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    Course · Brand Foundations trackTactic

    Archetype Selection Workshop

    Run a 60-minute session to pick a primary + secondary archetype with do/don’t guardrails.

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    Facilitator guides, practice worksheets and completed examples for running this with your team.

    Brand Archetype Picker
    12 Jungian archetypes — pick primary and secondary.
    Brainstorm
    Grid of sticky notes to fill in.
    2×2 Matrix
    Plot ideas on two axes (Impact vs Effort).
    Mind Map
    Central idea with branches.
    Strategy this executes

    The strategic decisions this play depends on.

    Archetypes
    Strategy
    The 12 Jungian brand archetypes and how to pick a primary and secondary.
    Brand Archetypes
    Framework
    The 12 archetypes deep-dive with brand examples, motivators and expression across voice, story and product.
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    Brand Purpose
    The reason the brand exists beyond profit — the change it wants to see.
    Vision & Direction
    The 5–10 year aspirational state the brand is building toward, plus the strategic direction that gets there.
    Mission
    What the company does day to day to move toward the vision.
    Values
    The guiding principles that shape behavior and hiring — non-negotiables, not slogans.