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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

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