How NOT to use Brand Archetypes

By Brand Strategy

It’s time. Time for some myth-busting.

Here’s the thing, something I’ve been hearing, reading, and seeing time and time again is how Brand Archetypes ARE a strategy.

Want to know the truth though? That isn’t the case.

(BTW if you’re unsure what a Brand Archetype is, think of Myers Briggs for Brands)

Allow me to bust the myth here…

Archetypes are just ONE, yes, ONE part of a MUCH bigger strategy.

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