---
title: "David Altschul – Page 2 – Character – Experts on Brand Character and Story"
language: "en-US"
source_url: "https://ipa1ewmwkdvx8gk.onstatic.studio/author/daltschul/page/2/"
content_type: "text/markdown"
---

### Author: David Altschul



















###
			[
				Archetypes and the Mentor Mistake			](https://ipa1ewmwkdvx8gk.onstatic.studio/2016/07/05/archetypes-mentor-mistake/)





by David Altschul & Jim Hardison Archetype analysis is a popular, and sometimes useful, tool for anchoring a brand in the metaphor of story, but



		[
			Read More »		](https://ipa1ewmwkdvx8gk.onstatic.studio/2016/07/05/archetypes-mentor-mistake/)




			July 5, 2016

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###
			[
				Loyalty Way, Way Beyond Reason			](https://ipa1ewmwkdvx8gk.onstatic.studio/2015/12/15/loyalty-way-way-beyond-reason/)





I’ve been thinking about the power of story—and, in particular, the role of story in building relationships—for a long time. Still, I don’t remember a



		[
			Read More »		](https://ipa1ewmwkdvx8gk.onstatic.studio/2015/12/15/loyalty-way-way-beyond-reason/)




			December 15, 2015

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###
			[
				Meaning, Purpose and Authenticity			](https://ipa1ewmwkdvx8gk.onstatic.studio/2015/05/14/purpose_and_authenticity/)





Every brand I encounter these days is trying to project a sense of authenticity with which it hopes to capture the loyalty of its customers



		[
			Read More »		](https://ipa1ewmwkdvx8gk.onstatic.studio/2015/05/14/purpose_and_authenticity/)




			May 14, 2015

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###
			[
				Having an Enemy Is Not Enough			](https://ipa1ewmwkdvx8gk.onstatic.studio/2014/12/14/having_an_enemy_is_not_enough/)





A friend who runs a very large brand asked me what I thought about the value of identifying an enemy, which seems to be a



		[
			Read More »		](https://ipa1ewmwkdvx8gk.onstatic.studio/2014/12/14/having_an_enemy_is_not_enough/)




			December 14, 2014

			No Comments








###
			[
				Is Your Brand a Fading Icon?			](https://ipa1ewmwkdvx8gk.onstatic.studio/2014/10/05/is_your_brand_a_fading_icon/)





At the end of a recent NYT article about RadioShack was a quote that caught my eye. The head of a turnaround advisory firm, insisting



		[
			Read More »		](https://ipa1ewmwkdvx8gk.onstatic.studio/2014/10/05/is_your_brand_a_fading_icon/)




			October 5, 2014

			No Comments








###
			[
				In a Story, Everything’s Strategic			](https://ipa1ewmwkdvx8gk.onstatic.studio/2014/07/22/in_a_story_everythings_strategic/)





Strategy is one of those fat words that seem to carry so much meaning–or maybe so many meanings–that the word starts to feel less and



		[
			Read More »		](https://ipa1ewmwkdvx8gk.onstatic.studio/2014/07/22/in_a_story_everythings_strategic/)




			July 22, 2014

			No Comments








###
			[
				Story Failure			](https://ipa1ewmwkdvx8gk.onstatic.studio/2014/07/01/story_failure/)





Recently, I read a very interesting article in The Wall Street Journal on how “…Target Lost Its Way Under Ousted CEO Gregg Steinhafel.” The Target



		[
			Read More »		](https://ipa1ewmwkdvx8gk.onstatic.studio/2014/07/01/story_failure/)




			July 1, 2014

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###
			[
				Lifestyles of the Rich and Famous (Brands)			](https://ipa1ewmwkdvx8gk.onstatic.studio/2014/02/24/lifestyles_of_the_rich_and_famous_brands/)





I recently read an essay in The New Yorker by John Suroweiki about the decline of brands. He led with the story of Lululemon, whose



		[
			Read More »		](https://ipa1ewmwkdvx8gk.onstatic.studio/2014/02/24/lifestyles_of_the_rich_and_famous_brands/)




			February 24, 2014

			1 Comment








###
			[
				The Connection Between Strategy and Story			](https://ipa1ewmwkdvx8gk.onstatic.studio/2013/04/30/the_connection_between_strategy_and_story/)





For some time now I’ve been trying to understand how strategy and story intersect most effectively. There are some situations in which business strategy and



		[
			Read More »		](https://ipa1ewmwkdvx8gk.onstatic.studio/2013/04/30/the_connection_between_strategy_and_story/)




			April 30, 2013

			2 Comments








###
			[
				Masters of Metaphor			](https://ipa1ewmwkdvx8gk.onstatic.studio/2012/11/12/master_of_metaphor/)





There was an interesting article in Ad Age entitled “What I Learned From Working at P&G,” in which a number of highly placed alums reflect



		[
			Read More »		](https://ipa1ewmwkdvx8gk.onstatic.studio/2012/11/12/master_of_metaphor/)




			November 12, 2012

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