Branding

The archetypal branding process converges when values reflect one of 12 universal archetypal stories. This framework also can be used to help a leadership team explore its story-based internal identity. Once a storyline is in place, communications strategies and tools to express it can be developed.

Authentic Archetypal Branding

After Awakening the Heroes Within (1991) was published, I began to recognize the archetypes I wrote about being used in advertisements. I was aware that too many individuals and organizations focus on promoting an image of themselves unrelated to...