What system do you use to manage the meaning of your brand through good times and bad?

What archetype is most like your brand and how can you harness the power of that eternal and universal truth to deliver your brand promise to the front line in tact and with impact?

The best system for the management of meaning is the first system–mythology.

Mythology is the most powerful form of storytelling. All societies use mythology and archetypes to deliver meaning. Archetypes are forms or images of a collective nature which occur all over the world. An archetypal brand identity speaks directly to the deep psychic imprint within the consumer, sparking a sense of recognition and of meaning. The unconscious power of an archetype is immense. If the archetype is a conscious system of categorization, then you must be in the correct category or you will lose to the competitor with the better story

The excellent book, The Hero and The Outlaw: Building Extraordinary Brands Through the Power of Archetypes by Margaret Mark & Carol S. Pearson outlines 12 archetypes that are applicable to brand building and how to leverage the one that is most like your brand. Buy it. I’ll help land on your brand archetype and teach you how to anchor your communications strategy with it.