When developing a new brand strategy or direction, don’t forget that people rely on genres and archetypes to better cope with the overwhelming amount of information confronting them on a daily basis and to establish an understanding of the unfamiliar. We can’t spend all day sifting through visual cues or deconstructing symbolic meaning. Instead we see something, quickly categorize it, and then move on to the next thing. For new and old brands alike, this is a chance to gain equity with consumers by aligning with familiar genres and archetypes. People will be able to answer the all-important question of “What is your brand about” much better if it’s relatable to something already recognized in the collective mindset. On the other hand, challenging traditional genres and archetypes provides an opportunity to make an impact through parody or revisionism.