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Archetypes in B2B Branding


Tomorrow's business brands will be defined by their interactions and relationships. Customers are demanding greater accountability from businesses. Workers are craving a deeper sense of meaning from their careers. And companies are continually seeking ways to achieve more powerful and resonant brand engagements. This roundtable will take you through a fascinating exploration of the important role archetypes play in B2B marketing.

What You Will Take Away:

  • Learn how classic archetypes from human storytelling can bring your B2B brand to life 
  • Get hands-on experience using card sorting to foster conversation and build consensus
  • Understand the role of archetypes in overall brand development and creative execution
  • Review real world applications of brand archetypes 

About the roundtables:

The BMA roundtables provide an opportunity for you to meet with your peers and learn in a casual, relaxed environment different from your typical roundtable events. Each roundtable kicks off at 7:30 a.m. with breakfast and networking. At 8 a.m. sharp the speaker presentation kicks off. During the presentation questions and interaction with the presenter are highly encouraged.


Aaron Batte

When I ask CEOs, CMOs or CTOs about their businesses today, I generally hear more questions than answers. That’s because most companies, brands and marketers are attempting to navigate a customer and technology landscape that is shifting—and at a faster and faster pace.

And it’s true, who has the luxury of long-term strategic planning when technology is leapfrogging, conventional marketing tactics are tanking and the only thing customers seem to be confident in is change?

But I say; where there’s confusion, there’s opportunity. The advancements in technology over the past decade have become a catalyst for a perpetual revolution in business and culture, I see a digital domino effect that will encompass everything and everyone—the agencies that understand this will thrive while those that can’t adapt will fade away.

That's why I started Faction Media.

Rob Silk
Director of Content Services

I’m an experienced creative leader specializing in digital storytelling through copy and branded content. For over fifteen years, I’ve worked in agencies, start-ups and directly with clients to deliver strategic creative ideas and measurable results.

I’m comfortable with any type of client or media, having worked in B2B, B2C, digital, traditional and promotional agencies. I believe in customer-first thinking, simple and clear messaging, and positive work environments.

Dan Schrad
Director of Creative Services

For the last 5+ years, I've been working with Faction Media – leading a creative and content team in the production of both interactive and traditional media. At Faction, having the ability to connect the psychological and sociological influence that a creative message delivers to actual performance data (in the form of campaign analytics) has been an eye-opening experience – for me, my team, and our clients. It's fundamentally changed the way we market.

Thursday, January 23, 2014 7:30am-9:00am


Faction Media, 1730 Blake St, Ste. 200, Denver 80202

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  • BMA Members: $15
  • Not-yet Members:: $30


Deadline: 1/21/2014
Maximum Attendees: 28