Introduction: A Leadership Journey Through the Heart of Paris — Discovering Your Brand Story

Paris is a city of stories. From the cobblestone streets of Montmartre to the grandeur of the Champs-Élysées, every corner of the City of Light whispers tales of visionaries, rebels, creators, and dreamers. It is a city where history and innovation intertwine, where tradition meets daring reinvention, and where the art of storytelling is woven into the very fabric of everyday life. For leaders and brand builders, Paris offers a unique and inspiring backdrop to explore the narratives that shape who we are, what we stand for, and how we lead.

This two-day leadership walking journey, inspired by the profound insights of Peter de Kuster, invites you to embark on a transformative exploration of your own leadership and brand story. By connecting the timeless archetypes that define human experience with iconic Parisian locations and world-renowned brands, you will gain fresh perspectives on your role as a leader and the narrative you craft for your organization or personal brand.

Why Archetypes Matter in Leadership and Branding

Archetypes are universal symbols and characters that have appeared in stories across cultures and eras. They represent fundamental human motivations, values, and behaviors. We identify twelve key archetypes—such as the Hero, the Outlaw, the Magician, and the Lover—that resonate deeply with people and influence how brands connect emotionally with their audiences.

In leadership and branding, archetypes help us understand the stories we tell about ourselves and the roles we play in the lives of others. They provide a language for expressing identity, purpose, and vision, helping leaders to inspire, engage, and build trust. When a brand or leader embodies an archetype authentically, they create powerful emotional connections that go beyond products or services—they create meaning.

Peter de Kuster, a renowned leadership expert and storyteller, has long emphasized the power of narrative in leadership. His work encourages leaders to discover and live their own heroic story, embracing the challenges and transformations that come with leading change. This journey fuses his storytelling approach with Pearson’s archetypal framework, using Paris as a living classroom where history, culture, and commerce illustrate these archetypes in vivid, tangible ways.

Paris: The Perfect Canvas for Your Leadership Story

Paris is more than a city; it is a symbol of creativity, resilience, and reinvention. It is home to some of the world’s most iconic brands—Ladurée, Louis Vuitton, Chanel, Hermès, Dior, and LVMH—that have mastered the art of storytelling through archetypes. These brands are not just purveyors of luxury or fashion; they are storytellers who embody archetypal values that resonate globally.

For example, Louis Vuitton’s Explorer archetype invites customers on a journey of discovery and adventure, while Chanel’s Outlaw archetype broke conventions and liberated women’s fashion. Hermès, with its Magician archetype, transforms craftsmanship into timeless art. Dior’s Creator archetype continuously innovates, shaping beauty and style. These brands have thrived not only because of their products but because of the stories they tell and the archetypes they embody.

Walking through Paris, you will see how these archetypes are etched into the city’s architecture, culture, and everyday life. The Arc de Triomphe stands as a monument to the Hero’s courage and mastery. The Place de la Bastille echoes the Outlaw’s spirit of rebellion and liberation. The Musée d’Orsay embodies the Magician’s transformative vision. Montmartre’s village charm reflects the Regular Guy/Gal’s sense of belonging and the Lover’s passion for connection.

This journey invites you to immerse yourself in these archetypal stories, to see how they shape leadership and branding in real life, and to reflect on how they mirror your own story.

What to Expect on This Journey

Over two days, you will walk through Paris with expert guidance, stopping at carefully chosen locations that resonate with each archetype. At each stop, you will:

• Explore the archetype’s meaning: Understand the core values, motivations, and challenges of each archetype.
• Connect with Parisian brands and stories: Learn how famous Paris-based brands embody these archetypes and how their stories inspire leadership and innovation.
• Reflect on your own story: Engage with thought-provoking questions designed to help you uncover your leadership identity and brand narrative.
• Experience the city: Enjoy the sensory richness of Paris—the sights, sounds, tastes, and atmosphere that bring these stories to life.

This is not just a walking tour; it is a leadership development experience that combines reflection, storytelling, cultural immersion, and brand strategy.

The Power of Storytelling in Leadership

Leadership is fundamentally about influence and connection. Stories are the most powerful way to influence because they engage emotions, create meaning, and foster trust. Great leaders are great storytellers—they craft narratives that inspire action, build community, and navigate change.

By understanding and embodying archetypes, leaders can tell stories that resonate on a deep psychological level. This journey will help you identify which archetypes are most aligned with your leadership style and brand, and how to leverage them to create authentic, compelling narratives.

Building Your Brand’s Heroic Journey

Every brand has a story, but not every brand tells it consciously or compellingly. This journey encourages you to become the author of your own brand’s heroic journey. You will discover:

• How your brand’s story fits into universal archetypal patterns.
• Which archetypes you naturally embody and which ones you might want to develop.
• How to use archetypal storytelling to differentiate your brand and connect emotionally with your audience.
• How to lead with authenticity and purpose by living your story fully.

Reflection and Action

At the end of each chapter and location, you will be invited to answer reflective questions that challenge you to explore your own leadership narrative. These questions are designed to deepen your self-awareness, stimulate creative thinking, and spark meaningful conversations with your team or stakeholders.

By the end of this journey, you will have a richer understanding of your leadership identity and a clearer vision for your brand’s story. You will return not only inspired by Paris but equipped with practical insights to lead and brand with greater impact.

In Summary

This Leadership Walking Journey in Paris is a unique fusion of place, story, and leadership development. It draws on the timeless wisdom of archetypes and the rich cultural tapestry of Paris to help you discover your own heroic brand story. Whether you are a CEO, entrepreneur, brand manager, or leadership coach, this journey will deepen your connection to your purpose and empower you to lead with courage, creativity, and authenticity.

Prepare to walk in the footsteps of heroes and rebels, sages and creators. Prepare to see Paris—and yourself—through a new lens. Prepare to tell a story that matters.

Day 1: The Quest for Meaning—Archetypes of Discovery and Transformation

Morning: The Innocent & The Explorer

Stop 1: Jardin du Luxembourg – The Innocent

Archetype Essence: The Innocent seeks happiness, renewal, and optimism. This archetype believes in the possibility of paradise and radiates hope and simplicity.

Parisian Brand: Ladurée
With its pastel-colored macarons and whimsical tea rooms, Ladurée embodies the Innocent. The brand’s story is one of tradition, beauty, and the simple joys of life—an invitation to savor the moment.

Fictional Archetypal Story:
Imagine a young artist, new to Paris, sketching in the gardens, dreaming of a world where beauty and kindness prevail. This is the Innocent’s journey—believing in the goodness of life, even in a complex world.

Reflection:

• Where in your leadership or brand do you offer hope or simplicity?
• How can you help your audience rediscover joy in the everyday?

Stop 2: Louis Vuitton Maison Champs-Élysées – The Explorer

Archetype Essence: The Explorer craves new experiences, freedom, and authenticity. This archetype is restless, always seeking the next horizon.

Parisian Brand: Louis Vuitton
Founded as a trunk maker for travelers, Louis Vuitton’s DNA is all about the journey. Its iconic monogram luggage is a symbol of adventure and the pursuit of the unknown.

Fictional Archetypal Story:
A daring journalist sets out from Paris, her Louis Vuitton trunk packed, determined to tell untold stories from every corner of the globe. She is the Explorer—never satisfied with the status quo.

Reflection:

• Where are you or your brand called to explore new territory?
• What risks are you willing to take for authenticity and growth?

Midday: The Sage

Stop 3: The Sorbonne & Latin Quarter – The Sage

Archetype Essence: The Sage values knowledge, truth, and understanding. This archetype seeks to make sense of the world and share wisdom.

Parisian Brand: Le Monde
Le Monde is a beacon of journalistic integrity, committed to uncovering truth and fostering informed debate.

Fictional Archetypal Story:
A philosophy professor at the Sorbonne guides students through the complexities of life, encouraging them to question, learn, and think critically. The Sage’s journey is one of lifelong learning.

Reflection:

• How does your brand or leadership promote wisdom?
• What truths are you dedicated to uncovering or sharing?

Afternoon: The Hero

Stop 4: Arc de Triomphe – The Hero

Archetype Essence: The Hero overcomes challenges, demonstrates courage, and inspires others to act bravely.

Parisian Brand: Lacoste
René Lacoste, the “Crocodile,” was a tennis champion who transformed sportswear, embodying the Hero’s discipline and drive.

Fictional Archetypal Story:
A young athlete trains at dawn, determined to win the French Open. Against all odds, she triumphs—her story inspires a generation.

Reflection:

• What battles has your brand or leadership fought and won?
• How do you inspire others to act courageously?

Evening: The Outlaw

Stop 5: Place de la Bastille – The Outlaw

Archetype Essence: The Outlaw rebels against convention, seeking liberation and radical change.

Parisian Brand: Chanel
Coco Chanel broke fashion’s rules, freeing women from corsets and redefining elegance.

Fictional Archetypal Story:
A designer stages a guerrilla fashion show on the steps of the Bastille, challenging the industry’s norms and sparking a revolution.

Reflection:

• Where do you challenge the status quo?
• What conventions are you willing to break for a greater good?

Day 2: Connection, Creativity, and Legacy

Morning: The Magician

Stop 6: Musée d’Orsay – The Magician

Archetype Essence: The Magician transforms reality, turning dreams into reality through vision and innovation.

Parisian Brand: Hermès
Hermès transforms simple materials into objects of wonder, blending tradition with innovation.

Fictional Archetypal Story:
An artisan in a hidden atelier crafts a silk scarf that tells a story, enchanting all who see it.

Reflection:

• How does your brand create transformation?
• What “magic” do you offer your audience?

Midday: The Regular Guy/Gal & The Lover

Stop 7: Montmartre – The Regular Guy/Gal

Archetype Essence: The Regular Guy/Gal values belonging, community, and authenticity.

Parisian Brand: Monoprix
Monoprix is the friendly neighborhood store, accessible to all and part of daily Parisian life.

Fictional Archetypal Story:
A baker in Montmartre greets every customer by name, creating a sense of home and community.

Reflection:

• How do you foster belonging in your brand or leadership?
• Where is your “neighborhood” and how do you serve it?

Stop 8: Cartier Boutique – The Lover

Archetype Essence: The Lover seeks passion, beauty, and deep connection.

Parisian Brand: Cartier
Cartier’s jewelry is a celebration of love and desire, cherished in life’s most intimate moments.

Fictional Archetypal Story:
Two lovers exchange Cartier rings beneath the Sacré-Cœur, promising eternal devotion.

Reflection:

• How do you create emotional connections?
• Where is passion visible in your story?

Afternoon: The Jester

Stop 9: Le Marais – The Jester

Archetype Essence: The Jester brings joy, fun, and irreverence, reminding us not to take life too seriously.

Parisian Brand: Colette (legacy)
Colette was a concept store famous for its playful, ever-changing selection and sense of fun.

Fictional Archetypal Story:
A street performer in Le Marais draws laughter from a crowd, reminding everyone of the power of joy.

Reflection:

• How does your brand bring delight?
• Where can you use humor to connect or innovate?

Evening: The Caregiver, Creator, and Ruler

Stop 10: Eiffel Tower & Seine River Walk – The Caregiver

Archetype Essence: The Caregiver nurtures, protects, and serves others.

Parisian Brand: Institut Pasteur
Institut Pasteur’s legacy is one of healing and service to humanity.

Fictional Archetypal Story:
A nurse volunteers at a Seine-side clinic, caring for the city’s most vulnerable.

Reflection:

• How do you serve and protect your audience or team?
• What acts of care define your leadership?

Stop 11: Dior Maison – The Creator

Archetype Essence: The Creator innovates, imagines, and brings new beauty into the world.

Parisian Brand: Dior
Dior’s legacy is one of continual reinvention, shaping the future of fashion.

Fictional Archetypal Story:
A young designer sketches a groundbreaking collection, daring to redefine beauty.

Reflection:

• What do you create that is uniquely yours?
• How do you foster creativity in your work?

Stop 12: LVMH Headquarters – The Ruler

Archetype Essence: The Ruler leads with vision, sets standards, and brings order.

Parisian Brand: LVMH
LVMH is the world’s luxury leader, setting the standard for excellence and influence.

Fictional Archetypal Story:
A visionary CEO unites diverse brands under one empire, guiding them to global success.

Reflection:

• How do you set direction and standards?
• What legacy do you want to leave as a leader?

Closing Reflection: Your Brand Story

As the sun sets over the Seine, take time to reflect on your journey through Paris and through the archetypes. Consider:

• Which archetype resonated most with your personal leadership or brand?
• What new stories emerged for you in these iconic Parisian settings?
• How will you use these insights to shape the next chapter of your brand’s journey?

Questions for Your Own Brand Story

1. Which archetype most closely aligns with your brand’s core identity?
2. What story do you currently tell about your brand—and what story do you want to tell?
3. Where in your leadership journey have you been the Hero, the Outlaw, the Magician, or another archetype?
4. How do the places and brands you encountered in Paris inspire you to evolve your own narrative?
5. What legacy do you want your brand to leave?

Practical Information & Pricing

• Duration: 2 days, 9:30 AM – 6:00 PM each day
• Price: €1,950 per participant (includes expert guidance, curated route, reflection materials, and select brand experiences; accommodation not included)
• Contact: For details and booking, email Peter de Kuster at peterdekuster@hotmail.nl 

This journey is more than a walk—it’s a transformative exploration of leadership, brand storytelling, and the eternal city of Paris. Step into the story. Become the hero of your own brand journey.