Hero or Outlaw: How Archetypes Can Tell A Brand Story

In 2001, The Hero and The Outlaw introduced the branding world to the use of archetypes. The book reminds us that humans relate to stories with strong characters, and that storytelling has an important place in marketing. According to Carl Jung, mythic characters—or archetypes—are ingrained in our collective unconscious. We use them to understand the … Continue reading Hero or Outlaw: How Archetypes Can Tell A Brand Story

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