Bob Sheard: Craftsman is a very dominant archetype, especially when the brand has been founder led and that founder was an artisan, it's a natural place to go. The reason you would choose this for your brand is if you want the brand's effect to be trust and to trust in the products that you use and to know that the brand that you're consuming has your back on a micro level so you can trust yourselves on a macro level. The place of this brand, of Craftsman brand, is the place of inspiration, is the ritual of creation and it's the time of patience. You can't rush craftsmanship. The values, rationally, are diligence, innovation and mastery. The emotional values are perfection and passion, but marshalled by humility. This is a brand that stands for perfection and it stands against imperfection. In terms of culture, it very much is a kind of secondary player in cultural narratives. It's very much in the background, it's the product that's in the foreground. So in culture it's Q, it's the quartermaster in James Bond, it's Hattori Hanzõ in Kill Bill, the sword maker. It's John Baptiste in Perfume, it's Shuri in Black Panther, who is effectively the quartermaster in Black Panther, and then it's Gendry, the blacksmith in Game of Thrones, and the narratives that they all have are orienting around trust, that you must trust the process to make the object of craftsmanship. That will create intuitive performance on the part of the Warrior who is being bestowed with the object. It requires patience, because you can't rush craftsmanship. It requires intuition. It's about having mastery over the detail, and then you trust very much in the place of craftsmanship, whether it's the engineering from Germany or whether it's the precision from Switzerland, it's all about the place. And then we see that writ large when we look at this in brand. So it's Leica, the camera and lens maker, it's Honda, it's Cartier and it's Jack Daniels, and you can see in those brands that it's all about the process of creativity, the performance of the product, the patience that goes into the craftsmanship, the intuition it creates, the detail that they have and the place of creation. And so it's a very powerful archetype when the magic of the brand is in the product.

Michael Campion: It's very reverential to product as an archetype. I can see why it would make total sense to use the Craftsman if you're in food and beverage, because you really want to trust the provenance of the food and the ingredients. I could see how it would make a lot of sense if you're in fashion as well, particularly in shoes or bags. If the Craftsman makes such sense intuitively for food and beverage, for fashion, does that mean that you've got to go into other archetypes if you want to pivot off difference, because craftsman is kind of overdone, or no?

Bob Sheard: No, sometimes Craftsman gets blended. So you use the Craftsman narratives for product communication and then you augment that with the personality from another. So we've done that before with Warrior Craftsman at Arquus, we've done that with Rebel Craftsman at Mountain Equipment. But I think where Craftsman comes into its own is when you have a large and varied consumer base. So then when you've got a large and varied consumer base, different demographies over different geographies, then you're looking for something that can intersect universally at that Venn diagram. So if you've got lots of circles and you need something that's going to work universally, then Craftsman's a really good brand role to use to cover off different geographies and demographies.