It’s no secret the cannabis industry has been growing in recent years. As the market develops rapidly, competition has intensified. Building a distinct and memorable cannabis brand in a crowded market ...

The fastest way to stand out? Know who you are.

“In these uncertain times...” How quickly we became tired of these words that were meant to reassure. The pandemic has become a new exercise in how marketing professionals can extend empathy and ...

See more of our trusted coverage when you search. Prefer Newsweek on Google to see more of our trusted coverage when you search. The application was filed two days after the announcement of Meghan's ...

We receive a number of questions about what we do to actually define brand personalities with our clients. We rely heavily on a complementary approach called brand archetypes: a structured, globally ...

At the heart of William & Mary’s brand is the Sage, an archetype that defines the brand’s character and personality and shapes how we communicate, ensuring our messages feel grounded, authentic and ...