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The Meaning of Marketing: The 12 Archetypes, Pt. 4

February 7, 2020

So far this week, we have walked through the first nine archetypal identities outlined in The Hero and the Outlaw: Building Extraordinary Brands Through the Power of Archetypes. If you’re just joining the conversation, be sure to read Part 1, Part 2, and Part 3. Now we will dive into the final three archetypes: the […] Read More

The Meaning of Marketing: The 12 Archetypes, Pt. 3

February 6, 2020

In our posts on Tuesday and Wednesday this week, we discussed six archetypal identities highlighted in The Hero and the Outlaw: Building Extraordinary Brands Through the Power of Archetypes. In this segment, we will spotlight the next three: the Regular Guy/Gal (the Everyman), the Lover, and the Jester. The driving motivation of these three is […] Read More

The Meaning of Marketing: The 12 Archetypes, Pt. 2

February 5, 2020

In yesterday’s post, we tackled the first three archetypal identities—the Innocent, the Explorer and the Sage—as outlined in The Hero and the Outlaw: Building Extraordinary Brands Through the Power of Archetypes. The book categorizes the next three archetypal identities as the Hero, Outlaw, and Magician. They share a desire to “take action and exert power” […] Read More

The Meaning of Marketing: The 12 Archetypes, Pt. 1

February 4, 2020

In our previous post, we introduced the concept of archetypal theory as it pertains to successful branding. In this next series of posts, we will take a more in-depth journey through each of the types by looking at real-world examples.  Pearson and Mark group the 12 primary archetypal identities into four sets of three, based […] Read More

The Meaning of Marketing: Introducing Archetypal Brand Identity

January 10, 2020

Humans have long looked—individually and collectively—to stories for their sense of order and meaning. The world is, in essence, governed by narratives, whether they be the small spatial stories our brains rely on to construct thoughts or the belief complexes that make up our worldviews and guide our decisions, behaviors, and morals. Yuval Noah Harris […] Read More

Crafts, Crayons, and Holiday Glee

December 19, 2019

The kids are sitting in a scattered circle on a green rug decorated with bugs and flowers when we walk in. They’re moving about with restlessness, eyes rapt with anticipation. After a few attempts to assemble (and calm) the kids, we eventually get everyone split amongst three stations–well, almost everyone; a few kids ricochet between […] Read More

Empathy for the Economic Architecture Project

December 2, 2019

Expressing client value happens in many ways at More Vang. We might get involved in developing a campaign or messaging around a specific product or service. In that case, we would create the visual “look and feel” and combine this with clever advertising copy. In other instances, we tackle the far more challenging work of […] Read More

Client Spotlight: Introducing Economic Architecture

December 2, 2019

In 1998, consumers started buying Fairtrade coffee. In the years since, they have bought more than $250 billion of Fairtrade products. With each purchase, consumers expressed their support for the principle that workers should be treated fairly and earn a sustainable living.  To date, Fairtrade products have generated more than $441 million of premium payments […] Read More

Get to Know More Vang: Kelly Kornmann

December 2, 2019

As you know, there are three business divisions at More Vang: Create, Code, and Make.  Kelly Kornmann is a Product Specialist in our Code division, focusing primarily on Mythos. She programs client projects, handles product demos, and works on features that will make our tools better and easier to use. Kelly majored in Cross-Media Graphics […] Read More

A Deeper Dive into the Swamp

November 22, 2019

“The suburbs” often evoke a cookie-cutter picture of Americana: kids playing in fenced green yards, ice cream trucks rumbling around cul-de-sacs, neighborhood barbecues, mature trees, homogeneous houses, and space. But as we’ve illustrated in our #embracetheswamp campaign, most things are more than what they seem. Two weeks ago we took a closer at Vienna’s Foxstone […] Read More