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 ...

Lynn Fischer is the Chief Marketing Officer of the Americas at Vista, spearheading innovative marketing strategies for VistaJet and XO. In a world where consumers are inundated with choices, a brand’s ...

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 ...

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 ...

One of the watchwords of psychology is neurosis. Although sometimes referred to as "insanity" in popular culture, "doing the same thing over and over again, expecting a different result" actually ...

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 ...

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 ...