The 12 archetypes are universally recognized characters that embody distinct sets of traits, values and motivations. They provide a framework to develop a cohesive and emotionally resonant brand ...

Saying brand archetypes are “Jungian” is a bit like saying Kepler’s Laws of Planetary Motion prove that Virgos are perfectionists with trust issues. Are brand archetypes pseudoscience?

Learn how to use brand archetypes to carve out a distinct marketing position for your business. Plus hear analysis of three local brands: Two Dudes Painting Company, Rachel’s Café and Creperie ...