Do You Know Your ICP?

Do You Know Your ICP?

ICP is an ideal customer (or client) profile. Is your company crystal clear about how your category is organized and who you want to target with your messaging? By creating an ICP, you are building a clear picture of who is and isn’t the best type of customer...
Why Brand Archetypes Matter

Why Brand Archetypes Matter

Brand archetypes are rooted in the work of Carl Jung, the nineteenth-century Swiss psychiatrist, and psychoanalyst who founded analytical psychology. He understood that an archetype is universal and is derived from the collective unconscious and are the psychic...
What’s In A Name?

What’s In A Name?

A rose by any other name would smell as sweet. Global warming is bad. But the word global and warming are good words. Atmospheric cancer is bad and sounds bad—no escaping it. What if we were fighting atmospheric cancer, not global warming? In a recent interview with...