Brand Behaviour Archetypes™

“Conflict creates harmony. From discord comes the most beautiful order.”
Heraclitus, Fragments

Brands drift without structure. Marketing pulls one way. Product another. Time and money get wasted.

This model fixes that. It shows the patterns brands follow, the behaviours they repeat in public. With it, strategy lines up. Decisions get easier. Creativity has focus.

Find your archetype

Expansion

Pursues growth, disrupts boundaries, inspires followers, and defines the future through bold conviction.

Stability

Builds trust, protects continuity, nurtures relationships, and sustains security by dependable care.

Control

Imposes structure, refines standards, directs choices, and maintains authority through disciplined clarity.

Freedom

Breaks limits, embraces movement, seeks beauty, and creates richness through lived exploration.