A brand’s ability to forge meaningful connections often lies not in what a brand offers, but in how it resonates emotionally and symbolically with its audience.

The Champion is just one of many archetypes. These are also potentially limitless if you look to specific character manifestations – for example 'my brand is Indiana Jones' 'my brand is Peter Pan'. It ...

For example, they're used to gather information about the pages you visit and how many clicks you need to accomplish a task. Store and/or access information on a device 593 partners can use this ...

Brand archetypes are based on Carl Jung’s theory of a “collective unconscious”: everyone has a second psychic system that is identical in every human being. Brand archetypes are the Santa Claus of ...