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There is a myriad of reasons behind each purchase. However, contrary to a popular belief, reducing the price of your products is not the optimal way to increase your market share.

When a company seeks to attract customers passionate about innovation, experimentation and the pursuit of the ultimate truth, it must become a Magician.

Customers buy from certain brands because they are cheap, or because they offer quality products.

Some brands are fighters, wheres others are lovers. What they will become depends entirely on the audience they seek to attract.

Often, we appreciate businesses dealing with serious matters who retain their sense of humor. In spite of their product or service, these brands remain lighthearted and optimistic.

Customers don’t only want to buy quality products from companies. Most often, what they truly want to buy is the story.

Embodying a “Jack of all trades” personality does not necessarily have to be harmful for your brand.

What does the dreamer, the optimist, and the romantic have in common? They are all manifestations of the Innocent brand archetype.

Also known as the seeker, pilgrim, adventurer, and pioneer, the Explorer is a character that you’ll find at the top of a mountain or at the edge of a cliff.

How would you describe iconic figures like Mother Teresa and Princess Diana? What about teachers, nurses, and doctors?