An author’s note · JOHN LUKE INC
John-Luke Laube.
Brand strategist. Author of the archetype method and the Brand Diagnostic. A studio practice for companies at inflection points.
John-Luke is the founder of JOHN LUKE INC and the author of an archetype method and the Brand Diagnostic, a working diagnostic built on the inherited tradition of Carl Jung, Joseph Campbell, and Carol Pearson. His studio works with companies at inflection points to diagnose where their brand is coherent, where it has drifted into shadow, and what to do about it.
Before founding the studio, John-Luke led brand work at Havas and McCann on global accounts. His work for the American Cancer Society and JLL Real Estate has been recognized with multiple AAF Gold ADDYs.
Most brands are not badly designed. They are badly lived. The distance between what a company says and what it does is the whole diagnosis.
That question, asked across a decade of client work, is what produced the method and the diagnostic. The method reads a brand as a character. It builds that character from the market opportunity, the drives and fears underneath it, and the counterweight that keeps it honest, then expresses it across five surfaces: name, verbal identity, visual identity, behavior, and experience. The Brand Diagnostic tests whether the character is actually lived, reading the brand across six domains and marking each one expressed, suppressed, or distorted. He studied brand strategy at Harvard and continues to teach and speak about brand strategy, archetypes, and the operational depth most brand work fails to reach.
Selected credits.
- Studio
- JOHN LUKE INC · founder & principal
- Methodology
- The archetype method & the Brand Diagnostic · author
- Tradition
- After Jung, Campbell, Pearson
- Previously
- Brand strategy at Havas and McCann, on global accounts
- Selected work
- American Cancer Society · JLL Real Estate
- Recognition
- Multiple AAF Gold ADDY awards
- Education
- Brand strategy at Harvard
- Practice
- Teaching and speaking on brand strategy, archetypes, and operational depth
Three ways to work together.
Book a conversation.
One question, brought to a call. No slides, no sell. Most calls end with a clear answer on whether a diagnostic is the right next step.
Book it → Founder Reading · 90 minutesGet a written diagnosis.
A 90-minute working session plus a four-to-six page reading of your brand across the method and the Brand Diagnostic.
Read about the format → The engagement · By conversationTalk about the engagement.
A multi-week studio engagement with the leadership team. Five-figure starting investment. Limited slots per quarter.
Book a consult →With thanks for reading. JL