How Brand Archetypes Dominate a Category This month we’ll continue Sharon’s review of “Brand Archetypes” with very specific examples in several sub-segments of the dog-products market. You’ll get to see how the winners in most markets–as documented by their PPC position & impression share–have the clearest and most consistent communication of an important brand archetype in the category. (This is the crowing jewel to seeing how you can implement this concept in your own marketing).