self-paced course

Brand archetype lab

Map your archetype and build a brand narrative that creates an emotional connection with your target audience.

Influence how your audience perceives your brand with principles rooted in psychology (and a pinch of Greek mythology for good measure).

Brand archetype lab is an immersive digital toolkit that helps you explore your creativity and core messaging as a brand. Experiment with how you showcase your brand and mission to create an instant connection with your ideal audience. 

Hack your audience’s mind and creates long-lasting connections

quickest way to create lasting connections

Join Alt Marketing School headteacher Fab Giovanetti for an engaging hands-on experience that will give you the clarity and systems you need to start embodying your archetype with confidence


hack your audience’s mind

Watch our 3-step masterclass exploring how marketers successfully use brand archetypes


identify your archetype

Take our quiz to identify your current archetype and its unique traits and check our collection for a full breakdown


create powerful content

Adapt your archetype, creating a mix that speaks to your audience with incredible content from our content vault ideas

as well as access to our courses, you get

one-year access to our community

Because working in marketing is already hard as it is, we are to take out the guesswork and provide you with the best tried-and-tested tactics for your marketing strategy


weekly tactics and insights

Get a weekly email from us with everything you need to make your marketing more impactful and fun


a network of marketing peers

Access an integrated community to share your work, ask questions, access 100s of content prompts, templates and tactics


live marketing sprints & hot seats

Hop into monthly online Sprint workshop and mastermind calls to get growth coaching from the faculty and marketing masters

Weekly tactics

Receive the ultimate weekly roundup directly in your inbox to get you FULLY ready to work smarter, not harder. 

Feel more confident in your strategy and direction as you build strong and lasting relationships with your audience

Your new marketing BFFs

The online world can be beautiful, but also damn lonely. We all go through moments of struggle, overwhelm, and confusion. When we come together we can amplify our impact tenfolds.

Our private community is here to provide you with the guidance you need and the right strategies to see results and market with purpose.


Who is this framework for?

Brands, entrepreneurs and professionals looking to refine their messaging through psychology-based principles. More specifically, this framework is for…

  • Entrepreneurs establishing themselves ad thought leaders and using marketing as their secret weapon
  • Startup and scale-up brands in crowded markets creating a unique voice and message that is memorable
  • Consultants supporting multiple clients with strategies tailored to their archetypes

Who is this framework not for?

Brands and entrepreneurs already have identified and refined their brand archetypes. If you are confident in your archetype, your traits, messaging and voice, this training may not be for you.

make a bigger impact

“As a branding novice, understanding how your chosen values directly instruct the way you think internally, the way you act externally and how you speak to your audience. Using the values we developed in the masterclass, and following the chosen archetype, I’m going to consciously build a platform using my new found brand voice. With Fab’s guidance, I’m now ready to consciously and confidently think, act and speak through the brand values I developed”

– Matt, videographer

path to mastery

actionable blueprints from marketing masters insights 

proven marketing tactics that will wow clients & colleagues

easy-to-customise templates to upgrade your marketing systems

For less than your monthly coffee, you'll get all of this (and more)




Our newsletter tactics and insights can be found within our community in searchable dedicated threads

We know life can be busy, and some members prefer to be quiet listeners, and that’s okay.  Still, we want to reward community building, so if you become an active member and access special prizes and access to marketing labs

You’ll be invited directly to join within your signup portal as well as email. Setting up your profile takes 5 minutes and then you’re ready to roll!

You can manage your subscription directly from Gumroad, the checkout platform you’ll sign up from. 

Take our Quiz to Find out your bespoke impact model