I think the point about who is telling the story is particularly interesting because it gets to the heart of differentiating personal archetypes versus company archetypes - and when I conduct brand audits with c-suite executives, a common challenge is differentiating the company from the person - because, after all, people are the company. And yet, objectivity is also required, because all of the people make the company not just one (and critically the customers too). And strategic direction obviously plays a fundamental part, as do customer archetypes and that key archetypal intersection sweet spot. Love the brand police versus shepherd too - it certain softens and yet adjusts internal direction.
