In the creative business, we have had no comparable concept or vocabulary. Yet the stories you tell about yourself and your creative business – your brand –  in truth are among the most vibrant contemporary expressions of these deep and abiding patterns. Whether through conscious intent or fortunate accident, brands achieve deep and enduring differentiation and relevance by embodying timeless archetypal meaning. In fact the most succesful brands always have done so.

This phenomenon is not about ‘borrowing’ meaning in an ephemeral advertising campaign, but rahter becoming a consistent and enduring expression of meaning – essentially becoming a brand icon.  Films have done so like Star Wars, Gone with the Wind and actors like John Wayne.  Brands that have achieved this status, accidentally or as a result of fabulous gifted instinct, have captured and held the imagination of the public. And if they ware wise, their storytellers have stayed the course simply because what their brands have come to represent resonates with the public so well and so consistently.