Category: Strategy
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Brand Archetypes: The Caregiver
Empathy, compassion, and altruism are the makings of the Caregiver archetype. Rooted in a deep desire to serve others with the highest level of generosity, this archetype goes out of their own way for the greater good. Compared to other brand archetypes, the Caregiver exhibits parental tendencies and takes great strides to ensure that people… Read more
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Brand Archetypes: The Ruler
The Ruler archetype, in contrast to the Outlaw, seeks to prevent chaos by taking control. Rulers are defined by their need for security and order, they strive to gain and retain power. A stickler for policies, they enjoy the rigidity of procedures and frown upon bending the rules. The Ruler sees itself as the role… Read more
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Client Spotlight: Volkert
The Client With over 25 service offerings and locations spanning across 24 states in the US, Volkert is a massive infrastructure engineering firm specializing in transportation, energy, program management, and urban infrastructure problem-solving. Volkert has consistently ranked in the top 100 engineering firms in the United States according to ENR. The Problem The resounding request… Read more
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Brand Archetypes: The Rebel
The Rebel archetype can be best described as a disruptive force that aims to shake up the day-to-day, whether it be for selfish reasons or to improve the lives of others. At their worst, rebels lash out in anger when taking offense to something, and are empowered by others fearing them. At their best, rebels… Read more
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Ask an Expert: How to Design a Logo
When asked to think of the most memorable company logos, what comes to mind? Are they complex? Intricate? Multi-colored? Probably not. At their best, logos are simple, clean, and easily recognizable. Oh! And should encompass the overall message and values of the brand all tied up into one neat, tiny box — no gift wrap… Read more
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Brand Archetypes: The Innocent
If you value simplicity, optimism, and seeking happiness overall, you may fall into pure confines of the innocent archetype. The innocent seeks to do things the right way—free of corruption or influence and works to bring harmony to their lives and those around them. Compared to other archetypes, the innocent promotes positivity and is less… Read more