The Brand Story

Yesterday’s brands were built on research findings that reported what the marketplace wanted.  As a result, brands were not authentic, believable or sustainable.

FORGE brands integrate marketplace understanding with an inside-out perspective that strategically reflects the passion of the organization’s vision for what it can be.  At the core is a brand story that engages audiences in what’s meaningful about their relationship with you.

At the heart of every great brand is a great brand story


All great brands stake claim to a tightly focused story of who they are and what they stand for.  Apple is the revolutionary in technology – no matter what product or service they take on.  Nike is the determined warrior committed to turning its everyday customers into athletes.  And, the American Red Cross is the faithful hero always there in our moment of greatest need.

While most brand models yield organizational qualities, activities and attributes to define the brand, FORGE’s model reveals the powerful story that defines the value of the relationship.  We use the Pearson/Mark Archetypal Brand Model to uncover the compelling story of the passion and potential of the organization (see for more information).  Because archetypal brand stories include the purpose, personality and values, they have they work harder and deliver greater results.

Archetypal brands deliver 97% higher market value than non-archetypal brands*


Using an archetypal brand story, we establish the first and most primary tool for aligning your actions and words going forward.  Your great brand story will direct innovative organizational strategy, inspire engaging communications and build a strong, committed organizational culture.  It will engage, inspire and spark action.


* Study performed by Young & Rubicam Worldwide and reported in the book The Hero and the Outlaw: Building Extraordinary Brands Through the Power of Archetypes