Inkovations: Brand Archetypes

(Need a quick look at our introduction to the 12 core brand archetypes? It’s here)

“It is through disobedience that progress has been made, through disobedience and through...

(Still need to read our quick introduction to the 12 core brand archetypes? check it out here)

Banking isn’t the most playful of topics. Mortgages, loans, savings accounts…the first word that...

(Haven’t read our introduction to the 12 core brand archetypes yet? check it out here)

Hands up if you played with Lego as a child? Given the opportunity you still do, don’t you? It’s OK, you can...

(If you missed our introduction to the 12 core brand archetypes, check it out here)

Back in the 1970s, when trousers were flared and disco ruled supreme, a battle to convert the nation’s mothers...

As we outlined in last week’s post, archetypes are universal characters that have existed for thousands of years, tracing back to Ancient Greece.

The best known and most loved is The Hero; that...

Welcome to Part 1 in a series where we’ll be sharing how you can use brand archetypes for developing a likeable brand personality and distinctive tone of voice.

Brand personality is so often the difference between being...