Now let’s get you thinking about your brand. If you had to choose one story to describe who you are, which would it be? It can be something that happened to you, a story inspired by someone else, a fictional story or even a metaphor. …………………………………………………. …………………………………………………. …………………………………………………. …………………………………………………. …………………………………………………. ……………………………

But as I put the hours into this varied work, a structure began to form, slowly at first but also inexorably toward a defining central idea. Namely, that a brand builds a creative advantage through the fostering of a strong culture of creativity which leads to the consistent ability to construct powerful emotional bonds with its consumers.

The best archetypal brands are—first and foremost—archetypal products, created to fulfill and embody fundamental human needs.

These archetypal images and scenes call people to fulfill their basic human needs and motivations (in the previous examples, freedom and identity, achievement, and intimacy, respectively). In an ideal world, the product serves a mediating function between a need and its fulfillment. A

These archetypes exist everywhere. For example, people see Apple as a rebel brand in part because it’s constantly pushing up against Microsoft. But if you actually look back, Apple is really Eve. Apple is the seductress.