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

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 ...

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 ...

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 ...

Michael Durant, Founder of Creating Genius, reveals why most brands fall flat—and how character archetypes create deeper connections and lasting influence. "People connect with those they know, like, ...

Developing a brand goes much further than design, offering a practical tool for an industry in the midst of change. When you bring up the concept of family office brands there are two opposing ...

Marketing today is all about human connection. People choose brands that make them feel something, so it’s important for companies to ensure their branding elicits the kinds of thoughts and emotions ...