Brand strategy insights:what we've learned diagnosing brands.
Articles on positioning, strategy and what actually makes marketing work.
Strategy and positioning
Marketing strategyMarketing agency, advisory or consultancy: which one to hire?
Agency, advisory or consultancy? See what each kind of marketing partner delivers, when to hire each one and how to pick the right model for your company.
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Brand positioning12 signs your problem is positioning, not execution
Marketing isn't working and you've already switched vendors? Learn what brand positioning is and the 12 signs that it's where your real problem lies.
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Marketing managementAgency not delivering results? Read this before you switch
Marketing agency not delivering results? See the most common causes, how to tell weak execution from missing direction and what to do before you switch.
ReadBrand archetypes:the 12 personalities.
A guide to each archetype: the desire behind it, how it shows up in communication, its risks and which archetypes it pairs well with.
Brand archetypesThe 12 brand archetypes: the complete guide
Learn what the 12 brand archetypes are, the core desire behind each one and how to choose the right personality for your company with method and evidence.
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Brand archetypesThe Innocent archetype: the brand of simplicity
The Innocent brand archetype explained: core desire, fear, tone of voice, visuals, where it tends to work, its risks and how to tell if it fits your brand.
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Brand archetypesThe Sage archetype: the brand that teaches
The Sage brand archetype explained: core desire, fear, tone of voice, visuals, the industries where it works, its risks and how to tell if it fits your brand.
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Brand archetypesThe Explorer archetype: the brand of freedom
The Explorer brand archetype explained: core desire, fear, tone of voice, visuals, where it tends to work, its risks and how to tell if it fits your brand.
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Brand archetypesThe Outlaw archetype: the brand that breaks the rules
The Outlaw (or Rebel) brand archetype explained: core desire, fear, tone of voice, visuals, where it works, its risks and how to tell if it fits your brand.
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Brand archetypesThe Magician archetype: the brand that transforms
The Magician brand archetype explained: core desire, fear, tone of voice, visuals, shadow and pairings, plus how to tell if it's the right fit for your brand.
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Brand archetypesThe Hero archetype: the brand that rises to the challenge
The Hero brand archetype explained: core desire, fear, tone of voice, visuals, its shadow side and how to tell if it's the right archetype for your brand.
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Brand archetypesThe Lover archetype: the brand of connection and pleasure
The Lover brand archetype explained: core desire, fear, tone of voice, visuals, where it works, its shadow side and how to tell if it fits your brand.
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Brand archetypesThe Jester archetype: the brand that entertains
The Jester brand archetype explained: how it uses humor in tone and visuals, where it works, the risks it brings and how to tell if it fits your brand.
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Brand archetypesThe Everyman archetype: the brand that talks like real people
The Everyman brand archetype explained: core desire, fear, tone of voice, where it works, its risks and how to tell, with evidence, if it fits your brand.
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Brand archetypesThe Caregiver archetype: the brand that protects
The Caregiver brand archetype explained: core desire, fear, tone of voice, the businesses it suits, its shadow side and how to tell if it fits your brand.
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Brand archetypesThe Ruler archetype: the brand that leads
The Ruler brand archetype explained: core desire, fear, tone of voice, the businesses it suits, the risk of arrogance and how to tell if it fits your brand.
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Brand archetypesThe Creator archetype: the brand that gives shape to ideas
The Creator brand archetype explained: core desire, fear, tone of voice, where it works, the perfectionism trap and how to tell if it fits your brand.
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