Archetypes

Nemesis Sometimes the most profound understandings come in the most surprising packages. And such was the case for Laurie. Laurie was in her forty’s when she came to us for help. Although forty-ish is hardly ‘old’ — Laurie felt old. She felt old and tired and hopeless. Life had not turned…

When it comes to creating a brand that truly resonates with its customers, archetypes are like magic wands! These fascinating concepts can help us tap into the essence of a brand’s personality and connect with our audience in a way that feels authentic and meaningful. …

“I speak with a voice that will never move others, with a passion that goes unheard.” — Kreia, Star Wars: Knights of the Old Republic II: The Sith Lords To be the one who is ignored is a tough and brutal existence. It is much like drowning. You are running…

Magic in 2023—The Wisdom of the Fool Happy Another New Year and new canvas in which to create! Not interested in making “resolutions,”…preferring revolutions… I’ve chosen to make a metaphor for 2023 “doorways” and my 2023 word “enchantment”. I’m very fond of images of doorways and passageways to the known…

Expanding the Way We Think About Brand Archetypes Brand archetyping is fundamentally one of my favorite parts of the branding process. Bringing a brand to life through human characteristics and behavioral traits requires an active imagination and a natural penchant for fun and make-believe. …

Lover, Fighter, Hermit, Clown…? Here’s what I’m talking about. The moment of your birth determines the cast of characters that will be playing out the “movie” that’s your life. For example, we all have a “Communicator“, but whether they are curious and eager to learn OR are more at home…

I don’t mean to brag, but I’ve waited for an elevator in over 30 countries. I share this to establish my credibility, so you trust me when I tell you that everyone everywhere waits for the elevator the same five ways. Without exception. …