How Do You Decide Which Archetypes to Use for Your Brand?

LZ Granderson: We have 12 main archetypes now, but there are also like archetypes with there are there are families of archetypes, right? So it could go to 60 or 80. He says we should start with thinking about what role does the brand have in consumer slides and then go from there. LZ: I'm thinking a little bit about how you choose an architect that's even more connected to culture than before.