Brand Archetypes in Action

The Ultimate Guide to Brand Values: Build a Brand That Truly Connects

Your brand values are more than just words – they’re the foundation of how your business connects, communicates, and builds trust. When defined with clarity and intention, they become the driving force behind attracting aligned, high-value clients. In this guide, you’ll discover what brand values really mean, why they matter, and how to uncover the ones that genuinely resonate with your audience – so your brand doesn’t just stand out, it truly connects. Your brand values are not just

The Secret Archetypes of Bridgerton – What makes each character so compelling

Dearest Gentle Reader, It has come to this author’s most attentive notice that within the illustrious world of Bridgerton, one does not merely find romance and regency finery – one finds archetypes in their most exquisite form. Indeed, the ton may believe itself preoccupied with courtship, but beneath the silk gloves and scandal sheets lies something far more revealing: the essence of character itself. Let us begin, as all proper matters must, with authority. Lord Anthony Bridgerton – The

Zohran Mamdani branding with campaign poster and pins

Rebranding Politics with Personality the Zohran way

When you think of political branding, what comes to mind? Probably a sea of red, white and blue, bold serif fonts, and the star spangled banner. But Zohran Mamdani’s campaign for Mayor of New York City broke every one of those rules – and in doing so, made a powerful statement about what branding really is. This wasn’t just a clever design project. It was a case study in how personality-led branding can drive connection, cut through noise, and

The Brand Archetypes Hiding in Schitt’s Creek

When Schitt’s Creek first aired, few could have predicted that a low-budget Canadian sitcom about a wealthy family losing everything would become one of the most beloved shows of the decade. But as anyone who’s cried during the series finale will tell you – this show wasn’t just good. It was transformational. So what made Schitt’s Creek so universally adored? It’s simple: the characters. More specifically, it was the archetypes behind those characters – the timeless personalities we instinctively

Jaguar’s Bold Rebrand: A Shock to the System or a Visionary Long Game?

Is this a misstep or a visionary gamble? Jaguar’s leadership appears to be doubling down. They’re fully committed to this new path, believing that in time, the market will catch up to their vision.

From Brand Culture to Kiss Cam Disaster – Exploring Authentic Leadership

At a recent thought leadership breakfast, a powerful conversation unfolded around what it means to lead authentically. From the moment we sat down, one theme resonated deeply: authentic leadership is not a performance – it’s a practice. It’s about genuinely caring for your people, leading with integrity, showing vulnerability, not pretending to have all the answers, owning your mistakes and aligning your actions with your values. Among the ideas shared: It was a grounded and energising discussion – and

Half Caked Expectations

Last weekend, amid the chaos of unpacked boxes and nursing a stubborn bout of flu, I faced a birthday dilemma: how to secure my husband a cake worthy of celebration when I could barely lift my head off the pillow. So, I turned to Google and found a local cake shop offering online orders. As I scrolled through the options: Full (serves 12–16)Half (serves 6–8) andQuarter (serves 3–4) I paused at “Half.” My initial reaction? Surely “Half” must simply

How Kellogg’s made “Breakfast is the most important meal of the day” a cultural truth

In the fast-paced swirl of modern life, it’s easy to forget that some of the “truths” we live by were carefully crafted stories, intentionally told by brands.

The ‘C’ word in Branding

We’ve all been there. You open Canva to whip up a quick social post or presentation. Before you know it, you’re 45 minutes deep into tweaking fonts, clicking through trending templates, and testing out a dozen different colour combos. It’s creative, it’s fun, it’s fast – but here’s the catch. Somewhere in that colourful chaos, your brand identity quietly slips out the back door. For business owners, especially those of us who live and breathe visual storytelling, staying on

Image credit:Camden and Hailey George - https://unsplash.com/@crtvduo

A Diamond is Forever: How De Beers Rewrote the Rules of Love and Luxury

Around the world over we all know what a social media post with a beaming couple and a diamond ring means. An engagement! A promise of commitment and eternal love. But this symbol of love is a relatively new concept – coined by nothing more than a genius marketing move! When we think of the world’s most iconic marketing campaigns, one line gleams brighter than most: “A diamond is forever.” Started by De Beers in 1947, this phrase didn’t

Vinomofo – wine snobs move aside – the Mofo’s are taking over

It’s one thing to push the boundaries of convention, but what happens when you call your clients Mofo’s? In the case of Vinomofo, an Australian online wine retailer, it is just one part of their brand that has catapulted them to a massive $300M business. Vinomofo, an Australian online wine retailer, has redefined the wine industry by embracing The Rebel Brand Personality. This archetype is characterised by a desire for revolution, an intrinsic need to break the rules because

Brunetti Oro: Melbourne’s Iconic Italian Café mastering the Art of Seduction

Nestled in the heart of Melbourne, Brunetti Oro has become an institution renowned for playing it’s part in the city’s rich Italian heritage. Since its inception in 1956 as a humble cake shop, it has expanded into an iconic brand renowned for its exquisite cakes, pastries, coffee, and authentic Italian cuisine. Its flagship Flinders Street location is a grand yet nostalgic space, combining modern sophistication with a touch of old-world charm. This irresistible mix makes Brunetti Oro a true

How Tennis’ Biggest Tournaments Create Unforgettable Brand Experiences

The four major tennis Grand Slam tournaments – the Australian Open, French Open, Wimbledon, and US Open – each offer far more than world-class sport. They create distinct brand experiences that resonate deeply with fans, embodying unique personalities that shape everything from the energy of the crowd to the smallest details of the event itself. Each tournament tells its own story, with its identity enhancing the emotional connection between fans, players, and the game. Let’s explore how each Grand

Defying Gravity: How to Soar Above the Competition with Your Personal Brand

What can we learn about using archetypes in personal branding from the characters of Wicked?

Talking with Tiz

Debbie and Tiz had a chat about Tiz’s experience using Brand Archetypes in her business.

Archetype Anecdotes