Businesses often engage in an analytical and creative process to develop or review their brand positioning. Without a strong strategic foundation, however, the outcome may not be as effective. The use ...

It’s no secret the cannabis industry has been growing in recent years. As the market develops rapidly, competition has intensified. Building a distinct and memorable cannabis brand in a crowded market ...

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 ...

Whether it’s running shoes, lawn mowers, cosmetics, accounting services, or bulletproof glass — B2C and B2B brands must inspire their target audiences to feel trust and connect on a visceral level.

Understanding the vital role of brand archetypes and how they play into business can help you understand your brand’s mission and message and reach your target audience on a much more profound level.

The Hero and the Outlaw is a seminal work in the way we understand branding in the modern age. Written in 2001 by Margaret Mark and Carol Pearson, the book employs real-world examples to help readers ...

Joseph Campbell, the American scholar, once described The “Hero’s Journey” as a basic pattern of narrative found in many stories from around the world. The journey starts when the hero receives a call ...

In last week’s discussion on hacking brand strategy, I included the image above and briefly talked about brand personality. Today, I’d like to expand on the notion of brand personality and its value ...

You are the originator, the one actually creating the valuable content being shared. Content creators are YouTubers who make original videos, Instagrammers who post new photos every single day, video ...