§ Lecture 02 of 04 · Teaching brief
Brand & product
The promise — and the proof.
Archetype · voice · feature set
Brand is the promise your buyer expects you to keep. Product is the proof you can keep it. This round lines them up.
Pick an archetype that fits the segment from R1, lock a voice, name the product, write a tagline, and choose features that back the claim. Coherence is the grade. A Caregiver archetype with a Bold/Edgy voice reads as fake; a Premium product with a $4.99 promo reads as desperate.
From the field
Canned water
Liquid Death
Outlaw archetype, irreverent voice, product that backs the "murder your thirst" promise.
Personal care
Dove
Caregiver archetype — same shelf as half the category, completely different promise.