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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From Meme to Marketing: The Power of Viral Meaning-Creation

  This morning whilst enjoying my leftover steak dinner turned steak omelet (waste not want not) I was also going through the Sunday paper coupons (as is a typical suburban Sunday morning activity - so I have observed). Whilst perusing the pages of discounts for new, necessary hair care products such as jamaican black castor … Continue reading From Meme to Marketing: The Power of Viral Meaning-Creation