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Courageous, bold, and inspirational seeking to make the world a better place. Example brands: Nike, FedEx.

Fun-loving, light-hearted, and enjoys living in the moment. Example brands: Old Spice, Ben & Jerry's.

Sensual, passionate, and committed to creating intimate connections. Example brands: Victoria's Secret, Godiva.

Adventurous, independent, and pioneering spirit. Example brands: The North Face, Jeep.

Authoritative, controlling, and exudes power and stability. Example brands: Mercedes-Benz, Rolex.

Optimistic, honest, and enthusiastic with a moral fabric that appeals to families. Example brands: Dove, Coca-Cola.

Visionary, charismatic, and focuses on transforming realities. Example brands: Disney, Red Bull.

Nurturing, protective, and generous with a desire to care for others. Example brands: Johnson & Johnson, Toms Shoes.

Knowledgeable, thoughtful, and seeks the truth. Example brands: Google, BBC.

Innovative, creative, and seeks to build meaningful things. Example brands: Lego, Apple.

Approachable, down-to-earth, and supportive of commonsense values. Example brands: IKEA, Levi's.