Stop Thinking in Archetypes, Start Building in Genres

On why your brand is not a person, and the three steps to building a brand world instead.

Stop Thinking in Archetypes, Start Building in Genres On why your brand is not a person, and the three steps to building a brand world instead. Fatema Raja Mar 04, 2026 449 31 96 Share Over 30,000 new consumer products launch every year. Thousands of brand strategists. Tens of thousands of workshops. Hundreds of millions spent on identity, positioning, visual language, tone of voice. More brand thinking than at any point in history. And somehow, every category looks identical. Walk a skincare aisle. Scroll a wellness brand’s Instagram. The same warm neutrals. The same serifs. The same words, i

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