Why the Deep Dive Exists
The Brand Behaviour Deep Dive tracks how brands act, not just what they say.
It records the evidence: campaigns, ton, and choices that reveal the systems of behaviour behind them.
Each entry is analysed, sourced and dated.
The goal is to see how communication becomes conduct.
The Meaning of Archetypes
These archetypes are not marketing types.
They are modern echoes of ancient survival roles, each now visible in how brands act, speak and design.
They show how human instincts to lead, to protect, to control, and to explore reappear in the systems we build around commerce.
When we study brands, we are watching the same behavioural tensions that shaped tribes, nations and families.
To see them clearly is to understand that strategy is never just technique.
It is human behaviour made visible through design.
Method
The Deep Dive uses observation, not opinion.
- Select: brands are chosen for relevance in the UK market.
- Analyse: campaigns are reviewed against observable behaviour.
- Assign: each brand is mapped to a behavioural archetype and group.
- Summarise: findings are published with sources and signals.
Every entry adds to a growing archive, a living record of how human behaviour expresses itself through modern brands.