The archetype your brand plays (one, with a reason), and how the brand family fits together: master brand, products, sub-brands, and what carries the name.
The archetype your brand plays (one, with a reason), and how the brand family fits together: master brand, products, sub-brands, and what carries the name.
Archetype gives the brand a personality it can hold for years. Architecture keeps you from naming everything twice.
A 90-day plan with bets: what you will build next, how much time each bet gets, and what you are deliberately not building.
This class teaches shaping and appetites. The roadmap is that discipline applied to your own venture, on one page.
One primary archetype, one influencer, and the evidence for both. The Google Slides version is linked below if you would rather work there.
| Field | Your answer |
|---|---|
| Customer desire (explore, legacy, connection, structure) and the interview evidence for it | |
| Primary archetype (about 70%) and why | |
| Influencer archetype (up to 30%) and why | |
| Eight brand attributes you would defend in a design review | |
| Friend circle: three to five brands yours would sit with, none from your category | |
| Motto, one line. Could a rival say it? If yes, rewrite. | |
| The brand moment you rendered three ways, and which one was unmistakably yours |
The family as it is today and where it is going. Draw the map, fill the grid, pick the model.
| Segment | Offer A | Offer B | Offer C | Offer D |
|---|---|---|---|---|
Print this page, or copy the structure into your Venture Book. Every line is meant to be filled in.
| Bet | What it is | Why now (which metric or broken step) | Appetite (time budget) | Done means |
|---|---|---|---|---|