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 ...

When I'm starting a new project, I try to list all the characters out just to see who I think will be in the narrative. Then, I try to break down who they are and why they should be there. In order to ...

The narrative of human existence has long been shaped by archetypes—universal patterns of behavior, thought, and emotion that resonate deeply across cultures and epochs. Derived from Carl Jung's ...

Heirloom’s Rob Meyerson explores whether the horoscope-like world of brand archetypes is harming the industry. Maybe that’s just something a ‘jester’ would suggest. The brand archetypes framework is a ...

The ARCH triad—extreme overvalued beliefs (EOBs), archetypes, and thymotic drive—has previously been proposed by me as a novel framework to understand targeted violence. However, its applicability may ...

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 ...