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 ...

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 ...

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 ...

Rooted in the work of psychologist Carl Jung, brand archetypes reflect universal human patterns. Use them as a strategic operating system.