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

In the context of brands, there are 12 classic archetypes. These cover the full spectrum of brand types, from brands that want to evoke comfort to those that want to create excitement. Curious?

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 ...

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Strong brands are consistent and enduring expressions based on deep and timeless archetypes. Archetypes are unconscious ideas and images of a collective nature, which find their expression in concrete ...