A brand archetype is a universally recognizable, innately understood character type or role that a brand can embody.
Dyson
Branding in a time of crisis: COVID-19
A government criticized for failing to convey the magnitude of the threat. A populace underestimating its personal risk. Tens of thousands dead. No, I’m not referring to the COVID-19 pandemic. I’m thinking back to the 2011 tsunami in Japan—a catastrophic event so powerful it could be “heard” from space, moved Japan’s main island by eight feet, […]
