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?

Similarly, using the same archetypes, we can personalise our brands today, using story and ritual to bring them to life. The reality is that many of us will be doing this unconsciously already – ...

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 ...

All about Meghan Markle's rumored return to the podcast world after over two years—and how much of it is actually true.