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The twelve archetypes in brands, marketing and leadership: which story a company tells and why people buy it.
The twelve archetypes in brands, marketing and leadership: which story a company tells and why people buy it.
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Brand Archetypes: The 12 Stories Companies Tell, and How to Find Yours
Why does a can of soda feel like childhood and a little SEO tool feel like a dare? Brands borrow the same twelve characters people have recognised for thousands of years. Here are all twelve, one brand for each, and a way to find the one your brand has been playing all along.
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