The Outlaw archetype is about destroying what is not working and tackling out-of-date laws.  There’s a lot I like about this archetype.  It’s the one that dares to stand alone, to challenge and to fight for change despite high stakes and great risk.  It’s confident, determined and unconcerned about popularity.  Let’s face it, America would...Continue Reading

The Hero archetype exerts mastery to improve the world.  It’s a crusader, a warrior, a rescuer.  The Hero is courageous and tough in overcoming obstacles and persisting through difficult times.  I’m glad that I saved the Hero archetype for Father’s Day month, as I can’t think of a more archetypal American hero to celebrate right...Continue Reading

The Caregiver archetype is compassionate and generous with a mission to help others – a real altruist. Sounds like a Mother to me! So to illustrate this archetype, here are 20 of my favorite and timeless ‘American TV Moms’.  As you read this list, try to remember the shows in which they starred and the...Continue Reading

The Jester archetype is the comedian, the entertainer whose mission is to simply lighten up the world. America’s comical fabric is made up of: Hilarious comedians such as Robin Williams, Buster Keaton, Lucille Ball, Carol Burnett, Richard Pryor, Steve Martin, Eddie Murphy, Bill Murray, Jack Benny, Tina Fey, Joan Rivers, Bob Newhart, Gene Wilder, Gilda...Continue Reading

The Innocent archetype is all about utopia, paradise and happiness. It is known for its spirit of youthfulness and it is driven by its strong moral code, a deep faith and endearing optimism. I see quite an interesting mix of things that contribute to the ‘Innocent’ side of America.  For example: We see the ultimate...Continue Reading

Well for our next archetype, it seems to be the right sort of time of year to look at America the Lover. The Lover archetype (also known as the passionate enthusiast and harmonizer) is characterized by deep feelings, sensuality and being in a desired relationship. It strives to experience intimacy and bliss. Here are a...Continue Reading

Election years bring out our deepest held beliefs, passions and desires for our country and give us even stronger convictions about who we are. So many differences surface, extreme views emerge and emotionally charged debates arise. It’s fascinating and it’s part of what makes the country great. America is a fabulous mosaic of characteristics fueled...Continue Reading

As the ad we created nearly 20 years ago gets replayed each year … I thought I’d just replay the blog I wrote about it a few years back… It was the mid-1990s, the elevator door opened and the president of Coca-Cola USA stepped inside. When he saw me (probably looking particularly wiped out that...Continue Reading

It’s that time of year when we have a heightened sense of giving and we see many brands doing their best to link their promotional efforts to some sort of charitable act. What impresses me more are those brands who make it their daily business to give. Giving is an inherent part of their brand....Continue Reading

Do all the trappings of the market you’re competing in mask your brand? Playing just by the rules set by your industry can whittle you right down to a dull, samey product. Be brave and step out of pack with a distinguished proposition that is true and compelling. Afterall, there’s a ‘sting’ within the word...Continue Reading