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 ...

At the heart of William & Mary’s brand is the Sage, an archetype that defines the brand’s character and personality and shapes how we communicate, ensuring our messages feel grounded, authentic and ...

WINNING HAND: Archetype head brewer Erin Jordan holds bottles of The Sage and Colossal, bronze and silver medal winners in the New York International Beer Competition. Photo by Drew Fowler A bronze ...

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 ...

Your browser does not support the audio element. Learn how to use brand archetypes to carve out a distinct marketing position for your business. Plus hear analysis of ...

Understanding the vital role of brand archetypes and how they play into business can help you understand your brand’s mission and message and reach your target audience on a much more profound level.

When you start a business, you automatically have a brand character even if you don’t know and don’t care for it. The difference between you and another person who is investing in building a ...

Where would the hobbits be without Gandalf’s grizzled guidance, or Simba without Rafiki’s shrewd shamanism? The heroes of film, TV, and theater would be lost—perhaps trapped on Mount Doom or ...