The connection between people and brand.
Do you want people to really connect with you? Big brands do this by building their brand from one of the twelve archetypes. Think of Nike as a hero brand, Harley Davidson as an outlaw and Lego as a creator. Brand archetypes are a proven way to gain focus and clarity in your positioning.
In our own brand strategy process, we take the brand step by step. By taking the right steps, we eventually arrive at a strong choice of the right archetype.