Archetypes as Behaviors An archetype is essentially 'a universally understood symbol, term, or pattern of behavior, which serves as a prototype upon which others are copied, patterned, or emulated.' Jung talked about archetypes as universal,...
Storytelling is an effective means of conveying information – but the most effective stories aren’t always the most accurate ones. This is something researchers and brand owners need to bear in mind, says Colin Strong.
The role of brands is to help people overcome the 'monster' of dirt or sickness. There is no better example than Dettol that has a “Mission for health” and uses a symbolic sword and a potent sensory signature to communicate ...
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