Archetypes: The Magician
From Merlin to Harry Potter, Mary Poppins and Samantha in ‘Bewitched’, our obsession with everything magic comes from way back. Nevertheless, the […]
Category: Archetypes
Archetypes: The Revolutionary
Revolutionary, rebel, outlaw and even villain. The names associated with the archetype are not very flattering, but this doesn’t mean it has […]
Archetypes: The Hero
Courage, determination and strength. From Hercules to Superman, going through Luke Skywalker, and all the heroes from comics and fiction, the archetype […]
Archetypes: The Sage
The Sage believes that knowledge is never enough. Maybe it is one of the easiest archetypes to define since it is instantly […]
Archetypes: The Explorer
A person that goes on a journey to find his own identity. That’s the perfect translation of the Explorer archetype. Freedom, independence […]
Archetypes: The Innocent
Starting this week, I will talk about each of the 12 archetypes and their application to the fashion and beauty industries. Let’s […]
Valentino: The $1 Billion Romance
Replace the founder of a brand, especially when he is still alive, is one of the most challenging duties in terms […]
Archetype Branding Books
Interested in reading more about archetypes and their application to branding strategy? Here goes a list of the essential titles about the […]
Archetypes: How to Use – Part 2
In the last post, I talked about methodologies of archetype application and why I believe it’s better than traditional methods of brand […]
Archetypes: How to Use – Part 1
It all started in 2011 when I was doing marketing consulting for some fashion brands back in Brazil. Most of them didn’t […]