Rooted in the work of psychologist Carl Jung, brand archetypes reflect universal human patterns. Use them as a strategic ...

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 ...

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 ...

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 ...

We receive a number of questions about what we do to actually define brand personalities with our clients. We rely heavily on a complementary approach called brand archetypes: a structured, globally ...

Forbes contributors publish independent expert analyses and insights. Author, professor and founder. Deeply curious about leadership. Where product-led growth was the growth hacker’s mantra of the ...