If someone asks you what your archetype is, don’t worry—it’s not a cheesy pickup line. Archetypes are a powerful marketing tool for your company. They help define who you are and what you stand for, ...

The Columbine High School shooters, Eric Harris and Dylan Klebold, provide a tragic modern example of the outlaw archetype. Their extreme overvalued beliefs (EOBs) were seen in their fixation on the ...

The Hero and the Outlaw is a seminal work in the way we understand branding in the modern age. Written in 2001 by Margaret Mark and Carol Pearson, the book employs real-world examples to help readers ...

Brand archetypes are universally recognized characters or symbols that carry specific traits, values, and stories. In the world of branding, they become these mighty instruments that help shape a ...

Understanding the vital role of brand archetypes and how they play into business can help you understand your brand’s mission and message and reach your target audience on a much more profound level.

David Lowery's "Ain't Them Bodies Saints" is, on the surface, a film about an outlaw on the run. The film is a romantic one, but not in the traditional sense for an outlaw film, with the outlaw awash ...