Who is your brand? And what is its story?

Jon Howard-Spink looks for a more potent way to define brands than sterile adjectives. His solution uses archetypes based on stories and characters from myths and legends.

who is your brand? and what is its story?

Jon HowardSpink, sets out guidelines for using archetypes effectively to build brands

Jon HowardSpinkMustoe Merriman Levy and The Oven

Is there a better way to define brands than the jumble of bland, unrelated...