Caregiver, Explorer, Sage, Ruler… Feminist? You’ve likely encountered the traditional brand archetype wheel. A categorisation of personalities and drivers that helps define who your brand is, and how it behaves. But have you ever considered your brand’s position on social issues and causes?

The truth is, wherever there’s an inborn, predictable human reaction to something, there’s an opportunity for marketers to manipulate it. And marketers have been taking advantage of social proof for millennia. Here’s why every marketer should know how to use it.

January. The month of misery, darkness, and self-enforced regulation. The month that lends itself to memes about its endlessness. The month where brands have unique sway over their audiences.

With the surge of sports docuseries driving mainstream interest in everything from F1 to golf, there are lessons to be learned from new sports storytelling strategies – and how to apply them to content.

Are brand sustainability claims seen mainly as a sales pitch? In today’s cynical society, here’s how to demonstrate to your audiences that your responsibility strategy is real.