Alcohol Needs States, I've Forgotten Them All

Brand archetypes can be a useful tool for developing business strategy and associated brand strategy. But when you get these ropey mappings of saying within the refreshment needs states, only three archetypes work, you're like b****** right? I saw an analysis done by some incredibly unscrupulous firm which was telling a major Australian insurance holding company that if they moved one of their brands from hero archetype to sage archetype, that they would see an X million dollar uplift in business. It was just the most methodologically ropy piece of dog shit you've ever seen. And but the trouble was the client believed it. So I guess what I'm laboring is use it as a