Lesson 3: Avoiding The Archetypes

Most brand strategies answer the question "who are we?" with a list of words like integrity, innovation, and collaboration - and call it done. In this lesson, I show why that approach is costing your clients customers, and how the world's strongest brands define their character in ways that are genuinely distinct and memorable.

You'll see how companies like Airbnb, Meta, and Cisco use active, story-driven language to bring their values to life - and why that matters far more than ticking the usual boxes. I also walk you through step 4: how to define the look, feel and sound of a brand in just five or six words that can guide every designer, copywriter and creative partner you'll ever work with.

By the end of this lesson you'll understand why generic brand personality frameworks - yes, including archetypes - can actually hold a brand back, and what to do instead.

Click on to find out more....