people to work with. If you look around you, you’ll notice that the most powerful brand storytelling leverages the power of absurdity, illogicality, costliness, inefficiency and nonsensicality, because convention, similarity and rationality, for all their usefulness, convey no message about who you are and who you aren’t. ‘Meaning is conveyed by th

To do archetypal branding well, it is advisable to tap into the deeper, more humanly compelling quality of archetypes, rather than treating them in an incidental manner as lifeless stereotypes.