Michael Campion: The Child archetype is the brand meaning system you choose if you want the effect of your brand to be wonder. And we get there by rooting the brands in the place of magic, in the rituals of play and at a time of fantasy. The rational values of a Child brand are possibility, simplicity and creativity. The emotional values are innocence, curiosity and imagination. What we stand for as a Child brand is limitless and what we stand against is limited. In terms of culture, then it's Luna Lovegood in Harry Potter, it's Elliot in ET, it's Josh Baskin in Big, it's Forrest Gump and it's Lucy in The Narnia Chronicles. And what Child is, is all about shifting the ordinary to the extraordinary. It's about revelling in beauty, it's the narratives of going beyond the limits, it's exploring one's imagination, it's having childlike wisdom and it's also doing that within the context of innocence. So some of the biggest global brands are Child brands. We see it in Lego, we see it a little bit in VW, we see it in Sony Bravia, certainly in Haribo and in Disney. And those brands are all Child brands, with the narratives of being extraordinary, of beauty, of limits, of imagination, of wisdom and of innocence.

Michael Campion: That childlike sense of wonder is something that most adults lose as we get older. So I think there's a great I can't remember who said it now, but a famous philosopher once said that we're so deeply ingrained in our routines and habits that it takes sometimes a child observing a child, watching them play, to remind yourself of that innocence and that curiosity and the fact that we take ourselves too seriously. So I can see why that would be a great emotional play for a brand to leverage, y es. yeah definitely.

Bob Sheard: I mean Picasso said it took him three years to paint like a master and a lifetime to learn to paint like a child. So it's about unlearning. Yeah, absolutely. I think it's a wonderful archetype to have and laughter is such an important tonic for everybody. A bit of joy, it keeps and nurtures our soul. So, yes, a very positive archetype for a brand to adopt.