Too often, competitive analysis devolves into a mind-numbing exercise of feature and "me too" statement comparisons. But archetypes offer a unique framework with which to view your competitors and position against them.
The Next Billion Dollar Brand: Growing in a Greenhouse Near You
Having “grown up” in the telecom and IT technology industries, we've seen innovation that led to big brand opportunities. But in the last few weeks, we’ve come to believe the next billion-dollar brand will not come from IT but rather, cannabis, and that brand is likely growing in a greenhouse near you.
United in Shame
What a Good Brand Story Does to Your Brain
Archetypes in the House (of Brands)!
A "house of brands" is a company with multiple brands in the same product category (e.g., GM, P&G, Newell-Rubbermaid, etc.). The best brand houses differentiate their brands and drive efficient marketing campaigns by applying archetypes. Here's a closer look at how Dorel Sports/Cycle Sports Group does it with three iconic bike brands.