My opinion is that almost anything based on the work of Carl Jung has its roots in indecipherable nonsense.
Successful companies develop personalities — intentionally or not. Some companies nurture their brand personalities. Others don’t. Harley Davidson’s outlaw personality is a prime example of a carefully nurtured brand personality.
However, breaking down these personalities into 12 categories seems simplistic and ill-conceived. Coming up with even more categories and finding companies that fit would be easy.
I think there are as many different company personalities as there are different companies. Each one is unique (just like people) — a combination of a million different traits. But it’s a mistake to take one characteristic within a personality, assign it to a category, and then reduce and define that personality by that one, single trait.