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 ...

Understanding the vital role of brand archetypes and how they play into business can help you understand your brand’s mission and message and reach your target audience on a much more profound level.

It’s no secret the cannabis industry has been growing in recent years. As the market develops rapidly, competition has intensified. Building a distinct and memorable cannabis brand in a crowded market ...

Whether it’s running shoes, lawn mowers, cosmetics, accounting services, or bulletproof glass — B2C and B2B brands must inspire their target audiences to feel trust and connect on a visceral level.

The Hero and the Outlaw is a seminal work in the way we understand branding in the modern age. Written in 2001 by Margaret Mark and Carol Pearson, the book employs real-world examples to help readers ...

Businesses often engage in an analytical and creative process to develop or review their brand positioning. Without a strong strategic foundation, however, the outcome may not be as effective. The use ...

This archetype is about bringing order into chaos, frequently, by doing simple things that recall normalcy. Brands can be facilitators. This is, in fact, what brands do best. DryBar, a national hair ...

Ginger Zumaeta, an Entrepreneurs’ Organization (EO) member in Los Angeles, is the founder of Motive3, a brand strategy agency that helps companies build messaging playbooks for communications that ...

The audio arm of Meghan Markle and Prince Harry's media output, Archewell Audio, has filed an application to trademark the word Archetypes according to the United States Patent and Trademark Office ...