Writing.
Brand craft: positioning, repositioning, frameworks, and why some brands move people. The founder work is on the BrandMultiplier blog; a reading order is further down.
On CRC.
Why some brands move us
Jung, the twelve archetypes, and why people love the brands they love. The essay that explains Movere.
Chris Rubin · 2023
Five brand repositionings that worked
Domino's, Dove, Starbucks, Spotify, Old Spice: what each admitted, what each changed, and what happened next.
ChrisRubinCreativ Editorial · 2025
The Innocent: Coca-Cola, Dove, and the promise of a simpler world
The archetype series, part one: what the Innocent promises, why Coke and Dove have held it for decades, and when it backfires.
Chris Rubin · 2023
The Rebel: Harley-Davidson, Red Bull, Virgin, and the sale of defiance
Part two: three brands that turned rule-breaking into a business, and the one condition that makes it fail.
Chris Rubin · 2023
Seven brand strategy frameworks, compared
Positioning, the Brand Key, Keller's pyramid, Blue Ocean, Kapferer's prism, Aaker, BAV: what each is for and when to reach for it.
ChrisRubinCreativ Editorial · 2025
From the BrandMultiplier blog.
All posts ↗The founder work is on the BrandMultiplier blog. This is a reading order.
The founder's story problem
From Story-Driven Growth, the BrandMultiplier newsletter. Start at the top.
Anatomy of a founder bottleneck
A composite case: closing the win-rate gap between deals the founder is in and deals the founder is out of.
BrandMultiplier · Story-Driven Growth ↗
The identity trap: why founders won't leave the sales seat
Process, budget and timing get the blame. Identity is the reason, and the fear of being replaceable runs backwards.
BrandMultiplier · Story-Driven Growth ↗
The compound effect
Consulting deliverables start decaying the day they land. Narrative infrastructure compounds.
BrandMultiplier · Story-Driven Growth ↗
Measuring narrative infrastructure
Four leading indicators, four lagging indicators and a four-tier maturity model, for reading the system before the outcomes confirm it.
BrandMultiplier · Story-Driven Growth ↗
The point of view is there. It's just locked.
April Dunford says B2B buyers need vendors with a point of view on AI's future. She's right. This is the layer underneath it.
BrandMultiplier · Story-Driven Growth ↗
Founder to architect: the third option
The opposite of founder dependency is architecture: what runs while you're out of the room, and what the ongoing role costs.
BrandMultiplier · Story-Driven Growth ↗
AI-ready founders: five signals your edge is exposed
The exposed asset is the advantage you never wrote down, and AI-readiness decays.
BrandMultiplier · Story-Driven Growth ↗
Founder dependency and exit value: five deal terms
How founder dependency moves earnouts, escrow and retention, and what that does to the price.
BrandMultiplier · Story-Driven Growth ↗
Myths, Machines, and Meaning
The trilogy where the archetype work on this site meets the machine.
The symbiosis of anthropology, AI and brand mythology
The introduction: the most successful brands behave like shared myths, and what that means once the tools can read the myth.
BrandMultiplier · Part one ↗
The primal code
Why the brands of the next decade will pair AI with the primal motivations of the people they serve.
BrandMultiplier · Part two ↗
Decoding the consumer psyche
Machine learning and the Jungian archetypes, combined to find the unconscious drivers of behavior.
BrandMultiplier · Part three ↗
Is your best story still living in one head?
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