The Step Change Blog

When brands identify with archetypes, customers are drawn to them. No wonder archetypal marketing is now a prerequisite to effective marketing. Discover how you can use the brand archetypes in your own business.

This blog post features the 7th brand archetype in the series, which explores how brands use literary archetypes to stand out and be remembered.

This is the 6th brand archetype in the series, which explores how brands use literary archetypes to stand out and be remembered.

This is the brand archetype for the revolutionaries, the misfits, and the radicals. Think: Harley Davidson. Richard Branson and his Virgin empire. The Australian bushranger Ned Kelly. Does your brand define the Outlaw? Find out here.

Do your products or services gratify the desire for freedom and adventure? The Explorer could be your brand’s archetype. Find out here.

Hero brands help people achieve their ambitions. They help people solve social, environmental and other major issues. Is your business a hero brand?

Known as the truth seekers, Sages bring life to their brand through facts, higher-level vocabulary and deep imagery — does this sound like your business?

Discover the Ruler archetype, and find out if this is the core archetype best suited for your business.

Learn from Dean Mannix, the best way to handle marketing and sales email mistakes

Learn from Steve Jobs about how to apply range architecture in your business and the importance of simplicity...

Watch our strategists discuss how to create a standout purpose statement ...

Discover the best way to brand your company's website and maximise your sales potential..

If you've always wanted to take on your competitors, now is your chance! Watch as our strategists give you all the tools you need to win.

If you're thinking about using social media, take a look at this video with our expert strategists.

Learn how to engage and influence your audience with this 9 minute video brought to you by our strategists.

This week's Virtual Stump The Strategist answers questions on consumer apps and coffee shops live in 9 minutes. See if these answers can apply to you here

When making a name change companies tend to focus on the upside and forget to quantify the value of what they are giving up. Do you know what you're giving up?

With trends, there are either opportunities or threats and you can work with them or against them. Find out how to work with trends for greater advantage here:

Personal expression and personal enrichment are two proven and powerful ways to position your brand. See how other brands have done it here:

Jeff Cooper remembers his inner cool teenager as he ponders the irony of smoking in the face of meteoric cigarette tax hikes and ugly packaging.

Social and environmental responsibility are two proven ways to position your brand. Here are some brands that have used this positioning.

Niche market and geographical territories are two proven and powerful ways to position your brand. See how major brands have done it here:

Here are two proven and powerful ways to position your brand. Read about the positioning territories of speed and reliability here:

Brand positioning is about defining an idea and then owning it. How could being the originator or owning simplicity benefit your business?

The positioning territory of size focuses on the large range of products or services your brand offers. If size is your brand's aim, what is your target?

If you are going into business get focussed. Hire for quality rather than role then invest in the culture you want to create. Are you ready to take the risk?

Greed may or may not be good, but it's not going anywhere. Despite the wonders of technology, creativity is still the key to making a mint.

Why are clients so reluctant to heed brand advice from agencies? Is it because business, marketing and innovation aren't working together with equal importance?

Working smarter is everyone's goal. Step Change Marketing have produced an animated 'Smarter Working' explainer series for AGL that you can check out here: