Pocket Archetype Booklet

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What's an Archetype?

Archetypes are a symbolic framework for understanding patterns of thought and emotional engagement or reactions. The Rebel. The Innocent. The Magician. The Explorer...

Considered universally present in all ideas, archetypes can be used to analyze the emotions or personality embodied by an attribute, a brand, or a person.

You can use them to discover new pathways and core themes for your company, yourself, your brands, or your customers.