Archetypes have long been used by marketers to help define a brand’s personality, which in turn allows for a powerful and cohesive digital marketing strategy to be rolled out. Nowhere is this more ...

We have psychologist Carl Jung to thank for the 12 brand archetypes: he developed a theory that we’re all hardwired to recognize and react to distinctive personality traits. Why should you use them to ...

The hero is a type of stock character: a selfless protagonist who finds themselves on a literal or metaphorical quest. They’re protagonists with admirable qualities. Heroes share the commonalities of ...

What is an “archetype” and how can your class benefit from an archetype analysis when studying the Hero’s Journey (or Monomyth)? Introduce students to the following primary and secondary archetypes ...

An archetype is an original model of a person, ideal example, or a prototype after which others are copied, patterned, or emulated; a symbol universally recognized by all. Archetypes put context to a ...