Brand archetypes are universally recognized characters or symbols that carry specific traits, values, and stories. In the world of branding, they become these mighty instruments that help shape a ...

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 ...

Ginger Zumaeta, an Entrepreneurs’ Organization (EO) member in Los Angeles, is the founder of Motive3, a brand strategy agency that helps companies build messaging playbooks for communications that ...

Even with your offer, pricing and marketing strategy in place, your business may still fail if it lacks a strong brand personality. An established brand character makes you more memorable and helps ...

We receive a number of questions about what we do to actually define brand personalities with our clients. We rely heavily on a complementary approach called brand archetypes: a structured, globally ...

“In these uncertain times...” How quickly we became tired of these words that were meant to reassure. The pandemic has become a new exercise in how marketing professionals can extend empathy and ...

It’s no longer a secret that we’re now living in the era of digital transformation. The travel industry has experienced significant changes as well, pushing advertisers and brands to consider new ...