An archetype is a model or pattern. In psychology, archetypes are studied as character types that have existed in fact or fiction over centuries and unconsciously still serve as models for behavior.

Understanding how ancient wisdom and myths map onto modern personality science can reveal surprising insights about your psychological strengths.

The narrative of human existence has long been shaped by archetypes—universal patterns of behavior, thought, and emotion that resonate deeply across cultures and epochs. Derived from Carl Jung's ...

Archetypes have long been used by marketers to help define a brand’s personality, which in turn allows for a powerful and cohesive digital marketing strategy to be rolled out. Nowhere is this more ...

Most of us don’t intentionally cause conflict at work. After all, we want our day to go smoothly, and we have a vested interest in maintaining a good working relationship with our colleagues. Many of ...