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

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, ...

Ginger Zumaeta, an Entrepreneurs’ Organization (EO) member in Los Angeles, is the founder of Motive3, a brand strategy agency that helps companies build messaging playbooks for communications that ...

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 ...

“In these uncertain times...” How quickly we became tired of these words that were meant to reassure. The pandemic has become a new exercise in how marketing professionals can extend empathy and ...