A brand’s ability to forge meaningful connections often lies not in what a brand offers, but in how it resonates emotionally ...

First described by 19th-century psychoanalyst Carl Jung, personality archetypes ... that form a character to which people can easily relate. In the context of brands, there are 12 classic archetypes.

When you're playing in any genre, you want to look at the character archetypes that writers usually employ so you can put ...