Choose the Tension Before You Choose the Tone

Principle: Pick the emotional job first; style choices come second. The move Start by asking what kind of reassurance or motivation the customer is buying. In anxious categories, archetypes that signal guidance, safety, or competence often outperform archetypes chosen only for novelty. Why it works Archetypes reduce internal disagreement because they give the team a shared emotional center. That center makes headlines, imagery, and proof points easier to judge. Strategy check If the archetype and the category risk do not fit, the copy may be memorable but the brand becomes harder to trust.

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