- Use archetype cards to help with our brand stories and positioning. * Archetypes are ancient, universal patterns of behavior that highlight an original example, ideal, or epitome. According to this idea, all people fall into various types, including:
- the Trickster, who manipulates others through duplicity;
- the Martyr, who transcends service to oneself or a cause;
- the Fool, who helps people laugh at absurdity and hypocrisy;
- the Artist, who inspires others to see life symbolically; and
- the Gambler, who follows intuition even when others don’t.
- These helped us to know who a particular company was, what they stood for, and where they were positioned in culture — which sometimes informed our entire creative process. While myths and archetypes are created around our favorite brands, I find it’s much more important to be in the story, rather than the one who’s telling it. Living the experience is what matters, not what kind of archetype you’re labeled as
aug 18 2013 ∞
aug 18 2013 +
aug 18 2013 +