Brand building and Storytelling with Utsav Chakraborty – comedian, writer and actor

In the realm of brand creation, the integration of storytelling and brand building is paramount. A webinar featuring comedian, writer, and actor Utsav Chakraborty delved into this intricate dance, stressing that a brand is not just a brand—it’s a protagonist in its own narrative.

Understanding the Protagonist of Your Brand Story

The analogy that equates a brand to a protagonist in a story is both profound and imperative for brand builders to comprehend. As Utsav Chakraborty illuminates, this protagonist must be idealistic yet human, blending realism with the larger-than-life qualities that make characters memorable. Employing Jungian archetypes, brands can navigate through various personas to establish one that resonates deeply with their audience.

Jungian Archetypes & Their Role in Brand Building

Developed by Carl Jung, archetypes represent the idealistic versions of stereotypes found within human behaviours and desires. There are twelve core archetypes, ranging from the Innocent and Caregiver to the Ruler and Outlaw. Brand archetypes inspire as the Hero, innovate as the Creator, or rebel as the Outlaw, shaping storytelling and personality.

The Alignment of Product and Brand Persona

An interesting perspective raised during the webinar concerns the need for complete alignment between the product and the chosen archetype. A brand must live and breathe its story through every product or service it offers. This alignment ensures a consistent message that solidifies the brand image in the consumer’s cognitive landscape.

Consistency: The Superpower of Successful Branding

Chakraborty emphasized that beyond adoption, brands must nurture consistency in their narratives. Being erratic or incongruent with the main story erodes trust and confuses the audience. Like in the Marvel Cinematic Universe, each character (or brand in this analogy) remains true to its core throughout different storylines.

Real-world Examples of Brand Archetypes

Brands like Nike, JetBlue, or Disney embody archetypes like Hero, Caregiver, and Magician, drawing lessons from the Marvel Cinematic Universe. Each brand uses its archetype to tell a story that resonates with its audience, creating a robust brand identity that endures over time.


Brand building, as discussed by Utsav Chakraborty, is a nuanced process integrating self-awareness, storytelling, and the power of Jungian archetypes. Brands need to be aware of their innate stories and present them with a consistent, honest face. Crafting a narrative around an established archetype not only garners recognition but also cements a brand’s legacy in the minds of consumers. The webinar wasn’t merely a lecture—it was a roadmap to creating a triumphant brand narrative in today’s hero-packed marketplace.

Leave a Comment

Your email address will not be published. Required fields are marked *


Upcoming Cohorts of PG Diploma Program

Cohort 17

Starts: 3 Apr’21

Registrations close on 27 Mar’21
Seats Left: 3

Cohort 18

Starts: 20 Apr’21

Registrations close on 16 Apr’21
Seats Lefts: 14

Cohort 19

Starts: 18 May’21

Registrations close on 14 May’21
Seats Lefts: 15

Artificial Intelligence Program


Program Features

  • Learn advanced skills and gain a thorough understanding of modern AI
  • Solve Real world projects in AI
  • Learn to build AI models from the scratch
  • Not a Job Guarantee Program

Great For

  • Working professional in managerial role who want to develop core AI skills to build their career in machine learning and AI
  • Founders & Entrepreneurs who want to learn and apply AI in their own businesses
  • Management Consultants looking to understand the applications of AI across Industries
  • Senior Managers & executives wanting to develop a strategic understanding of applied AI


Upcoming Cohorts of PG Certificate Program

Cohort 17

Starts: 22 Mar’21

Registrations close on 18 Mar’21
Seats Available: 12

Fees: $2499 $1899


Cohort 18

Starts: 20 Apr’21

Registrations close on 16 Apr’21
Seats Left: 14

Fees: $2499 $1899


Cohort 19

Starts: 18 May’21

Registrations close on 14 May’21
Seats Left: 15

Fees: $2499 $1899


Flipped Classroom


Our learners learn by discussing and debating on real-world problems and are actively involved in the solution design process.

Conventional classroom

Sage on Stage

  • A teacher shares the knowledge via live presentations
  • Teachers are at the center of the learning and considered sage on stage
  • Knowledge transfer is one-way and the focus is on knowledge retention
  • Learners don’t get to discuss their ideas or opinions in the class
  • Hence, most learners are unable to apply these concepts in their everyday work life
  • Great for scenarios, where knowledge acquisition and retention is the only focus

Flipped classroom

Guide on side

  • Learners are the center of the universe
  • Classes are meant for healthy discussions and debates on topics
  • Learners go through the material on their own provided by the mentors
  • Mentors work as guide on the side, with the learners
  • Learners develop skills on problem solving, critical thinking and self-learning – the 21st century skills that employers look for
  • Great for scenarios where application skills matter
  • 21st century skills require guide on the side. Simply acquiring knowledge is worthless now.

Launching Soon!

Request Callback


Let us help you guide towards your career path

  • Non-biased career guidance
  • Counseling based on your skills and preference
  • No repetitive calls, only as per convenience

If the calendar is taking time to load you can click on the link below to schedule a call:

Click here to schedule a call