What stories are you living? What about your brand? And how do you manage that meaning? With Archetypes. And who better to discuss the power of archetypes than Carol S. Pearson? Carol is the co-author of “The Hero and the Outlaw: Building Extraordinary Brands Through the Power of Archetypes” (Published 2001), alongside Margaret Mark. This book has been incredibly influential in the brand strategy space as its ideas on archetypes have been taken and used to align teams and intentionally build brands. Carol’s latest work focuses on exploring how archetypes show up in individuals and her recent book is called "What Stories are You Living? Discover Your Archetypes, Transform Your Life." In this episode, Matt Davies and Jacob Cass discuss Carol's work – both past and present – to uncover the power of archetypes and how this knowledge should be used and how it should not.