When I'm starting a new project, I try to list all the characters out just to see who I think will be in the narrative. Then, I try to break down who they are and why they should be there. In order to ...

Rooted in the work of psychologist Carl Jung, brand archetypes reflect universal human patterns. Use them as a strategic operating system. Brand archetypes are no longer a creative exercise reserved ...

Where would the hobbits be without Gandalf’s grizzled guidance, or Simba without Rafiki’s shrewd shamanism? The heroes of film, TV, and theater would be lost—perhaps trapped on Mount Doom or ...