Bob Sheard: The Purist archetype is becoming more and more powerful, and more and more brands are adopting it, especially fashion brands, because it becomes counterintuitive if a fashion brand is about being comfortable with yourself. So the Purist in archetypal terms is Atalanta, who was a female archetype that turned her back on the palace and went to live in the wilderness and became an amazing hunter. It was said that she could run through a forest without disturbing a bird or breaking a twig, and she was a better hunter than all her men folk. But she was incredibly beautiful and they all wanted to marry her. So she cut a deal with them and said yeah, okay, you can race me through the forest and if you win you can have me, but if you lose, I kill you. And so she was quite brutal in that way. So the effect of her is, or the effect of this role is, authenticity. The place is the place of self-belief, the ritual is the ritual of self-sufficiency and the time of this brand is the time of self-reliance. So, in terms of rational values, this brand is self-referential, it's truthful and it's free. In terms of emotional values, it is intuitive, independent and instinctive, and the authenticity of its effect arises from its charisma, which comes from standing for being original and standing against the unoriginal. And in many ways this brand will have a profound effect on the culture it's not in. So it will stand outside culture and kind of represent a parallel universe of doing things and in doing things, and in that way will be an agent of change and more influential than from being within culture. So in cultural terms, this is Don Draper in Mad Men as a male version of Purist. As a female version of Purist in literary terms, it's Bathsheba Everdene in the book Far from the Madding Crowd. That character was literally lifted and the name was lifted to create the Hunger Games, which is Katniss Everdeen, so literally lifted. And so it's Jim Stark in Rebel Without a Cause. This is not a rebel brand in the sense that we're trying to overturn something. It is a rebel brand without a cause. It's about being truly you and who you really are. It's Wolverine in X-Men, it's Merida in Brave. It's Maya in Zero Dark Thirty Thirty. In terms of the narratives, it demands respect because it has an alignment of single purpose. It's outside culture, so it sets its own context. It's free spirited, it's passionate, it venerates the most important freedom of all, which is to be who you truly are, and it's about being original. And as brands, the one brand that represents this in is Guinness, it's Adidas Originals, it's New Balance, it's Dove and it's the latest iterations of ITV, all of which have this demand for respect. They're outside the normal context, they're free spirited, they live life with passionate intensity, it's about freedom and it's about being an original, and so it's a very powerful archetype.

Michael Campion: It sounds very hard to live up to, does it not? I don't think this is an archetype that one could go in, I don't think you could go in with one foot in, one foot out when it comes to this archetype. Not that you could with any of them, but this one in particular, it feels like you really have to own it.

Bob Sheard: Yeah, you'd have to fully commit to it.

Michael Campion: Commit is the word.

Bob Sheard: Yeah, and it means you are going to do things your way. It's often a founder led archetype you do things your way and the economic consequences of that are a function of doing things your way. You don't set a business objective and try and meet the number. You set a behavioural objective and the number takes care of itself.