A brand’s meaning―how it resonates in the public heart and mind―is a company’s most valuable competitive advantage. Yet, few companies really know how brand meaning works, how to manage it, and how to use brand meaning strategically.

This story told by Peter de Kuster, founder of The Heroine’s Journey and The Hero’s Journey provides the illusive and compelling answer. Using the great stories of past and present Peter shows that the most successful stories are those that most effectively correspond to fundamental patterns in the unconscious mind known as archetypes.

This seminar provides storytelling tools and strategies to:
• Implement a proven system for identifying the most appropriate and leverageable archetypes for any  entrepreneur,  company and/or brand
• Harness the power of the archetype to align your storytelling strategy as to sustain competitive advantage