Inkovations: Brand Personality

(This is the last installment of our brand archetypes series. Skip to the end to refresh your memory on all twelve archetypes)

Over the last few weeks we’ve been digging into the twelve core archetypes and sharing stories from the brands...

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

I don’t necessarily want to tell you this, but I will. My name is Alice and I am a Trekkie.

Yes, I...

(Need to read our introduction to the 12 core brand archetypes? Find it here)

In the late nineties, long before the rise of juicing, nutribullets and an influx of health drinks pulverized from...

(Need to read our introduction to the 12 core brand archetypes? It’s here)

What sort of image does the word ‘magician’ conjure (pun very much intended) up for you? Perhaps it’s a Wizard in a cape...

(Need to check out our introduction to the 12 core brand archetypes? It’s here)

It’s official, living near a pub is good for you. Newcastle Business School have conducted a 10-year study into...

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

The Hero - in his many guises as Warrior, Champion, Athlete or Soldier - is a dominant force across the legend...

(Need to read our introduction to the 12 core brand archetypes? It’s here)

Do you remember the 1980s Nescafe couple and their story of yuppie love played out over a cup of Gold Blend? What began...

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

“He who wishes to be obeyed must know how to command” Niccolo...

(Haven’t read our introduction to the 12 core brand archetypes yet? It’s here)

The original, middle-English meaning of the word ‘broadcast’ is to scatter seed over a wide area- literally a ‘broad...

(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...