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.

Brands that capture the essential meaning of their category—and communicate that message in subtle and refined ways—dominate the market,

This desire to create and communicate value, in an attempt to compete for customer mindshare, is often the initial driver to get better at brand storytelling. And it’s also the reason we’re under-utilising one of our most precious resources—the power of our identity.