Brand archetypes are universally recognized characters or symbols that carry specific traits, values, and stories. In the world of branding, they become these mighty instruments that help shape a ...

We have psychologist Carl Jung to thank for the 12 brand archetypes: he developed a theory that we’re all hardwired to recognize and react to distinctive personality traits. Why should you use them to ...

When I'm starting a new project, I try to list all the characters out just to see who I think will be in the narrative. Then, I try to break down who they are and why they should be there. In order to ...