Great brands don’t just tell stories — they choose the right role to play in them.
Sometimes that means being the obsessive fan who goes too far. Other times it’s the struggler whose unseen grind inspires respect, or the unlikely ally whose voice flips the script. The Brand Role Workshop helps you find these roles and use them to unlock richer, tension-driven campaigns that stick.
What’s Inside
- 10 archetypes that push brands into fresher, more powerful roles
- Strategic unlock questions to spark new territories
- Prompt clusters that frame brand roles with clarity and bite
- A format guide that sharpens territories into campaign-ready POVs
Sneak Peek: The Obsessed
Brief: Show irrational passion as proof of belief.
John West did it with the now-iconic fisherman vs. bear fight — dramatizing absurd lengths for freshness. Canal+ pulled it off with a cinema-loving bear rug who couldn’t stop directing films. Ginsters introduced Merryn the Farmer, whose eccentric devotion to veg rebranded the pasty maker as quality-first.
Obsession works because it feels unhinged, but undeniable. If someone cares that much, the product must be worth it.
Other archetypes pack the same punch in different ways:
- The Icon – embodying what your audience longs to become.
- The Struggler – turning unseen grit into status.
- The Surprise Ally – using an unlikely messenger to disarm cynicism.
- The Lived Expert – handing the mic to truth-bearers with lived credibility.
And more, across ten tension-driven roles.
One of 16+ upload-ready playbooks that turn ChatGPT into your creative partner in mischief. Each guide is packed with proven tactics, real campaign proof, and prompts — so you can go from blank page to breakthrough idea in minutes.
