Rooted in the work of psychologist Carl Jung, brand archetypes reflect universal human patterns. Use them as a strategic ...

It’s no secret the cannabis industry has been growing in recent years. As the market develops rapidly, competition has intensified. Building a distinct and memorable cannabis brand in a crowded market ...

Ginger Zumaeta, an Entrepreneurs’ Organization (EO) member in Los Angeles, is the founder of Motive3, a brand strategy agency that helps companies build messaging playbooks for communications that ...

Michael Durant, Founder of Creating Genius, reveals why most brands fall flat—and how character archetypes create deeper connections and lasting influence. "People connect with those they know, like, ...

Opinions expressed by Entrepreneur contributors are their own. Conscious consumers perceive the virtues of sustainable products, according to Deloitte, as advocacy, altruism, spiritual alignment and ...

“In these uncertain times...” How quickly we became tired of these words that were meant to reassure. The pandemic has become a new exercise in how marketing professionals can extend empathy and ...

As APAC’s sports fans fragment across platforms and passions, brands must choose a clear cultural role. Richard Parker shares eight archetypes that shape how brands can win both fans and feeds. With ...