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Finding New Ways to Connect from Afar

May 12, 2020

Like you, many of us have been working from home over the last two months. Some of us have small children at home, some of us are in isolation, some of us have seven grown (or nearly grown) family members living under one roof. This is all to say that, no matter the situation, WFH […] Read More

A Time for Optimism

April 30, 2020

We are in desperate need of optimism today. I believe it could save us. Now, I’m not talking about blissful ignorance or feelings of hopefulness towards future events. We need the kind of optimism focused on the half empty glass in front of us. The one that needs filling. We need optimism focused on today—not […] Read More

A Message to Our Clients

March 24, 2020

According to federal guidelines, those who manufacture for or provide services to essential businesses are themselves considered essential. As our business provides services for hospitals, insurance companies and HR firms, we will remain open. To do this, we’ve implemented the following: All employees that can work from home have been doing so for the past […] Read More

The Meaning of Marketing: Determining Your Brand’s Archetypal Identity

February 27, 2020

Unless your brand embodies a core set of consistent values, you cannot communicate it successfully. In The Hero and the Outlaw, Carol S. Pearson and Margaret Mark write, “Too often, even the most sophisticated marketers feel totally at sea as they try to manage the meaning of their brands because they lack any meaningful reference […] Read More

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