At BBMG, we often use archetypes to help reveal a brand’s true character and provide a North Star for the products, services and experiences it can bring into the world.
My favorite is the Alchemist, whose core desire is to search out the fundamental laws of how things work and apply these principles to make things happen. The Alchemist integrates physical, environmental and spiritual elements to spark transformation in people, organizations and our times.
In 2014, we see an alchemy of economic, environmental and social values that will bring new opportunities for business and society, and we’ve identified five forces that will advance a more sustainable marketplace: