How dark archetypes can help you fix your brand

People often use archetypes when they’re talking about brand personality or pinning down a tone of voice. They can be very helpful indeed – but, like everything, they have a dark side. Every heroic brand archetype is balanced by its villainous opposite. Those dark archetypes are just as useful when you’re thinking about your brand.Continue reading “How dark archetypes can help you fix your brand”