Brand Identity Comprehensive guide for creating and managing brand identities from strategy to execution. Brand Strategy Foundation What is a Brand? Brand Hierarchy --- Brand Strategy Brand Purpose Brand Positioning Competitive Positioning Map Brand Archetypes | Archetype | Desire | Strategy | Examples | | ------------- | ---------- | ----------------- | ----------------- | | Innocent | Safety | Be pure/simple | Coca-Cola, Dove | | Explorer | Freedom | Discover world | Jeep, North Face | | Sage | Wisdom | Find truth | Google, TED | | Hero | Mastery | Act courageously | Nike, FedEx | | Outlaw…