The Importance of Archetypes

When I first started across the idea of archetypes, it really spoke to me because it gives us a system of thinking. A lot of companies use archetypes or they use brand in the wrong way. So when you actually look at on a deeper emotional level, Apple is really a rebel brand. It's not just like a creator archetype. It's actually a rebellious like the you're stuck in your currently stuck in this place that you need to think differently and break outside the box.

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