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.

At the heart of William & Mary’s brand is the Sage, an archetype that defines the brand’s character and personality and shapes how we communicate, ensuring our messages feel grounded, authentic and ...

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 ...