However, at their worst they can be seen as self-absorbed or cold to some.