Sometimes it's tough to narrow your brand's brand voice, attributes and motivations down to align with just one brand archetype;...

"I prefer to appear at the exact moment I'm needed". I'd been looking forward to writing this post about Donna Paulsen from Suits for...

"I don't like talking to people I know, but strangers I have no problem with." While it's always preferable to have one clear brand...

"You are blind to reality; and for that, I am most proud." Settling on just one brand archetype for your brand is much tougher than it...

"I'm in Psychoville and Finkle's the Mayor." My example of a brand with two archetypes this week is the inimitable Ace Ventura. A pet...

“It’s pretty much my favourite animal. It’s like a lion and a tiger mixed… bred for its skills in magic.” If you're struggling to choose...

Liz Lemon: "What a year, huh?" Jack: "Lemon, it's February." When working through your brand strategy, it's crucial to identify and...

Max to Chief: "Destroy him?! You can't destroy Hymie. Hymie's my friend." Chief: "Max, this friend just broke through my office door,...

"Sorry I'm late. I got here as soon as I wanted to." Have we witnessed a sassier sitcom character in recent memory? Will and Grace's...

"We'd have more luck playing pick-up-sticks with our butt cheeks than we will getting out of here by daybreak". Questionable turns of...

"Now, I need you to be careful and efficient. And remember: If I am harsh with you, it's only because you're doing it wrong." If you're...