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The 12 Archetypes that Shape Brand Identity –

The 12 Archetypes that Shape Brand Identity –

This post explores why people feel a deep loyalty to certain brands, highlighting the concept of brand archetypes introduced by Carl Jung. These archetypes tap into universal human traits, helping brands connect with their audiences on a deeper level. The twelve key archetypes—like Hero, Magician, Caregiver—offer strategic frameworks to define and position brands effectively in the market.

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How to Turn “What do you do?” Into a Conversation

How to Turn “What do you do?” Into a Conversation

When asked the question “What do you do?” people most often state their title and company, or maybe the industry they work in. Either way, this kind of answer is a wonderful way to bore your listeners and let the conversation fall back into more small talk—a.k.a. nowhereland.

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The Confusing Tokyo 2020 Logos

The Confusing Tokyo 2020 Logos

It must be quite an honor to design a logo for the Olympic Games. It could also be quite nerve-racking, knowing that billions and billions of people around the world will be seeing it.

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Design the New Business [Video]

Design the New Business [Video]

Design and business can no longer be thought of as distinct activities with individual goals. Design the New Business is a film dedicated to investigating how designers and businesspeople are working together in new ways to solve the wicked problems facing business today.

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