Who is your brand? And what is its story?

Jon Howard-Spink looks for a more potent way to define brands than sterile adjectives. His solution uses archetypes based on stories and characters from myths and legends.

who is your brand? and what is its story?

Jon HowardSpink, sets out guidelines for using archetypes effectively to build brands

Jon HowardSpink Mustoe Merriman Levy and The Oven

Is there a better way to define brands than the jumble of bland, unrelated adjectives we typically employ? That was the question I posed here last October. My answer was to suggest that there is much to be learnt from the archetypal stories and characters of myth and legend. However, as with any good yarn, my first installment ended on a cliffhanger. Left unsaid was how exactly you put this theory into practice, which I address in this article.

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