Why we find certain brand archetypes attractive

My girlfriend likes one type of spin studio. I prefer another. Are we destined to be together forever, or is this the sign of trouble ahead?

And why does it matter which brands people are attracted to?

As a professional in branding, I pay attention to how brands present themselves. SoulCycle is a hugely successful brand and has a very well crafted brand persona. I respect it, but it’s not for me.

It’s a party! Image taken from soulcycle.com

But I do like spin classes… In the USA I very much enjoyed Flywheel and over here in the UK I discovered Digme.

Digme, in particular, is the…


Break it down, get the job done.

Photo by Ryan Snaadt on Unsplash.

I’m spending a lot of time editing videos at the moment for an online course.

I have about 50 videos, ranging from 5 to 15 minutes in length. This equates to about two months of editing. Proooawww. That’s loads.

Each time I load up a video, part of me buckles at the task ahead.

First pass… trim the botched lines.

Second pass… trim the fat.

Third pass… remove the ‘blue’ screen and add text, diagrams and animations.

It can be daunting.

My breakthrough

It occurred to me one day, that once you hit a rhythm, the process becomes a lot easier. And…


The road to recovery.

Photo by Scott Webb on Unsplash

In a whirlwind of events, CrossFit has been sold to Eric Roza after CEO Greg Glassman stepped down on June 9th, 2020. Eric takes over from Dave Castro who was interim CEO.

Greg stepped down after making a comment in poor taste about George Floyd. However, as detailed in this review, there was trouble at the top of CrossFit. Dissatisfaction among the affiliate boxes (gyms) was rife and Greg’s tweet was a catalyst for a chain reaction of events that were waiting to happen.

As a brand, CrossFit began to show some serious fractures.

In my article, I mention some…


Written from a marketing perspective

I can’t speak for you, but I’m a huge F1 fan. Formula 1 may look like an individual sport, but behind each driver is 100s of mechanics, technicians and data scientists all doing their bit. I even heard on a podcast that it’s impossible these days for the head mechanic to know how every little gadget on the car works.

F1 teams need their car ready way before the first race. Photo by Goh Rhy Yan on Unsplash

So you can relax, because launching a product (unless it’s an F1 car), is a lot more straightforward. Phew.

That said, as we describe in our guide, “Product launch planning: 7 steps to success” a launch really is a team…


From hero to zero in one tweet.

Photo by Jesper Aggergaard on Unsplash.

In case you missed it, CrossFit has become one of the biggest fitness sensations in recent times, generating about $4 billion in annual revenue according to Forbes.

There are over 10,000 affiliates ‘boxes’, paying $3000 a year to call themselves a CrossFit gym. Traditionally, Reebok has been the headline sponsor, along with Rogue who provide the weights and rigs.

From a marketing perspective, they have certainly got a lot of things right, such as their qualification process, which is open to all, and kicked off by a televised head-to-head.


Setting up the basics and avoiding common mistakes

Photo by Joshua Earle on Unsplash

You’re starting a business, I’m starting a business… We have something in common, and that my friends, is the need for digital advertising! We will both need to drive traffic to our sites with paid media.

Unless you’re a seasoned advertising pro, it’s easy to get excited about all the ideas you could have, all the media, channels and platforms you could use, and just jump straight in. However, there’s some groundwork to do first so that everything goes live in the right to order to build your audience most efficiently.

Here is the approach we deployed at STANCE to…

The online version of my business.

It’s happened. I’m live.

I’ve taken my practical trade and converted it to online. Here are some learnings and insights that I’m ready to share to those of you wishing to do the same thing.

But first, what’s my trade?

I’m a creative brand strategist.

I’ve been toying with the idea of starting my own brand agency for some time, but it wasn’t until last year that I got excited about bundling that idea with an online learning component.

I found this idea attractive for two reasons:

Firstly, I got excited about the content side of things. I like creating…

Argh. Not again.

Recessions or killer viruses don’t take any prisoners. Brands with the strongest offers and most loyal customers will survive. Weaker or less established brands will feel the strain.

So perhaps while you are at home, you’ll have the chance to reflect on your brand. Is your story right for the current climate? Is your brand identity holding up? Are you delivering your brand promise to your customers? If the answer is ‘no’ to any of these, do take a look at our free brand positioning course over here.

Of course, other winds of change can affect the plain-sailing of your…

Simon Dean

Creator of The STANCE Method. I’m here to talk about branding and storytelling.

Get the Medium app

A button that says 'Download on the App Store', and if clicked it will lead you to the iOS App store
A button that says 'Get it on, Google Play', and if clicked it will lead you to the Google Play store