Brand archetype
A brand archetype uses a recognisable narrative pattern to guide personality traits and expression
What it means, how it is used and where it comes up, with its related concepts.
What it is and how it works
It can serve as a tool for exploration and internal alignment. It is not a scientific classification that determines how any brand should behave. It should be adapted to the context and not allowed to replace research or produce stereotyped identities.
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