Have you ever considered the powerful impact of the guide archetype in branding? Ever thought about how brands like Microsoft, Hyundai, Headspace and Q-Tip have successfully embodied the wisdom, intuition, mentorship, and transformation associated with iconic guides like Star Wars' Obi-Wan Kenobi and Lord of the Rings' Gandalf? Prepare for an awakening as we traverse through a landscape filled with mythological influences, Hollywood storytelling, and innovative branding strategies. Uncover the transformative effect of the guide archetype and its inherent ability to inspire, mentor, and encourage.

Journey with us as we challenge norms and delve into counterintuitive examples. We'll share first-hand insights from our work at Fresh where we helped reposition adventurer Bear Grylls and Australian Sports Compression Wear brand, 2XU, by leveraging the guide archetype in surprising ways. From turning Grylls into a guide, future-proofing his brand, to establishing 2XU as the coach archetype, a spin-off of the guide, we illuminate how this powerful archetype, when used innovatively, can revolutionize brand stories. Get ready to explore new perspectives and unveil the latent hero in your brand.