This book offers a clearly structured system that all business and marketing profession-als can follow and replicate. Readers will learn how to understand the deep meaning of their product category and "claim" it for their brand, how to assess the competitive landscape from an archetypal perspective, how to connect with customers more deeply, and how to tell their brand's story in a way that echoes the most endurerig and beloved story patterns, the world over. Illuminating the untapped potential underlyng every stage of the marketing mix, the authors also show how the brand story begins with the product itself, and can be communicated not only in the advertising, but also in event marketing, public relations, organizational culture/policies, and philanthropic efforts. The book's fascinating culmination puts it all together with a discussion of how the deep rneaning of a product category itself can inspire a unique an compelling brand identity.