Based on our proprietary system of Archetypal Branding, as laid out in the landmark work, The Hero and the Outlaw: Building Extraordinary Brands through the Power of Archetypes (Margaret Mark and Carol S. Pearson, McGraw Hill) ARCHAI works with clients to identify and activate the Archetypal power of their brands. This results in brands and business that transcend demographic and cultural differences, resonating around the globe and over time.