Brand Archetypes are nothing new. That's the problem. They need a refresh.
Marketers have long used mythical archetypes to fashion brand stories. Mythic archetypes appeal to the values of audiences by explaining how a brand enables participation in a heroic story. For instance, in an article for the Content Marketing Institute, Bryan Rhoads explains that the archetypal “Overcoming the Monster” story line follows a prototypical “David vs. Goliath” structure that places customers as the quintessential “underdogs” in a fight against a “larger evil”: