Building Brands With Archetypes

Sylvain: Oftentimes, I think that archetypes are a common and easy way to connect over ideas. So how we're building brands, we're looking to build unique brands with differentiation. But those brands connect to people through common ideas that may be less differentiated. And so archetypes often are a nice way for us to talk about the foundational footholds or anchors of a brand. It's all about the idea at the end of the day, you're, it's a creative process.