The Differences Between Customer Personas and Archetypes

Adam: How are customer personas and audience personas different to archetypes? Yes. And can they be used interchangeably? No, they're not used interchangeably. They are distinctively different. The persona is a fictional character that represents either the person that the brand is trying to connect with or the person thatthe brand is. So we do use archetypes both with the audience and with the brand but the archetype is the baseline foundation for each of those. Does that make sense?